Guest editorial: challenging the coloniality of raced markets

Haseeb Shabbir, Michael R. Hyman, Alena Kostyk

Research output: Contribution to journalEditorialpeer-review


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.

Original languageEnglish
Pages (from-to)549-557
Number of pages9
JournalJournal of Consumer Marketing
Issue number5
Early online date20 Jul 2023
Publication statusPublished - 27 Jul 2023

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