Addressing global overconsumption: positioning the anti-consumption through communication appeals

Purpose The study aims to analyse the possibilities of positioning the anti-consumption through different communication appeals. It analyses commercial and social marketing campaigns in the global context, with the aim to recommend communication guidelines to empower anti-consumption among different industries. Design/methodology/approach The study conducted a qualitative content analysis of marketing communication focused on anti-consumption promotion. Findings The results bring a comprehensive overview of possible communication appeals of anti-consumption and prove feasibility of their implementation. The analysis of used appeals leads to recommendations for developing effective marketing communication for promoting anti-consumption. Practical implications The recommendations can serve both for-profit and non-profit organization as a showcase to discover the idea of anti-consumption as communication appeals. By empowering anti-consumption, consumers could reach personal welfare and participate in social equilibrium. Also, the study brings recommendations for further research considering the evaluation of the implemented strategies. Originality/value The study covers a gap in published literature focusing on comprehensive analysis of existing anti-consumption marketing communication strategies and appeals and brings an overview of potential strategies for empowering anti-consumption among modern consumers.