We don’t need no transformation: how marketing myopia is failing the climate generation

This paper argues that the persistence of high-carbon business logics in marketing education constitutes a contemporary form of marketing myopia, and that it supports epistemic containment. Drawing on systems thinking and sustainability transitions research logics, we analyse leading marketing textbooks. Despite decades of critique, we find that dominant narratives continue to normalise carbon-intensive growth logics, institutionalising a worldview increasingly detached from biophysical realities. We identify seven reinforcing feedback loops that help explain why incremental reform efforts have failed, and how textbooks reproduce disciplinary inertia through a dominant pedagogical design. We argue that regenerative marketing education requires transformative rather than incremental change. The study conceptualises marketing education as a dynamic socio-technical system and proposes a three-domain framework spanning systems, normative, and transformative knowledge to guide regenerative curricular redesign.