City Research Online

Guest editorial: challenging the coloniality of raced markets

Shabbir, H. ORCID: 0000-0001-7423-174X, Hyman, M. R. & Kostyk, A. (2023). Guest editorial: challenging the coloniality of raced markets. Journal of Consumer Marketing, 40(5), pp. 549-557. doi: 10.1108/jcm-05-2023-6027


This special issue explores how marketing thought and practice have contributed to systemic racism but could alleviate racially insensitive and biased practices. An introductory historical overview briefly discusses coloniality, capitalism, eugenics, modernism, transhumanism, neo-liberalism, and liquid racism. Then, the special issue articles on colonial-based commodity racism, racial beauty imagery, implicit racial bias, linguistic racism and racial imagery in ads are introduced.

The historical introduction is grounded in a review of relevant literature.

Anti-racism efforts must tackle the intersection between neo-liberalism and racial injustice, the “raceless state” myth should be re-addressed, and cultural pedagogy’s role in normalizing racism should be investigated.

Practical implications
To stop perpetuating raced markets, educators should mainstream anti-racism and marketing. Commodity racism provides a historical and contemporary window into university-taught marketing skills.

Social implications
Anti-racism efforts must recognize neo-liberalism’s pervasive role in normalizing raced markets and reject conventional wisdom about a raceless cultural pedagogy, especially with the emergence of platform economies.

Little previous research has tackled the history of commodity racism, white privilege, white ideology, and instituting teaching practices sensitive to minority group experiences.

Publication Type: Article
Additional Information: © The authors, 2023. This AAM is provided for your own personal use only. It may not be used for resale, reprinting, systematic distribution, emailing, or for any other commercial purpose without the permission of the publisher.
Publisher Keywords: Neo-liberalism, Coloniality, Eugenics, Modernism and transhumanism, Raced markets
Subjects: H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HM Sociology
H Social Sciences > HN Social history and conditions. Social problems. Social reform
H Social Sciences > HV Social pathology. Social and public welfare
Departments: Bayes Business School > Management
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