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Global Ma ke ing Responses o Clima e Mig a ion T ends
Abul Fazal Mohammad Ahsan Uddin
Depa men o managemen s udies
Comilla uni e si y, Comilla-3506, Bangladesh Phone:
+8801309986396 |
Email: [email protected]
In e na ional Jou nal o Resea ch in
Managemen Fields
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ISSN (P) 2577-1876 (O) 2577-4274
ARTICLE INFO ABSTRACT
©2025 RS Publica ion
Pape ID: IJRMF-
6911A8ECDDFDE
Recei ed: 2025-10-12
Published: 2025-11-23
DOI:
h ps://dx.doi.o
g/10.5281/zenodo.
17686406
Page No: 77-98
The inc easing equency and se e i y o clima e- ela ed e en s ha e accele a ed global displacemen , gi ing ise o wha
is now ecognized as clima e mig a ion. Millions o people a e being o ced o eloca e as hei li elihoods a e dis up ed by
ising sea le els, dese i ica ion, and ex eme wea he phenomena. Acco ding o he In e na ional O ganiza ion o
Mig a ion (2021), clima e-induced mig a ion could displace o e 200 million people by 2050. This unp eceden ed
demog aphic shi no only p esen s humani a ian and poli ical challenges bu also ca ies signi ican implica ions o he
global ma ke place. As popula ions eloca e, consume needs, alues, and beha io s e ol e — compelling co po a ions and
ma ke e s o adap hei s a egies o a apidly changing global audience.
This pape explo es how global ma ke ing esponds o he eme ging ends associa ed wi h clima e mig a ion. I examines
he in e sec ion be ween mig a ion pa e ns and ma ke adap a ion h ough he lens o co po a e esponsibili y, b and
communica ion, and sus ainable inno a ion. The s udy u ilizes a quali a i e me hodology g ounded in seconda y esea ch,
d awing om academic jou nals, co po a e sus ainabili y epo s, and policy publica ions o iden i y key ends,
oppo uni ies, and limi a ions in cu en ma ke ing p ac ices. The objec i e is o unde s and how global ma ke ing sys ems
no only espond o bu also an icipa e he complex socio-economic ans o ma ions caused by en i onmen al displacemen .
Findings sugges ha global ma ke ing has begun o e ol e in h ee majo di ec ions: i s , a g owing emphasis on e hical
and inclusi e ma ke ing, ensu ing ha displaced and ulne able communi ies a e ep esen ed espec ully in campaigns;
second, a shi owa d sus ainabili y-d i en b anding, as i ms align hei iden i ies wi h en i onmen al and social
consciousness; and hi d, he eme gence o localized ma ke ing s a egies ha espond o he unique cul u al and economic
eali ies o mig an popula ions. Mul ina ional co po a ions such as Unile e and IKEA, o example, ha e es uc u ed hei
campaigns a ound ci cula economy p inciples and clima e esilience messaging, posi ioning sus ainabili y as a cen al
b and alue.
Howe e , challenges pe sis . Many co po a ions ace e hical dilemmas when ma ke ing amid c ises, as a emp s o le e age
social issues can be pe cei ed as oppo unis ic o insince e. Fu he mo e, he absence o s anda dized amewo ks o
ma ke ing in he con ex o displacemen leads o agmen ed and inconsis en app oaches ac oss indus ies and egions.
The s udy also highligh s he ension be ween p o i abili y and social esponsibili y, emphasizing ha genuine engagemen
wi h clima e mig a ion issues equi es collabo a ion wi h non-go e nmen al o ganiza ions, policymake s, and a ec ed
communi ies.
Ul ima ely, his esea ch con ibu es o he g owing discou se on sus ainable and e hical ma ke ing in he e a o clima e
change. I a gues ha global ma ke ing can se e as bo h a eac i e and p oac i e o ce — eac ing o he demog aphic and
cul u al ans o ma ions caused by clima e mig a ion, while p oac i ely p omo ing inclusi e and en i onmen ally
esponsible consump ion pa e ns. By unde s anding he link be ween mobili y, ma ke s, and mo ali y, ma ke e s can play
a pi o al ole in shaping no only consume beha io bu also collec i e esilience in a clima e-impac ed wo ld.
Keywo ds: Clima e mig a ion, Clima e-induced mig a ion, Global ma ke ing, Sus ainabili y ma ke ing, E hical ma ke ing,
Co po a e social esponsibili y (CSR), S akeholde heo y, Cul u al adap a ion, C oss-sec o collabo a ion, Inclusi e
ma ke ing, Disas e capi alism, Ma ke dis up ion, Demog aphic ola ili y, Clima e esilience, T anspa ency, Mig an
consume s, Digi al ma ke ing, Global E hical Ma ke ing F amewo k o Clima e Mig a ion (GEMFCM), In e nal
displacemen , Pu pose-d i en ma ke ing, Clima e jus ice
Ci e This Pape : Abul Fazal Mohammad Ahsan Uddin (2025). "Global Ma ke ing Responses o Clima e
Mig a ion T ends". INTERNATIONAL JOURNAL OF RESEARCH IN MANAGEMENT FIELDS
(IJRMF), ol. 9, no. 6, 2025, pp. 77-98. DOI: h ps://dx.doi.o g/10.5281/zenodo.17686406
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DOI: 10.5281/zenodo.17686406
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1. In oduc ion:
1.1 Backg ound o he S udy
Clima e change is one o he de ining global challenges o he 21s cen u y, d i ing en i onmen al deg ada ion,
esou ce sca ci y, and socio-economic ins abili y. Among i s mos c i ical consequences is clima e-induced mig a ion,
de ined as he mo emen o indi iduals and communi ies compelled o eloca e due o sudden o p og essi e
en i onmen al changes such as loods, d ough s, cyclones, and sea-le el ise (In e na ional O ganiza ion o Mig a ion
[IOM], 2021). Unlike adi ional mig a ion, which is o en olun a y and economically mo i a ed, clima e mig a ion
is p ima ily o ced and a ec s ulne able popula ions disp opo iona ely.
