Can Decolonialism Be Critical Marketing?

Recently, in marketing, scholars have started to adopt critical perspectives originating from the Global South to question the area’s association with hegemonic structures and capitalist-colonialist values ( Faria & Hemais, 2017 ; Jafari, 2022 ; Varman et al., 2024 ). This geopolitical shift toward viewing marketing from outlooks not grounded in Eurocentricism has resulted in a broad awareness among academics of the need for the discipline to become epistemically plural ( Brown, 2024 ; Eckhardt et al., 2022 ). Such discussions have thus opened the door for decolonialism from Latin America to flourish in marketing, bringing to light sensitive issues frequently overseen by the area, mostly because they were experienced by peoples in non-hegemonic positions who have been historically seconded ( Duarte & Quintão, 2022 ; Silva & Sauerbronn, 2021 ).