Addressing the greatest global challenges (UN SDGs) with a marketing lens

Abstract

Many organizations—including the Millennium Project (see Glenn & Florescu,2017), UN Foundation, the World Economic Forum, and Gates Foundation—have identified key global challenges that need to be addressed.Footnote1More and more businesses have started to rethink their business mission in a broader sense, to be more focused on objectives beyond profits alone. Accordingly, the main goals of corporations have evolved to include investing in employees, delivering value to customers, dealing ethically with suppliers, supporting outside communities, and making possible mutual and peaceful coexistence throughout the world.