The displacemen caused by clima e change has p o ound implica ions o global ma ke s. Mig an popula ions b ing
new consump ion pa e ns, cul u al p e e ences, and socio-economic needs, eshaping he consume landscape in bo h
o igin and des ina ion a eas (Seddiky, Rahman, & Ahmed, 2024). Simul aneously, global co po a ions ace inc easing
p essu e om consume s, s akeholde s, and egula o y bodies o adop sus ainable, socially esponsible p ac ices
(Ko le & Sa ka , 2018). This in e sec ion o mig a ion, ma ke ans o ma ion, and co po a e esponsibili y p esen s
bo h challenges and oppo uni ies o global ma ke ing s a egies.
Businesses a e inc easingly in eg a ing sus ainabili y and social inclusion in o hei ma ke ing models o espond
e ec i ely o hese e ol ing eali ies. Fi ms like Unile e and IKEA ha e designed campaigns and p oduc s ha
add ess en i onmen al impac s, p omo e social equi y, and engage displaced popula ions e hically (Unile e , 2022).
These ini ia i es highligh he g owing impo ance o ma ke ing no me ely as a ool o p o i , bu as a mechanism
o social adap a ion and e hical engagemen in a clima e-impac ed wo ld.
1.2 P oblem S a emen
Despi e g owing awa eness, he e emains a signi ican gap in unde s anding how global ma ke ing adap s o clima e
mig a ion ends. While schola s ha e s udied clima e mig a ion om socio-economic and policy pe spec i es
(Gemenne & Bloche , 2017; Wo ld Bank, 2021), he e is limi ed esea ch on how co po a e ma ke ing s a egies
espond o he dynamic challenges and oppo uni ies associa ed wi h displaced popula ions.
Key p oblems include:
E hical Dilemmas: Ma ke ing campaigns may unin en ionally exploi he ulne abili ies o displaced popula ions
o appea oppo unis ic (Binns, 2021).
F agmen ed App oaches: Co po a e esponses o clima e mig a ion lack s anda dized amewo ks, esul ing in
inconsis en s a egies ac oss egions and sec o s (Pe sakis, De Ma chi, & Ca oll, 2025).
Limi ed Unde s anding o Mig an Consume s: Displaced popula ions ep esen a complex and cul u ally
di e se consume base, ye insigh s in o hei p e e ences and beha io s emain insu icien .
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Add essing hese issues is c i ical o ensu ing ha global ma ke ing s a egies a e e hical, inclusi e, and sus ainable,
ul ima ely suppo ing bo h co po a e compe i i eness and social esilience.
1.3 Resea ch Aim
The aim o his s udy is o explo e and analyze global ma ke ing esponses o clima e mig a ion ends, iden i ying
s a egies, challenges, and e hical conside a ions ha guide co po a e engagemen wi h displaced popula ions.
1.4 Resea ch Objec i es
To achie e his aim, he s udy pu sues he ollowing objec i es:
To examine he ways in which global co po a ions inco po a e clima e mig a ion conside a ions in o hei
ma ke ing s a egies.
To iden i y challenges and e hical dilemmas associa ed wi h ma ke ing o displaced popula ions.
To e alua e he e ec i eness o sus ainabili y and inclusi i y ini ia i es in global ma ke ing campaigns.
To p opose p ac ical ecommenda ions and a concep ual amewo k o e hical and e ec i e ma ke ing in clima e
mig a ion con ex s.
1.5 Resea ch Ques ions
The s udy is guided by he ollowing esea ch ques ions:
How do global co po a ions in eg a e clima e mig a ion conside a ions in o hei ma ke ing s a egies?
Wha a e he key challenges and e hical conce ns aced by ma ke e s when add essing displaced popula ions?
How e ec i e a e cu en sus ainabili y and inclusi i y ini ia i es in global ma ke ing campaigns a ge ing o
a ec ed by clima e mig a ion?
Wha s a egies o amewo ks can enhance e hical, inclusi e, and sus ainable ma ke ing p ac ices in he con ex
o clima e mig a ion?
1.6 Signi icance o he S udy
This s udy con ibu es o academic, co po a e, and policy discou se in se e al ways:
Academic Con ibu ion: I ills a esea ch gap by in eg a ing insigh s om clima e mig a ion s udies wi h
ma ke ing heo y, o e ing a no el pe spec i e on sus ainabili y-d i en consume engagemen .
P ac ical Rele ance: The indings in o m co po a e ma ke ing s a egies, helping companies de elop inclusi e
and e hically esponsible campaigns o di e se consume bases.
