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

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.