Marketing: The Next 40,000 Years

This invited commentary is a reflection on and response to an essay on " The Long Macro View", by Robert Lusch, who articulated key themes of human, societal and marketing evolution, and challenges marketing scholars to consider ways to reduce costs inflicted by prolific human activity, particularly (marketing) exchange. Those costs cumulatively pose existential threats to humanity; they also present opportunities, which potentially can be redressed by better understanding of conflict resolution theory, relevant marketing applications to reduce social conflict, and guidance by complementary macromarketing precepts. Consistent with some ideas in the aforementioned essay, the author of this commentary argues for constructive engagement by individuals, organizations and governments via institutional entrepreneurship, which is crucial to enhance the efficiency, effectiveness, fairness and sustainability of a complex and increasingly global macromarketing system, and the well-being and long-term survival of Homo Sapiens.