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Policy Implica ions: The s udy p o ides guidance o egula o y and humani a ian agencies o encou age e hical
co po a e engagemen wi h displaced communi ies, acili a ing public-p i a e collabo a ion.
By b idging heo y and p ac ice, he s udy emphasizes he po en ial o ma ke ing o unc ion as a p oac i e ins umen
o social esilience in clima e-a ec ed egions.
1.7 Scope and Delimi a ion
The s udy ocuses on global ma ke ing s a egies ela ed o clima e mig a ion, emphasizing mul ina ional co po a ions,
NGOs, and in e na ional o ganiza ions. I is limi ed o seconda y quali a i e da a collec ed om pee - e iewed
jou nals, co po a e epo s, policy documen s, and epu able indus y publica ions be ween 2015 and 2024.
Delimi a ions include:
Exclusion o p ima y ield da a o in e iews wi h mig an s o co po a e manage s due o esou ce cons ain s.
Geog aphic ocus on egions mos a ec ed by clima e-induced mig a ion, p ima ily Sou h Asia, Sub-Saha an
A ica, and La in Ame ica.
Analysis is limi ed o ma ke ing p ac ices, no comp ehensi e co po a e ope a ions o in e nal HR policies.
1.8 Concep ual F amewo k
The s udy employs an in eg a ed concep ual amewo k combining S akeholde Theo y, Sus ainabili y Ma ke ing
Theo y, and B and Ac i ism:
S akeholde Theo y (F eeman, 1984): Highligh s co po a e esponsibili y o mul iple ac o s, including
displaced popula ions, employees, and communi ies.
Sus ainabili y Ma ke ing Theo y (Belz & Pea ie, 2012): Emphasizes he in eg a ion o en i onmen al and
social esponsibili y in o ma ke ing alue c ea ion.
B and Ac i ism (Ko le & Sa ka , 2018): Focuses on p oac i e engagemen in socie al issues, linking co po a e
pu pose wi h e hical ma ke ing campaigns.
This amewo k enables an e alua ion o ma ke ing s a egies as bo h ma ke -o ien ed and socially esponsible
in e en ions, b idging comme cial objec i es and humani a ian p io i ies.
1.9 De ini ion o Key e ms
Clima e Mig a ion: The mo emen o indi iduals o communi ies o ced o eloca e due o en i onmen al
changes such as sea-le el ise, loods, o d ough s (IOM, 2021).
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Sus ainabili y Ma ke ing: Ma ke ing p ac ices ha inco po a e social, en i onmen al, and economic
conside a ions in o business s a egies (Belz & Pea ie, 2012).
B and Ac i ism: The s a egic engagemen o b ands in social, en i onmen al, o poli ical causes o align
co po a e pu pose wi h s akeholde expec a ions (Ko le & Sa ka , 2018).
S akeholde Theo y: A concep ual amewo k ha emphasizes he esponsibili y o businesses o mul iple
s akeholde s beyond sha eholde s, including communi ies and socie y a la ge (F eeman, 1984).
1.10 O ganiza ion o P oposal
The hesis is o ganized in o six chap e s:
1. In oduc ion: Backg ound, p oblem s a emen , aim, objec i es, esea ch ques ions, signi icance, scope,
concep ual amewo k, and de ini ions.
2. Li e a u e Re iew: Comp ehensi e analysis o clima e mig a ion, sus ainabili y ma ke ing, e hical b anding, and
co po a e esponses.
3. Me hodology: Resea ch design, quali a i e app oach, da a sou ces, sampling s a egy, and analysis me hods.
4. Discussion and Findings: Thema ic analysis, iden i ica ion o challenges, e hical conside a ions, and po en ial
solu ions.
5. Limi a ions o he S udy: Me hodological and con ex ual cons ain s a ec ing gene alizabili y and eliabili y.
6. Conclusion and Recommenda ions: Summa y o key indings, heo e ical con ibu ions, and p ac ical guidance
o e hical and e ec i e ma ke ing.
This s uc u e ensu es a sys ema ic app oach o add essing he esea ch aim and ques ions, p o iding a cohe en
pa hway om heo y o ac ionable insigh s.
2. Li e a u e Re iew:
The li e a u e add essing clima e mig a ion has g own subs an ially in he las decade, mo ing om concep ual deba es
abou causali y o de ailed empi ical in es iga ions o demog aphic shi s, socioeconomic impac s, and policy
esponses. Ea ly seminal wo k amed en i onmen al change as one o many mig a ion d i e s (Black e al., 2011),
bu mo e ecen s udies and la ge-scale assessmen s emphasize he scale and spa ial complexi y o clima e-d i en
mo emen s and hei implica ions o ma ke s and ins i u ions (Wo ld Bank, 2018; 2021). The Wo ld Bank’s
G oundswell epo s p o ide in luen ial p ojec ions ha clima e change could displace ens o hund eds o millions o
people in e nally by mid-cen u y unde high-emissions scena ios, highligh ing egions ha may become mig a ion
ho spo s (Wo ld Bank, 2018; 2021).
