Marketing with More Meaning: Insights from Stanley Shapiro on Sustainable Societal Provisioning Systems

Abstract

The evolution of marketing thought has shifted from its initial focus on consumption and economic growth to encompass broader societal and environmental concerns. In this insightful interview, Professor Emeritus Stanley Shapiro, a pioneer in macromarketing and long-time advocate for sustainable societal provisioning systems, reflects on his academic journey, from the managerial orientation of marketing in the mid-twentieth century to his later involvement in the Canadian Conserver Society and macromarketing movements. He discusses how sustainable provisioning reframes marketing’s goals around distributive justice, resilience, and global sustainability, proposing that marketing management practices must evolve beyond profit-driven logics. Offering both historical and forward-looking perspectives, the conversation provides valuable guidance for scholars interested in developing research that truly matters for society and the environment.