2025 Winter American Marketing Association conference

Friday 14 February 2025

The Journal of Marketing’s Better Marketing for a Better World (BMBW) Special Issue sparked a movement showcasing marketing’s role in driving sustainability, empowerment, and wellbeing. At the 2025 Winter American Marketing Association conference, professors Christine Moorman, Rajesh Chandy, Juliet Zhu, and Nita Umashankar led a workshop on integrating BMBW into classrooms. The session explored innovative ways to integrate BMBW principles into new and existing courses and foster cross-national collaborations, exposing students to marketing’s power to uplift communities in need. The session highlighted how research and teaching work together to inspire future leaders to use marketing for meaningful change.