Guest editorial: challenging the coloniality of raced markets

Abstract

Purpose

This special issue explores how marketing thought and practice have contributed to systemic racism but could alleviate racially insensitive and biased practices. An introductory historical overview briefly discusses coloniality, capitalism, eugenics, modernism, transhumanism, neo-liberalism, and liquid racism. Then, the special issue articles on colonial-based commodity racism, racial beauty imagery, implicit racial bias, linguistic racism and racial imagery in ads are introduced.

Design/methodology/approach

The historical introduction is grounded in a review of relevant literature.

Findings

Anti-racism efforts must tackle the intersection between neo-liberalism and racial injustice, the “raceless state” myth should be re-addressed, and cultural pedagogy’s role in normalizing racism should be investigated.

Practical implications

To stop perpetuating raced markets, educators should mainstream anti-racism and marketing. Commodity racism provides a historical and contemporary window into university-taught marketing skills.

Social implications

Anti-racism efforts must recognize neo-liberalism’s pervasive role in normalizing raced markets and reject conventional wisdom about a raceless cultural pedagogy, especially with the emergence of platform economies.

Originality/value

Little previous research has tackled the history of commodity racism, white privilege, white ideology, and instituting teaching practices sensitive to minority group experiences.

Citation

Shabbir, H., Hyman, M.R. and Kostyk, A. (2023), "Guest editorial: challenging the coloniality of raced markets", Journal of Consumer Marketing, Vol. 40 No. 5, pp. 549-557. https://doi.org/10.1108/JCM-05-2023-6027