Mapping marketing’s contribution to under-researched Sustainable Development Goals (SDGs): a well-being centric approach

Abstract

Businesses possess great potential to tackle global challenges and promote the Sustainable Development Goals (SDGs). However, marketing – a crucial part of business strategy – has often been criticized for its harmful effects on society and the environment. Despite such criticisms, there remains a need for research that emphasizes its possible positive contributions to the SDGs. This review paper investigates the largely overlooked relationship between marketing and specific SDGs, focusing on individual and stakeholder well-being. Specifically, we systematically analyze the marketing literature on all the SDGs guided by Maslow’s hierarchy of needs; we identify four that are among the least researched yet potentially impactful: Affordable and Clean Energy, Climate Action, Zero Hunger, and Partnerships for the Goals (SDGs 2, 7, 13, and 17). We lay the groundwork for understanding the interaction between marketing and these under-explored SDGs, their influence on well-being, and what they mean for marketing theory and practice. We also strive to support other SDGs indirectly. This study aims to provide a foundation for future research in this field.