Macromarketing e os objetivos de desenvolvimento sustentável: uma perspectiva teórica sobre marketing, sociedade e desenvolvimento

Abstract

This study aims to understand how macromarketing contributes to strengthening relations between marketing and society, especially through its articulation with the Sustainable Development Goals (SDGs), proposed by the United Nations in the 2030 Agenda. The research is qualitative in nature, with a theoretical-bibliographical design, based on national and international authors who approach marketing from systemic, ethical and social perspectives. For analysis, the thematic content analysis technique was used, according to Bardin (2016), applied to 50 academic publications, including articles, books, dissertations, theses and institutional documents. The results indicate that macromarketing expands the scope of traditional marketing by incorporating social, environmental and ethical concerns into marketing practices. Its convergence with SDGs such as gender equality (SDG 5), sustainable industry and innovation (SDG 9), reduction of inequalities (SDG 10) and responsible consumption (SDG 12) stands out. Despite the challenges to its effective application, macromarketing offers a solid basis for more conscious organizational strategies aligned with collective well-being. The findings reinforce the relevance of this approach for managers and public policy makers interested in promoting sustainable development with social responsibility.