Over the last decades, people around the world have expressed growing concerns about environmental (i.e., planetary) and societal (i.e., human) issues. As a result, a global movement has emerged in which businesses prioritize people and the planet over private profit. These businesses are not just part of the economic ecosystem; they also play an important role as social actors. Thus, the scope of marketing has expanded beyond transactions, it is now about shaping responsible consumer behavior and contributing to a sustainable future for the planet.

This conference is built around a fundamental question: What roles can marketing play in creating a better future for people and the planet? Societal marketing urges us to look beyond short-term gains and focus on long-term consumer well-being and societal impact. Marketing researchers and professionals must rethink their priorities to align with shifting consumer expectations, privacy considerations, ethical responsibilities, and environmental sustainability.

Join us in this critical discourse on marketing's evolving role. Let's contribute to shaping the future of people and planet by sharing your valuable research in the field of Marketing.

The Marketing themes and subthemes include (but are by no means limited to) the following:

1. Transformative Consumer Research (TCR) and Consumer Well-being

• Marketing's role in improving consumer well-being and social outcomes.
• Behavioral interventions for sustainability.
• Nudging consumers toward responsible consumption choices.

2. Sustainable and Ethical Marketing

• Ethical branding and advertising.
• Corporate sustainability and consumer well-being.
• ESG (Environmental, Social, and Governance) in marketing.
• Engaging stakeholders through innovative marketing campaigns.

3. Consumer Behavior and Sustainability

• Consumer responses to ethical and sustainability-oriented marketing.
• Privacy, trust, and ethical data use.
• Ethical consumption for young consumers.

4. Digital Innovation and Social Impact

• AI, big data, and digital platforms in promoting ethical consumption.
• Assessing AI's impact on social, environmental, and legal issues in marketing.

5. Corporate Social Responsibility (CSR) and Brand Activism

• Brand engagement in social and environmental advocacy.
• The impact of CSR on consumer trust and loyalty.

6. Marketing and Public Policy

• Marketing's role in shaping responsible business practices.
• Influence of marketing on regulatory and policy decisions.

7. Inclusive and Equitable Marketing

• Addressing diversity, inclusion, and accessibility in marketing strategies.

8. Food Marketing and Sustainable Agriculture

• Transformative technologies for sustainable food production and distribution.
• Promoting sustainable agricultural practices through targeted marketing.

9. Tourism: "Pakistan as a Brand"

• Sustainable tourism development strategies.
• Preserving cultural heritage and natural ecosystems through marketing.

10. Technology and Sustainable Consumption

• Sustainable innovations in consumer behavior.
• Augmented reality and consumption choices.
• Neuromarketing—Ethical considerations.
• Artificial intelligence and consumer experiences.

11. Sustainable Lifestyle Choices

• Adopting sustainable alternatives.
• Sustainable sourcing and supply chain practices.
• Preloved personal items and the sharing economy.
• Renting to promote sustainability.

12. Entrepreneurial Marketing and Sustainability

• Sustainable marketing strategies for startups.
• Scaling up businesses with sustainability at the core.

Note: The list above, though not exhaustive, serves as a guideline for potential topics.

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