Opportunity costs abound. Decisions must be made by marketers as well as by consumers.

Some people claim that $$the more you buy, the more you save$$ which to me could mean that if something you need has a lower price, then you will double your savings by purchasing two of the items!

Some people try to save money by purchasing the least expensive option. Others may go for quality over price because they may pay more now, but end up saving money in the long run.

There is increasing awareness about overconsumption and its negative effects on resources and the world $($Clark and Rockefeller, $2020$; Button, $2018).$ Marketers need to know the choices consumers make as well as how those decisions affect the health of a planet with limited resources. However, for many consumers, shifting behaviors to be more financially proactive and consuming less will be challenging $($Helm$,$ et al$.2019).$

Marketers must be aware of and be prepared for the challenges.

Provide an example where you think an opportunity exists for marketing communications to improve consumer behaviors and encourage sustainability.

It is best to describe a situation from your experiences, but the following article and research paper may provide ideas: