Marketing at a Turning Point

Positioning Waste as a Valuable Resource

While topics such as sustainability, ecological responsibility, and the climate crisis are increasingly fading from public discourse—and forces like the oil lobby and right-wing parties are reviving outdated mindsets—we at the University of Salzburg are deliberately taking a stand. Through our research at the Marketing unit, we view marketing not merely as a driver of sales, but as a resonance space for change. This perspective was picked up by transfer – Journal for Communication and Brand Management, and we are proud to contribute to this dialogue:

🚀 Marketing at a Turning Point: From Sales Engine to Architect of Change 🚀

What if we no longer saw food waste as “garbage,” but as a valuable resource? Our study shows: legislation alone rarely creates legitimacy. The real power lies in cultural narratives, lived values, and bold brands.

Three uncomfortable truths:
1️⃣ Legal regulations lag behind—often still trapped in linear logic.
2️⃣ Start-ups with circular thinking struggle against entrenched structures.
3️⃣ Marketing must do more than “tell green stories” – it must create new meanings.

👉 The future of marketing means:
Building legitimacy, generating resonance, transforming culture.

The full article is available in   transfer – Journal for Communication and Brand Management (accessible via the University of Salzburg’s library).