Irresponsible marketing and the need to support pro-sustainable production and consumption

Globally, organisations and consumers face an array of economic, environmental, social sustainability challenges. The UN Sustainable Development Goals (SDGs) assist by providing guidance for appreciating responding to these Marketers also have important role play in promoting positive sustainable attitudes behaviour both consumer corporate contexts. Increasingly sophisticated marketing capabilities, combined with enhanced understanding psychology, mean that marketers unprecedented ability positively influence public opinion promote environmental behaviours. However, this capability is frequently used irresponsibly the pursuit profit political goals, disregard outcomes. Irresponsible marketing, including washing, misleads governments about credentials organisations’ products or services. This undermines SDG 12 consumption production, as well other SDGs. paper discusses need be more proactive informing irresponsible regulation. Critical avenues future research are identified.