Macromarketing Our Way to a Zero-carbon Future

Sabrina Helm, Vicki Little

Research output: Contribution to journalArticlepeer-review

1 Scopus citations


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.

Original languageEnglish (US)
Pages (from-to)262-266
Number of pages5
JournalJournal of Macromarketing
Issue number2
StatePublished - Jun 2022


  • climate adaptation
  • climate change
  • climate mitigation
  • climate resilience
  • macromarketing
  • marketing

ASJC Scopus subject areas

  • Marketing


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