A g owing body o empi ical esea ch has documen ed how clima e haza ds—bo h sudden-onse e en s (s o ms,
loods) and slow-onse p ocesses (d ough , sea-le el ise)—in e ac wi h social, economic, and go e nance ac o s o
p oduce he e ogeneous mig a ion ou comes (Seddiky e al., 2024; MDPI sys ema ic e iews). Fo example, sys ema ic
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e iews o clima e-induced mig a ion in Sou h Asia show ha en i onmen al s ess in e ac s wi h po e y, land
sca ci y, and go e nance de iciencies, p oducing pa e ns o u al- o-u ban and c oss-bo de eloca ion (Mdpi, 2024).
These mig a ion lows al e local labo ma ke s, household consump ion, and u ban in as uc u e needs— ac o s ha
change demand-side condi ions ha ma ke e s mus an icipa e.
Schola s in ma ke ing and CSR ha e begun o examine how i ms espond o such socio-en i onmen al
ans o ma ions. The li e a u e iden i ies h ee b oad s a egic esponses: (1) p oduc and se ice adap a ion
(de eloping a o dable, esilien goods o mig an s and hos communi ies); (2) communica ion and b anding shi s
(emphasizing sus ainabili y, social inclusion, and cause- ela ed messaging); and (3) pa ne ship-based app oaches
(collabo a ing wi h NGOs, go e nmen s, and local ac o s o ensu e c edibili y and each) (Ko le & Sa ka , 2018;
Gemenne & Bloche , 2017). Case analyses o mul ina ional i ms—such as Unile e and IKEA—show examples o
sus ainabili y-d i en p oduc design and ma ke ing ha a ge esou ce-cons ained consume s while main aining
en i onmen al c eden ials (Ko le & Sa ka , 2018; IKEA Sus ainabili y Repo FY21). These co po a e s a egies a e
p esen ed as bo h ma ke oppo uni ies and mo al esponsibili ies in a wo ld o inc eased displacemen .
Howe e , he ma ke ing li e a u e also highligh s subs an ial e hical and e ec i eness conce ns. A ecu en heme is
he isk o ins umen alizing su e ing—using image y o na a i es o displaced people p ima ily o sell p oduc s—
an app oach c i icized as exploi a i e and po en ially ha m ul o displaced communi ies (Binns, 2021). Rela edly,
schola ship on sus ainabili y communica ion wa ns abou g eenwashing: when i ms o e s a e en i onmen al claims
o use ague sus ainabili y language, consume s and s akeholde s may g ow skep ical, unde mining us and long-
e m b and equi y (Pham & Ba e a, 2024; Pe sakis e al., 2025). Empi ical s udies show ha consume esponses o
sus ainabili y claims depend on pe cei ed c edibili y, speci ici y o claims, and demons able ac ion (Pham e al.,
2024). These indings sugges ha ma ke ing s a egies aimed a clima e mig a ion con ex s equi e high anspa ency
and au hen ic engagemen o a oid epu a ional damage.
Ano he s and o li e a u e ocuses on localiza ion and cul u al compe ency. Displaced popula ions a e no
homogenous; hey di e by o igin, socioeconomic s a us, cul u al p ac ices, and legal s a us. Ma ke ing models ha
adop a one-size- i s-all global empla e end o ail when aced wi h he he e ogeneous needs o mig an s and hos
communi ies (Gemenne & Bloche , 2017). Empi ical s udies in coun ies wi h high in e nal clima e mig a ion—such
as Bangladesh and India—documen how mig an s’ pu chasing pa e ns, housing needs, and se ice demands di e ge
om bo h hei o igin and hos popula ions, equi ing segmen ed and locally adap ed ma ke ing and dis ibu ion
s a egies (Wo ld Bank Bangladesh b ie s; Mig a ionPolicy analyses). Fo example, mig an s om clima e-a ec ed
u al a eas may p io i ize du able low-cos housing solu ions, po able echnologies, o emi ance- iendly inancial
p oduc s—c ea ing speci ic niches o social en e p ises and mains eam i ms alike.
Pa ne ship and ecosys em app oaches appea epea edly in he li e a u e as bes -p ac ice ecommenda ions. Because
clima e mig a ion spans humani a ian, de elopmen , and comme cial domains, esea che s a gue o c oss-sec o
collabo a ion o design in e en ions ha a e bo h comme cially iable and socially esponsible (UNHCR, 2022; IOM
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epo s). NGOs and mul ila e al agencies o en p o ide c ucial con ex , dis ibu ion channels, and legi imacy o
co po a e ini ia i es, while p i a e i ms b ing supply-chain scale and inno a ion capaci y. Success ul in e en ions
documen ed in p ac ice combine co po a e esou ces wi h NGO ield knowledge o p omo e li elihood p og ams,
clima e- esilien p oduc s, and localized ma ke ing campaigns ha build us wi h displaced. These pa ne ships also
mi iga e e hical isks by g ounding comme cial ini ia i es in humani a ian s anda ds.
Despi e he s a egic oppo uni ies, he li e a u e poin s o egula o y and measu emen gaps ha cons ain e ec i e
ma ke ing esponses. The e is no widely accep ed amewo k o benchma king co po a e pe o mance speci ically in
displacemen con ex s—making i di icul o assess impac o hold i ms accoun able (Binns, 2021). Mo eo e , da a
limi a ions—bo h in he scale and g anula i y o mig a ion s a is ics—hampe i ms’ abili y o o ecas demand and
plan supply chains in a ec ed egions (Wo ld Bank; Mig a ion Da a Po al). Schola s call o imp o ed da a collec ion
on mig an consump ion pa e ns, gende -di e en ia ed impac s, and he in o mal economies ha o en abso b
displaced labo .
