Change or disappear? What marketing for a +1.5° world?[Changer ou disparaître ? Quel marketing pour un monde à + 1,5° ?]

Décisions Marketing celebrates its 30th anniversary this year. This raw fact, a priori innocuous, is nonetheless sobering. Issue 0 of the magazine is before my eyes, and the afm board meetings where we discussed its content and form are still fresh in my mind. It seems like yesterday, and yet it was thirty years ago. Both a banal observation and a psychological shock, when you think about it. Over the past thirty years, the magazine has deciphered, even anticipated, the practice of the discipline in organizations that have themselves adapted to the world and its evolution. And if the most experienced among us want to convince ourselves that 1993 was yesterday, we have to admit that our planet and those who inhabit it have changed radically, under the influence of a multitude of economic events (notably the bursting of the Internet bubble in 2000, the subprime crisis in 2008), political events (eg: September 11 attacks in 2001, Arab Spring in 2011, Brexit in 2016 and today war in Ukraine), health (e.g. mad cow disease in 1996, SARS 1 in 2002, H1N1 flu in 2009 and today COVID 19), societal (e.g. marriage for all, #metoo), technological (e.g. the WWW, GPS, smartphones, or AI) and, of course, climatic. These were long considered negligible, normal or totally denied, under the now scientifically established influence of major industrial and financial groups (Oreskes and Conway, 2010). But in the end, science prevailed, and no one today doubts the work proving anthropogenic impact on the environment (IPCC, 2023)…