5th Marketing and Sustainable Development Day (JMDD) 2024

This day aimed to explore the necessary transformations in marketing in response to current environmental and societal challenges. The 5th Marketing and Sustainable Development Day (JMDD) was held on 5 December 2024 in Strasbourg, organised under the direction of Sihem DEKHILI, Professor of Sustainable Marketing at ESSCA and Director of the MECE Institute.

The opening conference set the tone:

Thierry POUCH (economist, APCA) and Thomas HOERBER (ESSCA) provided an overview of the evolution of sustainability in Europe, a topic with particular resonance in Strasbourg, home to many European institutions.

Throughout the day, 11 presentations explored various and current themes:

• Societal engagement in higher education
• Acceptability of low-tech technologies
• Food waste, ethics
• Responsible practices
• Ecophilosophy
• Animal welfare
• Flexitarianism
• Minimalist and sustainable fashion

A round table, bringing together Jean-Luc GIANNELLONI, Olivier CLASSIOT, Adrien MONTAGUT-ROMANS, Aurélie MERLE, and Vincent HELFRICH, examined the evolution of practices and research in the Anthropocene era. This debate extended a reflection initiated in the journal Recherche et Applications en Marketing (RAM) on sustainable marketing in relation to planetary boundaries.

Finally, the day was marked by the award for the best presentation to Jean-Marc FERRANDI, Béatrice SIADOU-MARTIN, Marie-Christine LICHTLÉ, and Anne MIONE for their work on the use of mobile applications in the fight against food waste, a promising indicator of responsible consumption.