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Slow Marketing is a term that emerged out of the expansion of the Slow Movement into the arena of marketing and advertising. Canadian journalist, Carl Honore, describes the movement as being “about quality over quantity in everything from work to food to parenting.” The notion that quality of personal interaction should trump quantity prompted what may be the first articulations of a theory of slow marketing.

Evelyn Rodriguez, a marketer and blogger, may have been the first to coin the term online. In a blog entry titled Slow Food, Slow Sex, Slow Travel...Slow Marketing she wrote that “slow marketing is a focus on human, one-on-one connections.” Likewise, “a Slow Brand,” writes Shannon Clark on his blog, Slow Brand “is one that stands for something, for a consistent promise, for messaging that takes time and has respect for the audience.”

Slow marketing may therefore be understood as a movement toward engaged consumption, where the consumer is not alienated from the process, but rather makes decisions about buying conscientiously, based on human connections.

References

1. Source: Carl Honore's Website (accessed 5/3/09)
2. Source: Evelyn's Rodriguez's Blog, Crossroads Dispatches (September 28, 2006)
3. Source: Slow Brand dot com, "About" Page (accessed 5/3/09)

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