Beyond Poverty: Social Justice in a Global Marketplace

Linda Scott, Jerome D. Williams, Stacey Menzel Baker, Jan Brace-Govan, Hilary Downey, Anne-Marie Hakstian, Geraldine Rosa Henderson, Peggy Sue Loroz, Dave Webb

Research output: Contribution to journalArticlepeer-review

38 Citations (Scopus)
24 Downloads (Pure)


The social justice paradigm, developed in philosophy by John Rawls and others, reaches limits when confronted with diverse populations, unsound governments, and global markets.Its parameters are further limited by a traditional utilitarian approach to both industrial actors and consumer behaviors. Finally, by focusing too exclusively on poverty, as manifest in insufficient incomes or resources, the paradigm overlooks the oppressive role that gender,race, and religious prejudice play in keeping the poor subordinated. The authors of this article suggest three ways in which researchers in marketing could bring their unique expertise to the question of social justice in a global economy: by reinventing the theoretical foundation laid down by thinkers such as Rawls, by documenting and evaluating emergent “feasible fixes” to achieve justice (such as the global resource dividend, cause-related marketing, Fair Trade, and philanthrocapitalism), and by exploring the parameters of the consumption basket that would be minimally required to achieve human capabilities.
Original languageEnglish
Pages (from-to)39-46
Number of pages8
JournalJournal of Public Policy and Marketing
Issue number1
Publication statusPublished - 2011

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing


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