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Lookup NU author(s): Dr Josephine Go JefferiesORCiD
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EXTENDED ABSTRACT: Global sustainability challenges necessitate a reevaluation of the egocentric ethic that dominates the current consumer well-being (CWB) literature. Despite the best philosophical intentions, CWB is typically measured through the narrow lens of satisfaction, a poor proxy for well-being that lags theorizing in other disciplines. To remain relevant, CWB research must adopt a holistic, transdisciplinary approach that balances individual prosperity within the broader environment. Inspired by Félix Guattari’s philosophy of three ecologies, we propose sustainable consumer well-being (sCWB), defined as a dynamic equilibrium between individual, social, and environmental interactions in the marketplace, where individual thriving today does not compromise the ability of others, the planet, or future generations to thrive. We figuratively represent sCWB as a triple helix; achieving sCWB requires all three intertwined ecologies to thrive. To measure sCWB, we introduce the sCWB Matrix where data capturing harmful versus beneficial marketplace activities can be independently plotted. Boldly ambitious, achieving sCWBcan give firms a competitive advantage, help consumers improve their own well-being, improve societal equity and sustain the planet. KEY CONTRIBUTIONS: Theoretical: Our work moves the CWB literature away from the reductionist, egocentric measures of satisfaction that dominate currently, to align with contemporary theorizing in the broader well-being field and answer calls for transdisciplinary models that integrate sustainability and well-being (Davies et al., 2020; Mead et al., 2021; O’Mahony, 2022; van Agteren et al., 2021). By embedding consumer well-being within sustainability, we provide a novel way for the marketing discipline to reconsider its role in a post-growth society (Rémy et al., 2024)and help achieve a better, more sustainable, world (Mende & Scott, 2021). The proposed bivariate measurement structure of the sCWB Matrix also contributes to ongoing debates about whether value co-creation and co-destruction are single or differentiated concepts (Alexander & Vallström, 2023; Lumivalo et al., 2024).Managerial: We propose a radical reconsideration of how companies engage in, and report on, sustainability efforts that puts the well-being of consumers and the environment alongside the pursuit of profit. While CWB is the oft stated goal of marketing activities, current financial and sustainability reporting structures omit transparent measures. sCWB proposes a new tripartite reporting structure that emphasizes holistic individual well-being, alongside social and environmental. To help individuals and policymakers assess the consequences of consumption choices, our model requires firms to independently assess the value and damage resulting from their activities in all three areas. Policy: Current laws around individual, social and environmental business practices are formulated reactively to remedy existing harms or injustices. In contrast, sCWB demonstrates the need for sustainability regulation to also include predictive and regenerative approaches that put the onus on businesses to restore ecosystems, social equity, and biodiversity. Current policymaking also treats each ecology independently, overlooking the consequences in other ecologies. sCWB promotes a systems perspective that considers the three ecologies together.
Author(s): Machin JE, Go Jefferies J, Mirabito A, Holt E, Rutelione A, Adkins NR, Crosby E, Alcoforado D
Publication type: Conference Proceedings (inc. Abstract)
Publication status: In Press
Conference Name: 2025 AMA Marketing and Public Policy Conference
Year of Conference: 2025
Acceptance date: 24/02/2025
Publisher: American Marketing Association
URL: https://www.ama.org/events/academic/2025-ama-marketing-and-public-policy-conference/