Finally, an eme gen body o empi ical wo k examines he long- e m ans o ma i e po en ial o ma ke ing in os e ing
esilience. Ra he han me ely adap ing o mig a ion-d i en demand, ma ke ing can se e as a ehicle o beha io
change—p omo ing lowe -ca bon li es yles, ci cula consump ion models, and esilien li elihood p ac ices (Ko le
& Sa ka , 2018). Case s udies o ci cula -economy ini ia i es and a o dabili y-cen e ed p oduc design illus a e how
i ms can combine p o i abili y wi h adap a ion ou comes—i e o s a e genuine and measu ed. S ill, he li e a u e
cau ions ha such ans o ma ions equi e sys emic change—policy incen i es, consume educa ion, and anspa en
epo ing— a he han isola ed ad hoc campaigns (Pea ie & C ane, 2005; Ko le & Sa ka , 2018).
Syn hesis and esea ch gap: The e iewed li e a u e collec i ely shows ha clima e mig a ion eshapes ma ke
oppo uni ies and e hical obliga ions o global ma ke e s. While concep ual and case-based s udies map s a egic
esponses (localiza ion, sus ainabili y b anding, pa ne ships), he e is a no able gap in igo ous empi ical wo k ha
links ma ke ing ini ia i es o measu able social ou comes o displaced popula ions. In pa icula , ew s udies o e
longi udinal e idence on whe he co po a e ma ke ing in e en ions imp o e mig an li elihoods o ad ance clima e
esilience wi hou c ea ing dependency o epu a ional isk. The li e a u e he e o e calls o mixed-me hods esea ch
ha combines i m-le el case s udies, consume beha io al da a, and impac e alua ion o gene a e policy- ele an
guidance o ma ke e s ope a ing in mig a ion-a ec ed con ex s.
3. Me hodology:
3.1 Resea ch design:
This s udy adop s a quali a i e esea ch design o explo e how global ma ke ing sys ems espond o clima e mig a ion
ends. Quali a i e esea ch is app op ia e because he phenomenon unde s udy—clima e mig a ion and i s
in e sec ion wi h ma ke ing—is complex, con ex -dependen , and deeply in e wined wi h social, cul u al, and e hical
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dynamics (C eswell & Po h, 2018). The goal o his design is o gene a e an in e p e i e unde s anding o co po a e
esponses, a he han o es p ede ined hypo heses.
Gi en ha clima e mig a ion in ol es di e se ac o s (go e nmen s, co po a ions, NGOs, and a ec ed communi ies)
and a ies ac oss egions, a quali a i e app oach enables an in-dep h explo a ion o pa e ns, meanings, and s a egies
in he a ailable li e a u e and co po a e documen a ion. The design is he e o e explo a o y and desc ip i e, ocusing
on iden i ying majo hemes ha cha ac e ize global ma ke ing esponses o clima e mig a ion.
This s udy also applies an in e p e i is pa adigm, ecognizing ha knowledge abou social phenomena is cons uc ed
h ough in e ac ion and in e p e a ion. Ma ke ing esponses o clima e mig a ion a e shaped no only by objec i e
ma ke o ces bu also by na a i es, alues, and social ep esen a ions ha businesses cons uc h ough b anding and
communica ion (B yman, 2016). Acco dingly, his me hodology p io i izes meaning-making p ocesses o e
nume ical gene aliza ion.
3.2 Da a Sou ces:
The s udy elies exclusi ely on seconda y quali a i e da a, d awn om mul iple c edible sou ces o ensu e
iangula ion and dep h o unde s anding. Da a we e ga he ed om he ollowing ca ego ies:
Academic Li e a u e: Pee - e iewed jou nal a icles published be ween 2010 and 2024 we e e iewed, wi h
emphasis on ecen con ibu ions (2015–2024). Da abases such as Scopus, Google Schola , Sp inge Link, and Taylo
& F ancis Online we e used. Keywo ds included clima e mig a ion, en i onmen al displacemen , global ma ke ing,
co po a e social esponsibili y, sus ainabili y ma ke ing, and e hical b anding.
Ins i u ional and Policy Repo s: Repo s om in e na ional o ganiza ions including he In e na ional O ganiza ion
o Mig a ion (IOM), Wo ld Bank, UNHCR, and OECD p o ided empi ical da a and policy pe spec i es on he scale
and implica ions o clima e mig a ion. These documen s we e pa icula ly aluable in iden i ying global and egional
mig a ion ends, socio-economic e ec s, and po en ial ma ke implica ions (IOM, 2021; Wo ld Bank, 2021).
Co po a e Publica ions and Case Ma e ials: Sus ainabili y and CSR epo s om mul ina ional co po a ions such
as Unile e , IKEA, Pa agonia, Nes lé, and Coca-Cola we e analyzed o unde s and how hese i ms a icula e and
implemen ma ke ing s a egies ela ed o sus ainabili y and mig a ion- ela ed adap a ion. Publicly a ailable epo s,
campaign analyses, and websi e con en se ed as key sou ces o e idence.
Non-Go e nmen al O ganiza ion (NGO) Documen a ion: Ma e ials om o ganiza ions such as Ox am, CARE
In e na ional, and he Red C oss Clima e Cen e we e e iewed o iden i y collabo a i e ini ia i es be ween NGOs
and co po a ions add essing mig a ion and clima e adap a ion.
