efore the pandemic, many academics were frequent flyers. We travelled to conferences and board meetings, to conduct fieldwork, to visit collaborators and to give seminars and lectures. Many of us took multiple long-haul flights per year and have accrued thousands of air miles.Yet we are also acutely aware of the negative impacts of travel. Before the outbreak of COVID-19, the transport sector as a whole accounted for 24% of annual global emissions of carbon dioxide. Aviation was responsible for about 3%, road transport 18% and rail less than 1% (ref. 1).The vast majority of flights were taken by a small minority of frequent flyers. In the United Kingdom, 15% of the population was responsible for 70% of the flights 2 . There are clear inequalities in who travels by air 3 .Academics are part of this hypermobile lifestyle. The sum total of travel associated with attendance at one large academic conference can release as much CO 2 as an entire city in a Emissions associated with large academic meetings could be slashed by boosting virtual attendance and regional hubs, new calculations suggest. Some 28,000 people travelled to the American Geophysical Union's 2019 Fall Meeting, resulting in 80,000 tonnes of carbon emissions.

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Market orientation has been a foundation of corporate marketing strategy since the middle of the last century. There is a need for a broader conceptualization of market orientation and a new corporate marketing model is proposed: sustainable market orientation (SMO). Taking a macromarketing perspective, the new conceptualization proposes the use of three key sustainable development objectives in corporate marketing strategy; economic, social, and ecological sustainability. Corporate benefits from a SMO are discussed, a model for empirical testing is presented, and a range of research opportunities are discussed.

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