Marketing and the Sustainable Development Goals (SDGs): A Review and Research Agenda

Abstract

While the Dominant Social Paradigm (DSP) views social and ecological issues as constraints to economic growth, several academics assert that achieving social, environmental and economic progress can be realized simultaneously via the “triple bottom line” approach. This chapter examines the role of businesses, specifically marketing, in accomplishing sustainable development. Furthermore, the paper sets an agenda for marketers on how to include the Sustainable Development Goals (SDGs) in their business frameworks. Our approach is conceptual in nature, where the literature domains on the evolution of marketing schools of thought, sustainability and marketing, and the sustainable development goals are cross-referenced and synthesized. The paper ends up with research propositions that are in tandem with the Sustainable Development Goals (SDGs). The paper would, thus, be appealing to different audiences; including marketers, company managers, non-profit organizations, and the scholarly community.