In this piece for The Conversation, Dr Sandra Awanis (Marketing) talks about the 'good side' of materialism, and how businesses and policymakers could use it to benefit wider society.
Dr Awanis' research paper has been selected by Nature to form part of their 'Change the World, One Article at a Time' campaign. This initiative sees Editors-in-Chief of Springer Nature journals choose 'world changing articles' published in 2017 that could have the most impact on society's pressing problems.
The following video, produced by Springer Nature, explains more about the significance of Dr Awanis' research:
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