This special issue focuses on developing macromarketing metrics that measure marketing's societal impact across various domains. Similar to how other disciplines employ standardized indicators—such as GDP in economics or life expectancy in healthcare—the call invites scholars to create comprehensive metrics capturing both positive and negative effects of marketing on society. The issue builds on existing academic and public sector measures and seeks to expand the toolkit for evaluating marketing's contribution to social well-being.
Submissions may examine metrics spanning multiple contexts including consumer vulnerability, sustainable practices, quality of life improvements, socio-economic development, and emerging issues like artificial intelligence and climate change. Both empirical and conceptual papers are welcomed, with particular encouragement for conceptual work that could guide future research. The special issue aims to generate metrics useful for both policy regulation and managerial decision-making across industries, sectors, and social groups.