A Call for Further Research at the Intersection of Race, Marketing, and Public Policy

In memory of Geraldine Rosa Henderson, whose tireless efforts and unwavering commitment to fostering and expanding our understanding of race in the marketplace stands as a model for all. Her contributions to the field of marketing and public policy exemplify excellence in scholarship and mentorship, and a passion for pushing the field forward.

Race is intertwined with the structures and actions of and within society. Evidence of this is found in the systemic nature of racism. Bus boycotts, sit-ins, social media–initiated protests, and other forms of consumer activism are clear and visible demonstrations of the importance of acknowledging that race is unequivocally embedded in marketplaces and rooted in marketing practices. Indeed, racial identity is a fundamental aspect of our lived experience, if not our belief systems. We argue that it is imperative that the corpus of knowledge we develop around consumers and marketplaces directly considers the lived experiences of people from different racial backgrounds and the structural relations that uphold racism, including antiblackness.

Article

A Call for Further Research at the Intersection of Race, Marketing, and Public Policy

Journal

Journal of Public Policy & Marketing

cO-AUTHOR

Aronté Marie Bennett, Samantha N. N. Cross, Akon Ekpo and Francesca Sobande