Published Nov 26 2019

‘What Happens Next?’: No Time to Waste – Can We Fight Throw-Away Culture?

Susan
Carland
Academic, author and social commentator
Alex wadelton
Advertising writer, Founder of Future Landfill
Fiona newton
Associate Professor of Marketing

This special episode of What Happens Next? was recorded live at Monash University, where former advertising professional-turned-activist Alex Wadelton spoke to staff about how the simplest ideas for driving change can sometimes be the most effective. In fact, his “Future Landfill” campaign targeting Woolworths’ plastic Lion King Ooshies promotion started with a simple idea and a camera.

In conversation with podcast host Dr Susan Carland, Alex underscores the issue of excessive consumerism and short-lived promotional campaigns. Items like the Ooshies are eagerly sought after, but their appeal diminishes quickly, leading to their disposal and contribution to environmental waste.

Sometimes the greatest change is inspired by the simplest ideas. “Future Landfill” resonated with a significant portion of the Australian population,  demonstrating that a focused, straightforward approach to addressing issues can garner widespread attention and support.

 

The campaign's success also shed light on the responses of corporations like Woolworths, showing how public pressure and social media influence can prompt corporate entities to reconsider their practices or adapt to consumer sentiments.

Read more: Sustainability attitudes and behaviours of Australian shoppers

Susan is also joined by Fiona Newton, Associate Professor of Marketing in Monash's Faculty of Business and Economics. Fiona's research sheds light on the challenges faced by supermarkets in balancing their commercial objectives with environmental responsibility. There's a clear tension between engaging consumers through promotions and the need to address environmental concerns associated with such campaigns.

There’s a complex interplay between consumer behaviour, corporate initiatives and environmental impact. But as you’ll learn in today’s episode, there’s also tremendous potential for positive change through creativity and collective action.

"So, what if we took these Lion King Ooshies and shot them in their natural habitat? Which is not the beautiful plains of the Serengeti – it’s in landfill, because that's where they're all going to end up." 
– Alex Wadelton

 

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About the Authors

  • Susan carland

    Director, Bachelor of Global Studies, and Lecturer, School of Language, Literature, Cultures and Linguistics

    Susan's research and teaching specialties focus on gender, sociology, contemporary Australia, terrorism, and Islam in the modern world. Susan hosted the “Assumptions” series on ABC’s Radio National, and was named one of the 20 Most Influential Australian Female Voices in 2012 by The Age.

  • Alex wadelton

    Advertising writer, Founder of Future Landfill

    Alex is one of Australia’s most highly regarded creative minds. In 2016, he was rated as one of the world’s top 20 advertising writers. His advertising campaigns have run all around the world. His charity campaigns have raised hundreds of thousands of dollars. And he spearheaded a campaign to create a statue honouring Indigenous footballer Nicky Winmar’s iconic stance against racism that now stands proudly on Nyoongar land in front of Perth's new Optus Stadium.

  • Fiona newton

    Associate Professor of Marketing

    Fiona is an Associate Professor of Marketing in the Department of Marketing in the Faculty of Business and Economics. Her research is around influencing behaviour and the drivers behind decision-making in consumers. She is currently working on a project with a major supermarket on healthy eating.

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