Abstract
This Journal of Macromarketing special issue on “Sustainability as Megatrend” was guest edited by Pierre McDonagh of University of Bath and Andrea Prothero of University College Dublin. The Journal has had a long-standing commitment to the topic of environmental sustainability (see our June 2010 special issue) and I am very pleased with the assemblage of new research the guest editors have brought together for this special issue. The nine rigorously refereed articles examine two schools of macromarketing thought relevant to sustainability; analyze the structure of sustainability discourses; revisit sustainability as an issue of materiality; explore disposing and gleaning of household objects on the streets of Paris; probe the semiotics of brands, gender, and sustainability; investigate the portrayal and influence of sustainability claims in advertising; describe public markets in five North American and European cities as sites of sustainability; consider plant-based diets as sustainable eating; and show how a network of Swedish retailers and recyclers, charitable and consumer groups, environmental organizations, and government agencies have created new channels for the reuse and recycling of clothing and textiles. In their introductory article, our guest editors preview these fine works and discuss how macromarketing research informs our understanding of sustainability. The Journal owes Pierre and Andy a profound debt of gratitude for putting together such an excellent assemblage of macromarketing thought.
Book and Media Reviews
A review of a thought-provoking book on sustainability is also included in the special issue: Işık Özge Yumurtacı’s account of Enough is Enough-Building a Sustainable Economy in a World of Finite Resources by Rob Dietz and Dan O’Neill (San Francisco: Berrett-Koehler Publishers, Inc., 2013).
The Journal of Macromarketing is committed to maintaining a strong book and media review section that advances the field of macromarketing. Suggestions for book reviews, or inquiries about what the book review editor may have available, should be sent to Marilyn Liebrenz-Himes (
Calls for Papers: Special Issues and Conferences
Ray Benton (Loyola University Chicago) will guest edit a special issue on “Religion and Macromarketing” tentatively scheduled to be published in September 2016. The submission deadline is February 28, 2015. Mario Campana, Andreas Chatzidakis, and Mikko Laamanen will guest edit a special issue on “Alternative Economies.” The submission deadline is August 31, 2015 and the planned publication date is March 2017. Conferences relevant to the interests of the Journal include the 2015 Conference on Historical Analysis and Research in Marketing (CHARM) to be held aboard the Queen Mary in Long Beach, California (submission deadline December 14, 2014) and the 40th Annual Macromarketing Conference to be held in Chicago (submission deadline February 15, 2015). Detailed calls for papers and contact information can be found at the back of this issue.