Marketing and communication for responsible consumer

Abstract

The essay was based on a reflection on the concepts of marketing and communication that have served over the last 100 years to consolidate, through advertising, a consumer society whose hypertrophy has brought its consequences in matters such as climate change. The basic hypothesis is that they should also be useful for developing a responsible consumer society in terms of the sustainable development goals of the 2030 agenda. In this regard, a review of papers from the first neuromarketing and neurocommunication congress in 2022 of the Universidad Complutense de Madrid and of publications from expert sources was made. The conclusion is that, to achieve this transition, neuroscience is the key ally to achieve the appropriate positioning in people for the construction of a sustainable society.