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Stemming from the values defended by the members of these communities involved in ecologically responsible consumption, the offering of products and services is supposed to respond to a three-fold demand: that they are useful, sustainable and recyclable. According to the members of these communities, this is not only about promoting a “really useful” product, but also one with sustainable and recyclable properties, with a view to limiting the depletion of natural resources. The “sustainable” nature stands out as one of the features that the members of the three communities expect most, as evidenced by, among other things, the tendency to avoid impulsive purchases of short-lived and useless “gadgets”.

Table 1.2. Views of the development of marketing practices through the lens of responsible consumption

Product offerings and practices concerned	Expectations in terms of the suppression of superfluous or unsustainable products	Expectations in terms of the development of responsible and sustainable products	Inherent or mobilized values
Cosmetic, hygiene and self-care products	Industrial and over-packaged products	Natural products based around natural components and with natural packaging	Protection of health and the environment
Food products	Products transformed by and produced by traditional agriculture	Products from bio-agriculture and/or small farmers and green cooperatives, with as little modification as possible	Protection of health and the environment, solidarity
Pharmaceutical products	Chemical products with sometimes serious side effects	Natural products with proven benefits for people and the environment and without notable side effects	Protection of health and the environment
Motor vehicles and technological products	Polluting products subject to planned obsolescence	Environmentally-friendly substitute products: bikes, electric cars, public transport with less of an impact on the environment	Protection of the environment
Distribution channels	Widespread distribution and traditional networks	Networks for swaps, trades and giveaways	Solidarity, decommodification of trade
Circular economy (second-hand shops and purchases, recycling)	Reduction of waste
Consumption-related events	Short “small producer” networks and/or specialized structures	Protection of health and the environment, reduction of waste
Sales periods, periods with promotions and special events (encouraging over-consumption)	Days/weeks without purchases Encouragement of minimalist and activist purchases “useful” to people and the environment	(Re)developing social connections, the primal importance of the usefulness of the object, reduction of waste
Communication	Aggressive and intrusive advertising, advocating the accumulation of goods, possessions and appearances	Social advertising promoting the values of responsibility, protection of the environment and respect for human health	Promoting individual and collective well-being, protection of health and the environment

In the same vein, these communities seem to be particularly attached to combating planned obsolescence, which is both a tool facilitating the continuation of the traditional market system (limiting the lifespan of products in order to encourage consumption) and a factor in the deterioration of the environment (promoting the waste of resources and the creation of refuse). Beyond the fight against the waste created by planned obsolescence, the community members also mobilize against the producer practices tainted by “irresponsibility”, “manipulation” and “cynicism”. In this regard, they propose strategies to circumvent planned obsolescence through mechanisms to repair used or malfunctioning objects (clothes, household items, cars, furniture, etc.), including by sharing sites advocating personal repair: “Here’s a link that you should like! The dream for combating the planned obsolescence of products: www.commentreparer.com. Don’t throw away, repair!” (Change through consumption).

Lastly, in contrast to the rejection of unsustainable products and services triggered by the traditional market, the members of the three communities opt for offerings that are compatible with the values of responsible consumption. This attitude paves the way for a large range of new behaviors suited to well-reasoned consumption. It is precisely at this level of analysis that researchers and decision-makers must add their will to act, adapt and even to reform, as advised in Table 1.2. This shows two views of the development of product offers at the dawn of sustainable consumption by considering, on the one hand, the expectations of consumers involved in suppressing non-compliant products (those harmful to people and their environment) and, on the other hand, the expectations in terms of developing new products characterized by usefulness, sustainability and responsibility.