Marketing Communication-Actions
for Commons Care

by Martina Tafuro, Enrico Marcazzan, Paola Signori
published on Journal of Macromarketing

Abstract

This research explores marketing approaches and actions related to Commons using a (macro)marketing perspective. Acknowledging the vital role of marketers in addressing Commons issues, it emphasises the need for innovative solutions to protect the Commons.

This research adopts a qualitative and explorative approach based on macromarketing literature and the Laudato si’ encyclical letter. Relying on the insights from 36 interviews with members of the Economy of Francesco (EoF) community, it identifies three communication approaches (namely, Cautious, Responsible, and Collaborative), along with corresponding actions (namely, Them, I, and US) and nine tactics toward the care of the Commons. Through the innovative context EoF represents, the research offers theoretical and practical insights for decision-makers and businesses. In a societal context where companies are expected to address wicked problems, this article advocates for advancing marketing communication-actions to promote Commons care grounded in the Circular Subsidiarity and, more broadly, the Civil Economy paradigm.

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in photo: a moment of GRIOT, one of EoF’s initiatives for entrepreneurs

Martina Tafuro: Ph.D. Candidate in Management of Innovation, Sustainability and Healthcare, Sant’Anna School of Advanced Studies, Institute of Management

Enrico Marcazzan: Research Fellow, Sant’Anna School of Advanced Studies, Institute of Management

Paola Signori: Full Professor, Department of Management, University of Verona