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This interdisciplinary Companion explores the pivotal role of marketing in advancing the Sustainable Development Goals (SDGs). It provides diverse perspectives on how marketing strategies can drive sustainable development including sustainable consumer behaviour and emphasises the importance of ethical considerations, stakeholder engagement and innovative approaches to positively impact society.
Leading scholars and practitioners from across 15 countries discuss key themes such as consumer behaviour, strategic marketing, Base of the Pyramid marketing, technological innovations and marketing education. Real-world examples and global perspectives are used to demonstrate that marketing is not solely about selling and can also be a powerful tool for creating positive change for people and the planet. The Companion investigates how cutting-edge technologies including AI, blockchain and the Internet of Things can enable responsible consumption and transparency. It further highlights the necessity for marketers to actively shape the post-2030 framework to align with evolving global sustainability goals.
Scholars and students of marketing, international business, sustainability, organisation studies and development studies will greatly benefit from this comprehensive Companion. Timely and engaging, it is also an essential resource for policymakers and practitioners in marketing and the business sector, as well as those working with the SDGs.
Contents
Contents
Preface xxiii
1 Introduction: driving the UN SDGs forward through marketing 1
Ranjit Voola, Jamie Carlson, Marian Makkar, Carmela Bosangit and
Paromita Goswami
PART I CONSUMER BEHAVIOUR AND THE SUSTAINABLE
DEVELOPMENT GOALS
2 Washing the Sustainable Development Goals: lessons from the
greenwashing and woke washing literature 13
Amanda Spry and Cassandra France
3 Authenticity, consumers, and the Sustainable Development Goals 29
Ashleigh Powell, Laura Lesar, Afshin Tanouri and Svetlana Bogomolova
4 SDG communication: the fine line between green brand myth and
greenwashing perception 45
Shafiullah Anis and Juliana A. French
5 Embedding SDGs in consumer practices: moving beyond responsibilizing
individuals 63
Claudia Gonzalez-Arcos, Alison M. Joubert and Daiane Scaraboto
PART II TECHNOLOGICAL INNOVATIONS IN MARKETING AND THE SDGS
6 Empowering consumers, empowering brands: marketing technology and
the Sustainable Development Goals 83
Irma Dupuis Day, Jamie Carlson, Fotini Delgado and Tamara Bucher
7 Transforming public health through social media: insights from Activity
Theory and Customer Experience Design 103
Mohammed Saeed J. Al Zahrani and Jessica Wyllie
8 Ethical digital strategies: the intersection of customer privacy, social
media, and Sustainable Development Goals 123
Mohammad M. Rahman, Feisal Murshed, Yi-Chuan Liao and Golam Mostafa
9 Empowering underserved communities: leveraging conversational AI for
service inclusion 141
Jamie Carlson, Syed Mahmudur Rahman, Noman H. Chowdhury and
Jana Bowden
10 Marketing as a catalyst for sustainable change: navigating the intersection
of technology and the SDGs 159
Alex Taylor
PART III STRATEGIC MARKETING AND THE PURSUIT OF THE SDGS
11 Strategic marketing capabilities and the SDGs 179
Siyu Liu and Margaret Jekanyika Matanda
12 To be 'hush-hush' or 'talk of the town'? Greenhushing and the SDGs 201
Chinmoy Bandyopadhyay
13 Navigating marketers through sustainable marketing strategy 213
Richard Howarth, M. Bilal Akbar, Paul Randle and Alexis Eyre
PART IV ENGAGING BASE OF THE PYRAMID MARKETS FOR
SUSTAINABLE GROWTH
14 Sustainable Development Goals and marketing at the bottom of the
pyramid 239
N.T. Sudarshan Naidu and Rajesh Aithal
15 SDG 6 and marketing of government programs 255
Mridula S. Mishra
16 Market development and livelihood opportunities at the margins: the case
of New Light, a drug rehabilitation center 271
Satyendra Nath Mishra
17 Agricultural transactions: perspectives from the base of the pyramid 285
Jeevan J. Arakal
18 Designed in Sweden, made in Vietnam, for the world 305
Nguyen Quynh Phuong, Sundar Venkatesh, Manjit S. Sandhu,
Santiago Velasquez, Nhu Do Thi Huong and Qui Nguyen Ngoc
PART V EDUCATING MARKETERS FOR A SUSTAINABLE FUTURE
19 A framework on embedding SDGs in a stand-alone core subject: the case
of a postgraduate marketing programme 319
Kaye Chan and Aimee E. Smith
20 Integrating SDGs and ESD competencies by design 335
Richard Howarth, Muhammad Mazhar, Seamus Allison and Scott Mills
21 Teaching and learning SDGs: the impact of student co-design and live
cases on marketing education and practice 359
Mary Papakosmas and Mercedez Hinchcliff
22 Unpacking the challenges: integrating SDGS into marketing education 375
M. Bilal Akbar, Richard Howarth, Alison Lawson and Barbara Tomasella
23 Conclusion: marketing's role and future research in the SDGs and post-
2030 UN framework 391
Ranjit Voola, Jamie Carlson, Marian Makkar, Carmela Bosangit and
Paromita Goswami
