Exercise 1

Look at the areas of mindful consumption described in the article linked below. How widespread do you think these ideas might be among consumers? How is marketing likely to respond to them?

http://diy-lifestyle.org/mindful.html

Exercise 2

Visit this website, to learn more about the concept of ‘guilt free consumption’:

http://trendwatching.com/trends/guiltfreeconsumption/.

Choose a brand from any product category, and work with these ideas to suggest developments to their product/service offering and marketing activities, to lead to guilt free consumption. You may want to visit the website for this brand to see what they are currently doing in this respect.