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Abstract

Marketing—when administered responsibly, inclusively, justly, and systemically over place and time—holds extraordinary promise to unlock humanity's potential for a better world, capable of pulling millions of people from poverty, protecting our environment, and creating and sustaining peace, prosperity and well-being. This Macro Ethos is illuminated in an article shared by Macromarketing scholars with interests in scholarly contributions, which impact in ways that enhance the well-being of people, societies and the fragile biosphere we inhabit, on a large scale. Key foci include happiness and its measures; bridging divides via training for collaboration, critical thinking, and a sustainable future; marketing during wartime, with insights from Ukraine and implications for resilience, adaptation and peaceful prosperity; public marketing, Macromarketing, activism and constructive engagement; and developing more responsible, harmonic, and supportive societies in Brazil and beyond. The authors conclude with some discussion, including opportunities for further collaboration and impactful research.

Keywords

macromarketing happiness marketing systems social justice war resilience and adaptation peacemaking constructive engagement sustainability

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Unlocking Our Potential: Collaborating with Local and Global Institutions to Advance a Macro Ethos for a More Just,Safe,Inclusive and Sustainable World

Abstract

Keywords

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