Describes global market literacy journey, impacting over 100,000 individuals, suggesting key lessons for marketing and sustainability.
We describe the journey of marketplace literacy around the globe to derive lessons for global marketing. Marketplace literacy is fundamentally rooted in the discipline of marketing, which is the first layer of the onion, so to speak, that is essential for those with low income to participate in the marketplace. We describe the evolution of the social enterprise of marketplace literacy that has reached more than 100,000 individuals in four continents. The design, delivery, growth, and scaling of marketplace literacy offer important lessons for global marketing research, education, and practice, and ultimately sustainable development.
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Viswanathan et al. (2025) studied this question.
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