The Convergence of Sustainability and Marketing: Transforming Marketing to Respond to a New World

Abstract

This commentary offers reflections on how scholars can advance the marketing discipline and contribute to the achievement of the United Nations Sustainable Development Goals (SDGs). It contributes to an Australasian Marketing Journal special issue that examines the SDGs from the perspective of a for-profit organization—an important and under-researched topic. It is organized around three strategic planning questions: What is the current situation with respect to sustainability and marketing? Where is the marketing discipline going vis-à-vis the SDGs? How can it help achieve these goals? This commentary contends all work in marketing should be considered in light of the SDGs and that marketers can create high-impact research that furthers the SDGs by following the principles of Responsible Research in Business and Management (rrbm.network). It considers sustainability trends, the evolution of the marketing discipline, and the gap between SDGs and marketers’ knowledge about how to achieve them. It briefly outlines current research priorities and progress made by marketing scholars on sustainability issues. Last, it describes ways for marketing scholars to engage in responsible research—that is, research that is useful to society and is credible—thereby contributing to achieving the SDGs and improving individual, organizational, societal, and environmental well-being.