IPCC (the United Nations Intergovernmental Panel on Climate Change) har uppmärksammat konsumtionens roll och menar att det är mänskliga aktiviteter som bär ansvaret för historiska klimatförändringar. Senare års väderförändringar gör oss påminda om att det är bråttom.

Konsumtionsmönstren måste förändras och det gäller i synnerhet kläder. Black Week som syftar till ökad konsumtion är otidsenlig och ansvarslös. I stället behöver företag ta större ansvar för att minska och förändra klädkonsumtionen.

Fashion as a societal phenomenon has fascinated scholars in different disciplines such as history, sociology, anthropology, psychology, and marketing often from an interdisciplinary perspective. Fashion mirrors societal changes, cultural norms, and values over time. It can be interpreted as mundane everyday practices, constructions of identity and status as well as being associated with the art world. In this book, the focus lies on marketing and the role of marketers when fashion permeates society in deliberate and subtle ways.

This edited collection critically reflects upon the power of fashion in contemporary society and the role marketing and marketers play in the process of defining, creating, and preserving fashion, but also in divesting fashion that is no longer up to date. It expands on existing knowledge to better understand the role marketers play as cultural agents in determining fashion and its markets. Contributors to the book are international, advanced scholars from a variety of disciplines such as anthropology, marketing, psychology and sociology, who challenge traditional ways of thinking about marketing. In a society where problems with overproduction and excessive consumption represent major challenges, the critical perspective of the role fashion plays in contemporary society and what influence marketing has for shaping fashion are not merely relevant, but necessary.

This cutting-edge, interdisciplinary book will appeal to scholars across a broad range of fields including fashion marketing, fashion studies, and consumer culture research. It will also be valuable for students in advanced courses of study in a variety of disciplines besides marketing.

The forest can be associated with a variety of values such as economic value (market value), affectional value (feelings), nostalgic value (longing for the past), historical value (an appreciation of the past), experiential value (how it is experienced), place value (how it is experienced depending on location and surroundings such as different trees, wind power etc) and functional value (how it is used, for wood products, textiles etc.). In a society dealing with severe climate change, the forest is expected to contribute to the transition towards environmental sustainability according to the Paris agreement (unfccc.int). The forest’s ability to stores carbon dioxide makes it preferable to maintain the forest or even increase the number of trees to compensate for emissions of greenhouse gases from other sectors. The goal of the Paris agreement is to limit global warming to well below 2 Celcius, preferably to 1,5 Celcius (unfccc.int). There are conflicting opinions whether the forest should be kept or not. By not harvesting the forest, carbon dioxide is stored in the soil. At the same time, material from the forest is expected to be used instead of cement and fossil-based raw material and hence it needs to be harvested. In addition to different opinions on whether the forest should be harvested or not, there are also different opinions on the practices of managing a forest, including the trees to plant and the type of forest harvesting. 

The role of the forest in the move towards a sustainable society needs to be understood in relation to contemporary consumer culture. The purpose of this paper is to highlight different consumption practices that are related to the forest by presenting different logics representing different views on the forest and its relation to consumption. Throughout the paper, examples are given from Sweden that represents a country of trees. Different actors have different views on forest governance and management in Sweden over time (e.g., Mårald et al. 2017). Macromarketing researchers emphasize the importance of sustainability and consumption (e.g., Assadourian 2010; Kilbourne, McDonagh and Prothero 1997). A macromarketing perspective of the role of the forest in the move towards a sustainable society is important in that it recognizes the complexity of different values and power relations in logics co-existing in contemporary consumer culture.