In favor of decolonialism from Latin America in decolonizing marketing: a commentary

In this commentary, I address how Eckhardt et al. (2022, “Decolonizing Marketing.” Consumption Markets & Culture 25 (2): 176–186. https://doi.org/10.1080/10253866.2021.1996734), in their call for “decolonizing marketing,” disconsider important discussions raised by decolonialism from Latin America. I thus observe sound concepts related to decolonialism from Latin America that need to be comprehended for the advancement of any decolonizing attempts in marketing. Still, I present the criticism regarding the structures surrounding universities as controllers of knowledge that decolonialism from Latin America has made. I also acknowledge Paulo Freire’s work on critical pedagogy as a way to achieve decolonization in the marketing classroom. Also, I discuss what can be learned from decolonialism from Latin America in marketing. I, therefore, make a case for considering decolonialism from Latin America if marketing aims to advance decolonization and diminish the coloniality associated with the discipline.