Commentary on ‘Look up! Five research proposals for rethinking marketing in a post-growth society’: Marketing must reflect on its own evolution in the Anthropocene epoch

Abstract

This article extends Rémy et al.’s proposal. It proposes to consider the evolution of marketing in the Anthropocene epoch in three stages. Firstly, it goes back to the macroeconomic observations and clarify certain assumptions that are wrongly attributed to Dekhili et al.’s vision of sustainable marketing. Secondly, the article develops the framework of what sustainable marketing practices should be for an organization. Finally, it offers pragmatic guidelines for marketing scholars wishing to conduct research projects in the Anthropocene context.