From Insight to Impact: Rethinking Marketing and Consumer Research for Societal Transformation
Published online on February 18, 2026
Abstract
Journal of Macromarketing, Volume 46, Issue 2, Page 190-196, June 2026.
Marketing scholarship increasingly invokes societal impact as a marker of relevance and legitimacy. Yet despite this rhetorical shift, marketing theory remains marginal in many public, regulatory, and policy debates shaping societal futures. This ...
Marketing scholarship increasingly invokes societal impact as a marker of relevance and legitimacy. Yet despite this rhetorical shift, marketing theory remains marginal in many public, regulatory, and policy debates shaping societal futures. This ...