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Where are animals in marketing? Breaking free from anthropocentrism for multispecies inclusivity
[Où sont les animaux en marketing ? Sortir de l’anthropomorphisme pour une inclusivité multiespèces]

Author

Listed:
  • Boris Collet

    (USMB [Université de Savoie] [Université de Chambéry] - Université Savoie Mont Blanc, IREGE - Institut de Recherche en Gestion et en Economie - USMB [Université de Savoie] [Université de Chambéry] - Université Savoie Mont Blanc, Institut d'Administration des Entreprises (IAE) - Savoie Mont-Blanc)

  • Lucie Wiart

    (NEOMA - Neoma Business School)

  • Pierre Blondet

    (LARGEPA - Laboratoire de recherche en sciences de gestion Panthéon-Assas - Université Paris-Panthéon-Assas)

Abstract

This proposition examines the role of non-human animals in marketing research, highlighting their invisibility as subjects and their reduction to mere objects of consumption. Drawing on interdisciplinary studies and post-humanist perspectives, it critiques the dominant anthropocentric approach and proposes a research agenda for multi-species inclusivity. The article emphasises the need to recognise animals as active participants in market systems and advocates for innovative methodologies (multi-species ethnography, ethno-ethnography) to better integrate their perspectives. It calls for an ontological repositioning of marketing to address the ethical and environmental challenges of the Anthropocene and promote a more inclusive and responsible discipline.

Suggested Citation

  • Boris Collet & Lucie Wiart & Pierre Blondet, 2025. "Where are animals in marketing? Breaking free from anthropocentrism for multispecies inclusivity [Où sont les animaux en marketing ? Sortir de l’anthropomorphisme pour une inclusivité multiespèces]," Post-Print hal-05820822, HAL.
    • Handle: RePEc:hal:journl:hal-05820822
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