Media and Indus y Publica ions: A icles om The Economis , Ha a d Business Re iew, Reu e s, and NielsenIQ
we e included o cap u e eme ging discussions and indus y pe spec i es on clima e- ela ed consume ends.
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Collec i ely, hese sou ces p o ided a ich co pus o seconda y da a spanning schola ly, ins i u ional, and co po a e
con ex s, ensu ing bo h b ead h and dep h in he analysis.
3.3 Sampling S a egy:
Gi en he quali a i e and explo a o y na u e o he s udy, pu posi e sampling was employed o selec da a sou ces
mos ele an o he esea ch objec i es. Acco ding o Pa on (2015), pu posi e sampling allows esea che s o selec
in o ma ion- ich cases ha p o ide in-dep h insigh s in o a complex phenomenon.
The sampling p ocess ollowed h ee main c i e ia:
Rele ance: Only s udies, epo s, and co po a e ma e ials ha explici ly add essed bo h clima e change o
mig a ion and ma ke ing, CSR, o sus ainabili y communica ion we e included.
Recency: P io i y was gi en o publica ions om 2015 onwa d, ensu ing ha he da a e lec ed con empo a y
ma ke ing p ac ices and clima e eali ies.
C edibili y: Pee - e iewed academic sou ces and o icial o ganiza ional epo s we e p io i ized o e in o mal
commen a y o opinion-based a icles.
In o al, app oxima ely 60 sou ces we e ini ially iden i ied. A e applying inclusion and exclusion c i e ia, 36 key
sou ces we e selec ed o analysis—comp ising 18 academic pape s, 10 ins i u ional epo s, and 8 co po a e/NGO
documen s.
3.4 Da a Collec ion P ocedu e:
Da a collec ion was conduc ed in h ee s ages:
Sys ema ic Sea ch and Compila ion: Using a ge ed keywo d combina ions, he esea che sea ched academic
da abases and o ganiza ional eposi o ies. Abs ac s and execu i e summa ies we e sc eened o assess ele ance.
Documen Re iew and Anno a ion: Rele an ex s we e impo ed in o a quali a i e da a analysis ma ix
(Mic oso Excel-based). Each sou ce was e iewed in ull, and key exce p s we e highligh ed o hema ic
ele ance (e.g., ma ke ing esponse ypes, e hical conside a ions, sus ainabili y hemes).
Coding and Ca ego iza ion: The collec ed ex ual da a we e manually coded using open coding echniques.
Codes we e hen g ouped in o ca ego ies e lec ing ecu ing hemes, such as sus ainabili y b anding, inclusi e
ma ke ing, e hical challenges, pa ne ships, and localiza ion s a egies.
3.5 Da a Analysis Technique:
The s udy employed hema ic analysis, ollowing he six-s ep model p oposed by B aun and Cla ke (2006), o
iden i y and in e p e pa e ns wi hin he quali a i e da a.
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Consume s ewa d au hen ic b ands ha con ibu e meaning ully o clima e esilience and social inclusion.
4.8 P oposed Solu ions
De elop a Global Code o Clima e Ma ke ing E hics: In e na ional ma ke ing associa ions and UN agencies
could collabo a e o es ablish e hical s anda ds and ce i ica ion sys ems.
In es in Mig an -Cen e ed Resea ch: Companies should pa ne wi h uni e si ies and NGOs o s udy mig an
consump ion pa e ns and co-design p oduc s acco dingly.
In eg a e Humani a ian Ma ke ing T aining: Business schools and co po a e aining p og ams should
include modules on ma ke ing in clima e and displacemen con ex s.
S eng hen Accoun abili y: Independen audi s and public epo ing should e i y sus ainabili y claims o
comba g eenwashing.
Le e age Technology Responsibly: Use digi al ools o enhance ou each and eedback loops while p o ec ing
use p i acy.
4.9 Summe y
The discussion demons a es ha clima e mig a ion is mo e han an en i onmen al o humani a ian issue—i is an
eme ging on ie o e hical global ma ke ing. Co po a ions a e inc easingly expec ed o ac as agen s o social
adap a ion, no me ely economic en i ies. Th ough sus ainabili y-o ien ed inno a ion, cul u ally sensi i e localiza ion,
and c oss-sec o collabo a ion, ma ke ing can e ol e in o a powe ul ool o esilience and inclusion. Howe e , o
ul ill his po en ial, businesses mus con on e hical challenges head-on, ins i u ionalize anspa en p ac ices, and
emb ace a long- e m ision ha aligns wi h bo h plane a y bounda ies and human digni y.
5. Limi a ions o he S udy:
E e y esea ch p ojec ope a es wi hin ce ain cons ain s ha shape he scope, alidi y, and gene alizabili y o i s
indings. This s udy, while p o iding aluable insigh s in o global ma ke ing esponses o clima e mig a ion, also aces
se e al me hodological and con ex ual limi a ions. Recognizing hese bounda ies is essen ial o in e p e ing he
esul s esponsibly and iden i ying di ec ions o u u e esea ch.
