The Marketing Systems Approach for Designing Effective Marketing Interfaces and a Circular Economy

Abstract

In this article, we argue that Layton's Marketing Systems approach is important to tackle the triple-bottom-line (TBL) of economic, social, and environmental challenges holistically. We discuss how this system approach can contribute to designing effective marketing interfaces for a more sustainable circular economy (CE). Marketing has a legacy of understanding and increasing consumption, but it is also an essential element to drive toward a more sustainable society, as demonstrated by cases on eco-communities and sustainable food marketing systems. The article concludes by encouraging (Marketing) scholars to utilize Layton's work on multi-level systems to its fullest potential to address the pressing TBL challenge and contribute to the Sustainable Development Goal (SDG) missions in a holistic way.