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A Macromarketing Prescription for Covid-19: Solidarity and Care Ethics

Hyman, Michael R.; Shabbir, Haseeb A.; Hyman, Mike; Kostyk, Alena


Michael R. Hyman

Haseeb A. Shabbir

Mike Hyman

Alena Kostyk


Contextualized in the current pandemic, this essay discusses social marketing and public policy efforts from a ‘social solidarity and care ethics’ perspective. It presents a prototypical inclusivity-based approach for managing pandemics, with adaptive and maladaptive examples to show how the ‘social solidarity and care ethics nexus’ can and should ‘travel’ within and between societal strata. It positions this perspective as a form of phronetic polysemic marketing, and thus considers the complexity of pandemic sociopsychology and stresses the need for practical wisdom.


Hyman, M. R., Shabbir, H. A., Hyman, M., & Kostyk, A. (in press). A Macromarketing Prescription for Covid-19: Solidarity and Care Ethics. Journal of Macromarketing,

Journal Article Type Article
Acceptance Date Feb 19, 2021
Online Publication Date Mar 17, 2021
Deposit Date Mar 10, 2021
Publicly Available Date Mar 18, 2021
Journal Journal of Macromarketing
Print ISSN 0276-1467
Electronic ISSN 1552-6534
Publisher SAGE Publications
Peer Reviewed Peer Reviewed
Keywords Social solidarity; Care ethics; Phronetic marketing; Public policy; Pandemic responses
Public URL


Article (430 Kb)

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