5.1 Dependence on Seconda y Da a
One o he p ima y limi a ions o his esea ch is i s exclusi e eliance on seconda y da a sou ces. The s udy
syn hesized in o ma ion om academic jou nals, policy epo s, co po a e sus ainabili y publica ions, and
in e na ional o ganiza ion documen s (e.g., Wo ld Bank, 2021; IOM, 2021; Unile e , 2022). While hese sou ces a e
epu able, hey inhe en ly e lec he pe spec i es, biases, and me hodological choices o hei o iginal au ho s.
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As a esul , some nuances—pa icula ly hose conce ning i s hand expe iences o clima e mig an s o in e nal
co po a e decision-making p ocesses—may no be ully cap u ed. The absence o p ima y da a, such as in e iews o
ield obse a ions, limi s he dep h o con ex ual unde s anding and may es ic he abili y o assess eal- ime ma ke
beha io s o mig an pe cep ions o co po a e messaging. Fu u e s udies should he e o e in eg a e mixed-me hod
app oaches, combining quali a i e in e iews, su eys, o e hnog aphic me hods wi h seconda y da a o s eng hen
empi ical eliabili y.
5.2 Tempo al and Geog aphical Cons ain s
Ano he key limi a ion a ises om he une en a ailabili y o da a ac oss egions and ime pe iods. The global
dis ibu ion o esea ch on clima e mig a ion emains hea ily skewed owa d ce ain a eas—pa icula ly Sou h Asia,
Sub-Saha an A ica, and pa s o La in Ame ica—whe e displacemen is mos isible (Seddiky e al., 2024). Howe e ,
da a om small island s a es, pa s o he Middle Eas , and Cen al Asia emain limi ed o agmen ed. This imbalance
could in luence he comp ehensi eness o he indings, as ma ke ing esponses may a y widely ac oss di e en socio-
poli ical and economic con ex s.
Addi ionally, much o he da a analyzed o igina es om 2015 o 2024, a decade o heigh ened awa eness o clima e
mobili y bu s ill ea ly in e ms o long- e m ma ke e olu ion. Since co po a e adap a ion and consume beha io a e
dynamic p ocesses, he pa e ns iden i ied may shi conside ably in he coming yea s as clima e impac s in ensi y and
as global go e nance amewo ks ma u e. The indings should he e o e be in e p e ed as a snapsho o an e ol ing
phenomenon a he han a de ini i e model o u u e global ma ke ing ends.
5.3 Concep ual and Theo e ical Ambigui ies
The in e sec ion o ma ke ing and clima e mig a ion is a ela i ely new academic ield. The e emains limi ed
consensus on key concep ual bounda ies—such as wha cons i u es a “clima e mig an ,” o how “e hical ma ke ing”
should be ope a ionalized in displacemen con ex s (Binns, 2021; Ko le & Sa ka , 2018). This concep ual ambigui y
complica es e o s o de elop s anda dized analy ical amewo ks and may lead o in e p e i e di e ences ac oss
s udies.
Fu he mo e, while his s udy employed a s akeholde - heo y lens (F eeman, 1984) o unde s and co po a e
obliga ions owa d displaced communi ies, o he heo e ical amewo ks—such as ins i u ional heo y o social
inno a ion heo y—migh yield al e na i e pe spec i es on how and why i ms engage in sus ainabili y-d i en
ma ke ing. The cu en heo e ical ocus, while cohe en , hus ep esen s only one o se e al possible in e p e i e
pa hways.
5.4 Da a Validi y and Repo ing Bias
Co po a e sus ainabili y and ma ke ing epo s, hough aluable, o en unc ion as s a egic communica ion ools
a he han objec i e e lec ions o p ac ice. Fi ms end o highligh hei achie emen s while downplaying o omi ing
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challenges, ailu es, o con o e sies (Pe sakis e al., 2025). Consequen ly, he analysis o such ma e ials may
o e es ima e he ex en o genuine e hical engagemen o sus ainabili y in eg a ion wi hin ma ke ing s a egies.
Simila ly, public epo s by in e na ional o ganiza ions may be in luenced by dono -d i en na a i es o poli ical
p io i ies ha a ec how da a is amed. Fo ins ance, global mig a ion p ojec ions may a y widely depending on
unde lying assump ions abou clima e impac , economic de elopmen , and adap a ion capaci y (Wo ld Bank, 2021).
This in oduces an addi ional laye o epo ing bias ha esea che s mus acknowledge when in e p e ing esul s.
5.5 Limi ed Gene alizabili y
Gi en i s quali a i e design and eliance on non- andomized da a sou ces, he s udy’s indings a e no in ended o be
uni e sally gene alizable. Ins ead, hey o e analy ical gene aliza ion—insigh s and amewo ks ha can in o m
unde s anding in simila con ex s bu no p edic ou comes s a is ically. Each egion and co po a e sec o esponds o
clima e mig a ion acco ding o unique ins i u ional, cul u al, and ma ke condi ions. The e o e, while he iden i ied
hemes—such as sus ainabili y b anding o c oss-sec o collabo a ion—ha e b oad ele ance, hei speci ic
mani es a ions may di e signi ican ly be ween con ex s.
5.6 E hical and Posi ional Limi a ions
Finally, he s udy acknowledges he e hical complexi y o esea ching clima e mig a ion om an academic and
co po a e pe spec i e. As esea che s and ma ke e s in e p e he expe iences o displaced popula ions, he e is a isk
o educing human su e ing o analy ical ca ego ies o comme cial oppo uni ies (Binns, 2021). Al hough his pape
s i es o cen e e hical esponsibili y, i ine i ably ope a es a a dis ance om he li ed eali ies o hose mos a ec ed
by clima e displacemen .
