Dr Liudmila Tarabashkina discusses the evolution of marketing from being seen as “the cause of all evil” to a force for positive change. Drawing on experimental research in sustainable consumption, she explores the contrast between the dark and bright sides of marketing and highlights creative, low-cost social marketing interventions that inspire product reuse and upcycling. She challenges traditional views of marketing as purely sales-driven, showing how it can instead be a powerful tool to drive positive social and envir