Should marketing educators do more to help combat climate change?

In a recent study published in the peer-reviewed Journal of Macromarketing, lead author Sabrina Helm, an associate professor at the US university, and her co-authors surveyed marketing educators from 42 countries to understand if, and how, they are integrating climate change into their curricula. 

They found that just over one-third of respondents actively integrate sustainability and climate change into their classrooms. About half recognise the need for change, but feel stuck teaching ‘business-as-usual’ marketing curricula. 

The remaining respondents value the standard marketing curricula. Members of this group don’t deny climate change. Rather, they believe marketing education is not the place to address the issue. 

“It does not make sense to teach our standard business-as-usual marketing repertoire while we are confronted with these grand challenges in society,” Helm says.  

“I hope people realise how much impact we have, as educators, on the decisions of business leaders of the future. If climate change is caused by overconsumption, and marketing … is driving consumer behaviour, you can immediately see the connection and need for change.” 

Suggested solutions and supporting resources 

In the paper, the research team also provides suggested solutions and supporting resources for educators interested in altering their research or curriculum to promote an economy that incentivises the restoration of nature and net-zero carbon emissions. 

“It’s my role, and the role of all educators, to drive these discussions in the classroom,” Helm says.  

“I don’t have solutions to the climate crisis, and I can’t revamp the capitalist system, but I can bring new ideas to my students. I can teach them to ask good questions and persevere in getting answers and enacting good practices when they get into their careers.” 

Helms continues: “The model that requires infinite growth cannot be workable when you think about resource constraints on our planet. It will require rethinking what economic success means and changing how we live our lives.  

“The task is huge, but … it’s quite interesting to think about marketing in that context because marketing has been pursuing this growth mantra, but we can instead use marketing for good.” 

Helm, who also studies climate change and anxiety, acknowledges that such discussions with students can be challenging, but says doing so in a thoughtful way can lead to better results and greater change. 

You can read more about the study, titled ‘No Marketing on a Dead Planet: Rethinking Marketing Education to Support a Restoration Economy’, and the potential of marketing for good when it comes to climate change, here.