Marketing Communication-Actions for Commons Care

This research explores marketing approaches and actions related to Commons using a (macro)marketing perspective. Acknowledging the vital role of marketers in addressing Commons issues, it emphasises the need for innovative solutions to protect the Commons. This research adopts a qualitative and explorative approach based on macromarketing literature and the Laudato si’ encyclical letter. Relying on the insights from 36 interviews with members of the Economy of Francesco (EoF) community, it identifies three communication approaches (namely, Cautious, Responsible, and Collaborative), along with corresponding actions (namely, Them, I, and US) and nine tactics toward the care of the Commons. Through the innovative context EoF represents, the research offers theoretical and practical insights for decision-makers and businesses. In a societal context where companies are expected to address wicked problems, this article advocates for advancing marketing communication-actions to promote Commons care grounded in the Circular Subsidiarity and, more broadly, the Civil Economy paradigm.