This research focuses on youth social entrepreneurs who are leading ventures that address pressing societal problems including climate change, gun reform, and social justice. It answers Journal of Public Policy & Marketing’s call for more research in marketing on social entrepreneurship. Consistent with the mission of Transformative Consumer Research to enhance individual and societal well-being, this research explores how the dynamic ecosystem of youth social entrepreneurs empowers them to rise up to transform people, communities, and the future for the better. The authors partnered with 20 established youth social entrepreneurs who have founded social impact initiatives as well as two organizations that support youth social entrepreneurs, Ashoka and Future Coalition, to develop a framework for understanding the ecosystem that encourages youth social entrepreneurs to enhance people’s well-being and make the world a better place. This framework integrates the experiences of these youth social entrepreneur partners and extant literature in marketing and related disciplines to provide guidance that can help researchers, policy makers, educators, and parents design an environment to support the success of youth social entrepreneurs.
This article takes a structural approach to understand how complex organizations, in this case public school districts in the United States, implement programs to promote greater justice for consumers. Drawing on the integrative justice model as a guide, this study uses deductive grounded theory and axial coding to understand how social programs, such as the National School Lunch Program, both orchestrate and obstruct distributive justice (DJ). Leaning on public policy and macromarketing literature and using ethnographic data as a guide, the study proposes a market orchestration model of DJ to offer guidance on how social programs can promote greater DJ.
Purpose This study aims to evaluate how brands communicate with consumers through the COVID-19 pandemic and how messaging has shifted over time. The authors identify a typology drawn from extant literature and use it to understand how brands shape consumers’ behavior. Design/methodology/approach Through a mix of interpretive and thematic analysis, the authors examine 858 US email advertisements and how these messages have evolved throughout the pandemic. Findings The authors findings demonstrate brand communication ranges from prosocial to brand messaging and brands employed different strategies at different phases of the pandemic. Specifically, while brands started out emphasizing socially desirable behavior before and directly after a national emergency was declared, COVID-19-related communications shifted to predominantly marketing-related messages later in the pandemic. Originality/value This study provides valuable insight into how brands adjust communication strategies through a prolonged cultural trauma and how these messages relate to authenticity, the triple bottom line and a social (versus branded) focus.
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