Objectively, advertising and marketing do play their role in creating new environmental complexities; however, the growing environmental awareness and the new “green” mentality have a potential to turn advertising and marketing into the effective drivers of sustainable development and growth on the planet.
The growing pace of the environmental pollution has already turned into the distinctive feature of the postmodern reality. The pace of the climate change is “accelerating more rapidly than had been predicted” (Lowy 2010). Rising temperatures and accumulating carbon dioxide, melting of the Arctic ices and regular fires/ floods are speeding up and making all previous scientific analyses even less optimistic (Lowy 2010). Advertising and marketing are often believed to be the most significant contributors to the environmental destruction this century. Objectively, the effects of marketing and advertising on the environment are difficult to underestimate. Lowy (2010) is correct in that “advertising pollutes the mental, just like the urban and rural, landscape; it stuffs the skull like it stuffs the mailbox”. Advertising and marketing result in the growing commodification of the world and the natural resources it has at its disposal. By turning natural resources into the basic commodities, advertising and marketing make individuals sacrifice the basic principles of environmental protection. Advertising as the key element of the capitalistic evolution results in the so-called fetishization of consumption, which turns the accumulation of goods and consumerism into the basic goals of human existence (Lowy 2010). For the purpose of increased profit margins and stronger competitive position, corporations and individual manufacturers are willing to destroy the environment. It would be fair to say that advertising is a fraudulent waste of available environmental