Responsible markets and marketing

This chapter argues that the traditional logic of markets and marketing, and their underlying assumption of shareholder wealth accumulation, is irresponsible, and offers ideas for a reversal of logic. The chapter discusses the role of markets and marketing in relation to production, consumption, and the United Nations Sustainable Development Goals. Drawing on macromarketing and social marketing, it offers ideas and tools for responsible shaping of markets and organising of marketing. Instead of promoting increased consumerism and endorsing harmful industries, marketing can be used to shape markets towards sustainability by influencing collective action and challenging the ways in which we have until recently organised our economies and societies.