TY - JOUR
T1 - Macromarketing Our Way to a Zero-carbon Future
AU - Helm, Sabrina
AU - Little, Vicki
N1 - Funding Information:
We warmly thank the reviewers for their diligence, and for contributing their time, energies, and scholarship to a positive, collaborative review process. We would also like to thank all contributors who answered the call for papers for this special issue, it was a pleasure and a privilege to follow the progress of important work. Finally, we would like to give special thanks to past Journal editor Mark Peterson for giving this special issue the green light; to Joe Sirgy for his patience and encouragement with seeing it through; and the Sage team for their support. We would also like to acknowledge the unfailing enthusiasm and generosity of our macromarketing colleagues—this project started at the Cleveland workshop in 2019, and it would have finished there and then without their support and encouragement. The author(s) received no financial support for the research, authorship, and/or publication of this article.
Publisher Copyright:
© The Author(s) 2022.
PY - 2022/6
Y1 - 2022/6
N2 - The role of marketing in climate change is one of the most pressing, and yet understudied, issues of our time. While climate change forms part of the wider sustainability canon, it transcends issues-based scholarship. Macromarketers are ideally suited to taking on this challenge. This special section takes a step towards addressing the current shortfall in knowledge by creating the first collection of macromarketing work addressing marketing's role in the climate emergency. Reflecting the nature of sustainability (nascent, complex, diffuse, diverse), the three papers take widely different approaches; examining the interactions between markets, communities and the environment. Drawing on action research, case study and experimental data, the author teams explore systems interactions in fishing communities, marketing strategy in the fashion industry, and anti-consumption initiatives in social media respectively. The guest editors call on all marketers to build on this important work, and to help pivot our discipline towards a necessary zero carbon future.
AB - The role of marketing in climate change is one of the most pressing, and yet understudied, issues of our time. While climate change forms part of the wider sustainability canon, it transcends issues-based scholarship. Macromarketers are ideally suited to taking on this challenge. This special section takes a step towards addressing the current shortfall in knowledge by creating the first collection of macromarketing work addressing marketing's role in the climate emergency. Reflecting the nature of sustainability (nascent, complex, diffuse, diverse), the three papers take widely different approaches; examining the interactions between markets, communities and the environment. Drawing on action research, case study and experimental data, the author teams explore systems interactions in fishing communities, marketing strategy in the fashion industry, and anti-consumption initiatives in social media respectively. The guest editors call on all marketers to build on this important work, and to help pivot our discipline towards a necessary zero carbon future.
KW - climate adaptation
KW - climate change
KW - climate mitigation
KW - climate resilience
KW - macromarketing
KW - marketing
UR - http://www.scopus.com/inward/record.url?scp=85126656960&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85126656960&partnerID=8YFLogxK
U2 - 10.1177/02761467221088254
DO - 10.1177/02761467221088254
M3 - Article
AN - SCOPUS:85126656960
SN - 0276-1467
VL - 42
SP - 262
EP - 266
JO - Journal of Macromarketing
JF - Journal of Macromarketing
IS - 2
ER -