Marketing communication: principles and practice

P R O F E S S I O N A L I S M
328
BOX 17.1
LOCAL EXCHANGE TRADING SCHEMES (LETS)
These are local community-based mutual aid networks in which people exchange
goods and services, without the need for money.
Since the first experimental scheme was established in British Columbia in 1982, the
system has spread to the USA, New Zealand, Australia, the UK, and elsewhere. At least
40,000 people are involved in the 450 schemes currently operating in the UK. Each is
established on a democratic and cooperative model.
The LETS principle is simple – what is needed is a medium for communication for
those who produce and supply and those who need and want – a personal relationship
without mediation!
(See www.letslinkuk.org)

---

vote that is heard by corporations. Criteria of choice would include: charitable
donations; the advancement of women; the advancement of minorities;
military contracts; animal testing; disclosure of information; community
outreach, nuclear power; fair trade; the environment; land rights; donations
to political parties; and so on. Consumers are asked to consider not only the
product, but the environmental impact of its production, use, and disposal,
as well as the working conditions of its producers and distributors.
Consumers are also asked to become activists. Boycotts (saying ‘no’ to
certain providers and their products) are not simply threats to or punishments
for unscrupulous marketers. Such consumer actions against particular
exchanges are manifestations of relationship breakdowns. The core
assumptions of consumerism may be questioned and new alternatives
surfaced. The effectiveness of consumer boycotts depends on their visibility.
These ‘moral acts’ by consumers can affect public consciousness and
corporate policies, at least in the short term, and are especially damaging to
share prices.