Future Thinking Climate Change: Consumers’ Sustainability Perspectives, Predictions, Preferences, and Paths Forward

Using the futures studies perspective, which centers on predicting probable, preferable, and possible futures, this qualitative research investigates how marketing is positioned to help combat climate change. Collecting data digitally and face-to-face, consumers were questioned about their perceptions and forecasts of climate change. Using grounded theory, responses were analyzed until thematic saturation was attained, revealing consumers’ immediate probable and preferred future climate change perspectives. Consumer voices espouse that individual action is not enough to alter the climate change trajectory. Rather, a social contract-grounded, shared responsibility model, with humanity's best interest in mind, is required to address climate change at three marketing-related levels: macro (government), meso (corporate), and micro (consumer). Leaning on the data, which convey participants’ sustainable (eco-friendly) proclivities, theoretical and practical implications are offered.