Macromarketing and its role in the sustainability of the planet.

Abstract

Social criticism against marketing practices, whose effects on society have been notable due to the overexploitation of
natural resources in their search to manufacture and sell products that satisfy consumer needs, without foreseeing their
long-term effects on the society. These criticisms have caused marketing academics and practitioners to look for
different marketing strategies to alleviate the criticism against them, thus creating new approaches with social concerns
such as green or ecological marketing, corporate social responsibility marketing, marketing. ethics, social marketing
and sustainable marketing. The present research work is a critical essay on the way in which marketing can play an
important role in the training of new managers with another mentality that pursues goals that support the sustainability
of the planet. However, the new marketing approaches are not articulated to have a substantial effect on the
preservation of life on the planet. In 2015, the United Nations agreed on the SDGs (Sustainable Development Goals)
consisting of 17 interconnected objectives and set the goal of completing them by 2030; They refer to more responsible
forms of consumption and production to reduce poverty and hunger. Hence the proposal of a new orientation called
macromarketing or macromarketing. The purpose of macromarketing is to create and maintain a harmonious
relationship between marketing and society, and therefore it has more possibilities of adapting to these sustainable
development objectives proposed by the UN.