Responsible markets and marketing

Meri-Maaria Frig; Pia Polsa; Jonna Helena Heliskoski

doi:10.4324/9781003229728 -13

Responsible markets and marketing

Meri-Maaria Frig
, Pia Polsa
, Jonna Helena Heliskoski

Marketing, Helsinki

Research output: Chapter in Book/Report/Conference proceeding › Chapter › Scientific › peer-review

Abstract

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.

Original language	English
Title of host publication	Transformative Action for Sustainable Outcomes : Responsible Organising
Editors	Maria Sandberg, Janne Tienari
Number of pages	7
Place of Publication	Abingdon, Oxon
Publisher	Routledge
Publication date	2022
ISBN (Print)	978-1-032-13534-2, 978-1-032-13536-6
ISBN (Electronic)	978-1-003-22972-8
DOIs	https://doi.org/10.4324/9781003229728 -13
Publication status	Published - 2022
MoE publication type	A3 Book chapter

Publication series

Name	Routledge advances in sociology
Publisher	Routledge
Number	343

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 12 Responsible Consumption and Production

Keywords

512 Business and Management

Access to Document

10.4324/9781003229728 -13

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Responsible markets and marketing. / Frig, Meri-Maaria; Polsa, Pia ; Heliskoski, Jonna Helena.
Transformative Action for Sustainable Outcomes: Responsible Organising. ed. / Maria Sandberg; Janne Tienari. Abingdon, Oxon: Routledge, 2022. (Routledge advances in sociology; No. 343).

Research output: Chapter in Book/Report/Conference proceeding › Chapter › Scientific › peer-review

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Responsible markets and marketing

Abstract

Publication series

UN SDGs

Keywords

Access to Document

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