Approximately 80% of flyers end up discarded as waste. Yet, it is still a core marketing practice supported by scientific research. In the era of the Anthropocene, we can question the role of marketing research in managers’ decisions fostering harmful marketing practices.

Through flyers accumulation and waste, the installation emphasizes possible side effects of marketing research’s applications. The artwork is a response to a recent academic paper authored by leading Business School scholars, and published in a globally acclaimed academic review. Inspired by the aesthetics of a Monoprix promotion, it deviates a commercial flyer to showcase the features of this academic paper.