Before the launch of the Journal of Marketing (JM) in 1936, scholars who were interested in marketing theory and practice had few outlets for their work other than economics journals and the Journal of Retailing, which was first published in 1925. In JM's inaugural issue, article titles presaged many of the areas that developed over time to represent the multi-faceted marketing discipline we know today. For example, Mcdermott (1936) focused on consumer behavior, Taylor (1936) on marketing

more »

... ch methods, and Lester (1936) on changes in B2B marketing. As was the case for marketing scholars in 1936, more general journals related to sustainability have been available for some time. However, until last year, an academic journal dedicated to sustainable marketing did not exist. I'm pleased to say that this is no longer the case. Sponsored by the Shidler College of Business (https://shidler.hawaii.edu/) and published by Luminous Insights, the Journal of Sustainable Marketing (JSM) is committed to diffusing quality research, conceptual papers, case studies, and commentaries that address critical issues in sustainable marketing. Rarely in the history of marketing has there been a new journal that addresses a topic of such acute importance, not only to the field, but to the future of the planet. The well-respected World Resources Institute summarized the most recent Intergovernmental Panel on Climate Change report by noting 5 major takeaways: 1) global warming is expected to reach 1.5 degrees C (2.7 degrees F) within 2 decades; 2) limiting global warming to 1.5 degrees C will take transformational change; 3) climate science understanding is stronger than ever; 4) current changes are unprecedented and will impact the entire planet; and 5) every fraction of a degree increase has more "dangerous and costly impacts" (Levin et al., 2021) .