Contextualized in the current pandemic, this essay discusses social marketing and public policy efforts from a ‘social solidarity and care ethics’ perspective. It presents a prototypical inclusivity-based approach for managing pandemics, with adaptive and maladaptive examples to show how the ‘social solidarity and care ethics nexus’ can and should ‘travel’ within and between societal strata. It positions this perspective as a form of phronetic polysemic marketing, and thus considers the complexity of pandemic sociopsychology and stresses the need for practical wisdom.


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Shabbir, H., Hyman, M. & Kostyk, A. 2021, 'A macromarketing prescription for Covid-19: solidarity and care ethics', Journal of Macromarketing, 41(2), pp. 181-193. https://doi.org/10.1177/02761467211001544

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Last updated: 17 June 2022
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