Sustainability as Megatrend


Special issue of the Journal of Macromarketing, Editors Pierre McDonagh and Andrea Prothero; Deadline 28 Feb 2013

The Journal of Macromarketing seeks innovative contributions from policy makers, academics, non-governmental organizations, business people and others that explore how and why the idea of sustainability is now seen as megatrend.

Call for Papers
Special Issue on Sustainability as Megatrend: Journal of Macromarketing, 2014

Pierre McDonagh and Andrea Prothero
Special Issue Editors

One of the most challenging things that business and marketers need to act upon is a response to global environmental problems, what many now term “sustainability.” Sustainability has become one of the most contested and dynamic areas in academia, while some in the business world have hailed it a megatrend for the 21st Century. As such sustainability requires informed action sooner rather than later, or to paraphrase an old Hopi saying: “We are the ones we have been waiting for.” This special issue of the Journal of Macromarketing will reflect upon sustainability as a megatrend by asking various stakeholders to voice their cases: So, just what is it that you want us to do?

We seek innovative contributions from policy makers, academics, non-governmental organizations, business people and others that explore how and why the idea of sustainability is now seen as megatrend. Empirical and theoretical contributions are invited on (but not limited to) the following topics:

• Reaffirming sustainability research in the academy
• Macro concepts and micro practices of sustainability
• Sustainable consumption and production (SC&P) and the quest for universal sustainability
• Bridging academic theory and business practices – managing for sustainable leadership
• Materialism and the dominant social paradigm
• Sustainable business cases and excellence in sustainability
• Measuring geo-indicators and data sets for sustainability decision making
• Sustainable communication by organizations
• Sustainable technologies and the networked society
• Consulting for sustainability versus protesting for sustainability
• Transforming lives – sustainable families, communities and livelihoods
• Sustainability in BRIC countries
• Sustainability and collaborative consumption
• Public policy and grant making for sustainability

Manuscripts must be received no later than February 28, 2013, and the special issue will be published in September, 2014.
Please submit completed manuscripts to the Journal’s manuscript submission site, and indicate that your paper is intended for this special issue. Manuscripts guidelines are available at Early expressions of
interest and inquiries can be directed to either of the special issue editors: Pierre McDonagh ( or Andrea (Andy) Prothero (

Selected Bibliography
Arvidsson, Adam (2008), “Ethical Economy of Customer Coproduction,” Journal of Macromarketing 28 (4), 326-338.
Dobscha, Susan and Julie Ozanne (2001), “An Ecofeminist Analysis of Environmentally Sensitive Women: Qualitative Findings on the Emancipatory Potential of an Ecological Life,” Journal of Public Policy and Marketing, 20 (2), 201-214.
Kilbourne, William E. (2004), “Sustainable Communication and the Dominant Social Paradigm: Can They Be Integrated?” Marketing Theory 4(3), 187–208.
Kilbourne, William E., Pierre McDonagh, and Andrea Prothero (1997), “Sustainable Consumption and Quality of Life: A Macromarketing Challenge to the Dominant Social Paradigm,” Journal of Macromarketing, 17 (1), 4-24.
McDonagh, Pierre (1998), “Towards a Theory of Sustainable Communication in Risk Society: Relating Issues of Sustainability to Marketing Communications,” Journal of Marketing Management, 25 (7/8), 811-824.
McDonagh, Pierre Susan Dobscha and Andrea Prothero (2011), “Sustainable Consumption and Production: Challenges for Transformative Consumer Research,” in Transformative Consumer Research for Personal and Collective Well Being: Reviews and Frontiers, David Glen Mick, Simone Pettigrew, Cornelia (Connie) Pechmann, and Julie L. Ozanne, eds., Abingdon, UK: Routledge, 263-277.
Prothero, Andrea, Pierre McDonagh, and Susan Dobscha (2010), “Is Green The New Black? Reflections on a Green Commodity Discourse,” Journal of Macromarketing, 30 (2), 147-159.
Prothero, Andrea, Susan Dobscha, Jim Freund, William E. Kilbourne, Michael G. Luchs, Lucie K. Ozanne, and John Thogerson (2011), “Sustainable Consumption: Opportunities for Consumer Research and Public Policy,” Journal of Public Policy & Marketing, 30 (1), 31-38.
?i?ek, Slavoj (2009), First as Tragedy, Then as Farce. London: V erso
1 Dublin City University Business School, Ireland
2 School of Business University College Dublin, Ireland