Mo eo e , as his esea ch is g ounded in English-language and Wes e n-domina ed li e a u e, i may inad e en ly
p i ilege ce ain epis emologies while ma ginalizing local o indigenous pe spec i es on sus ainabili y and adap a ion.
Fu u e wo k should aim o decolonize ma ke ing schola ship by inco po a ing di e se oices and knowledge sys ems
om clima e-a ec ed egions.
5.7 Summe y
In summa y, his s udy’s limi a ions s em om me hodological cons ain s (use o seconda y da a, quali a i e design),
da a a ailabili y and alidi y issues, concep ual ambigui ies, and e hical conside a ions. Despi e hese challenges, he
esea ch con ibu es o a g owing in e disciplina y dialogue by illumina ing how global ma ke ing is adap ing—bo h
e hically and s a egically— o he challenges o clima e mig a ion. Add essing hese limi a ions in u u e esea ch
h ough p ima y da a collec ion, c oss-cul u al compa ison, and pa icipa o y engagemen will be c ucial o
deepening unde s anding and enhancing he p ac ical ele ance o ma ke ing s a egies in a clima e-impac ed wo ld.
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6. Conclusion and Recommenda ions:
6.1 Conclusion
The accele a ing pace o clima e mig a ion ep esen s one o he mos p o ound socio-economic ans o ma ions o
he wen y- i s cen u y. Rising sea le els, ex eme wea he , d ough , and ecosys em deg ada ion a e o cing millions
o people o eloca e wi hin and ac oss na ional bo de s (Wo ld Bank, 2021). While his phenomenon is o en
examined h ough humani a ian o policy lenses, i s implica ions o global ma ke s and co po a e beha io a e equally
signi ican . This s udy explo ed how global ma ke ing sys ems a e esponding o hese demog aphic and
en i onmen al shi s—e hically, s a egically, and communica i ely— h ough a quali a i e analysis o seconda y
sou ces.
The indings e eal ha clima e mig a ion is no me ely an en i onmen al c isis; i is a ma ke econ igu a ion p ocess,
whe e new consume iden i ies, social alues, and economic pa e ns a e eme ging. Displacemen al e s whe e and
how people li e, wha hey consume, and how hey pe cei e b ands and ins i u ions. Global ma ke ing, adi ionally
d i en by consump ion g ow h, now aces he dual challenge o esponding o human ulne abili y and main aining
comme cial iabili y in a changing clima e.
A cen al conclusion o his s udy is ha he mos e ec i e ma ke ing esponses a e hose oo ed in au hen ic
sus ainabili y, inclusi i y, and collabo a ion. Businesses ha in eg a e en i onmen al and social esponsibili y in o
hei co e ope a ions—no as add-ons bu as guiding p inciples—a e be e posi ioned o ea n consume us and long-
e m loyal y (Ko le & Sa ka , 2018). The s udy’s indings align wi h s akeholde heo y (F eeman, 1984), which
a gues ha i ms mus balance he in e es s o mul iple ac o s—including communi ies, employees, go e nmen s, and
consume s— a he han ocusing solely on sha eholde p o i s.
F om his pe spec i e, clima e mig a ion is a li mus es o co po a e e hics and adap abili y. Ma ke ing can no longe
be con ined o p oduc p omo ion o ma ke expansion; i mus become a ehicle o social inno a ion and esilience.
Companies such as Unile e and IKEA exempli y his shi by embedding sus ainabili y in o hei supply chains,
communica ions, and p oduc design (Unile e , 2022). Thei ini ia i es, such as Unile e ’s “Sus ainable Li ing Plan”
and IKEA’s “Be e Shel e ” collabo a ion wi h UNHCR, demons a e ha e hical ma ke ing and humani a ian
engagemen can coexis p oduc i ely when g ounded in anspa ency and sha ed alue.
Ano he key conclusion conce ns localiza ion and cul u al adap a ion. Clima e mig a ion leads o di e se cul u al
in e sec ions, c ea ing hyb id consume iden i ies ha anscend adi ional segmen a ion. Global b ands mus
ecognize hese e ol ing cul u al dynamics by designing localized campaigns ha a e sensi i e o mig an s’
languages, adi ions, and socio-economic eali ies (Seddiky e al., 2024). Failu e o do so isks aliena ing displaced
consume s o mis ep esen ing hei expe iences, e oding b and c edibili y.
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The s udy also unde sco es ha many co po a e esponses emain agmen ed and eac i e. E hical and sus ainabili y
messaging o en eme ges a e c ises a he han being embedded in long- e m s a egy (Binns, 2021). Mo eo e ,
g eenwashing and pe o ma i e ac i ism—whe e companies exagge a e hei en i onmen al c eden ials wi hou
subs an i e change—con inue o e ode public con idence (Pe sakis e al., 2025). These sho comings highligh he
u gen need o s anda dized e hical amewo ks and c oss-sec o pa ne ships ha ensu e accoun abili y.
Finally, he indings ea i m he g owing consume demand o pu pose-d i en b ands. Consume s inc easingly
expec co po a ions o ac as esponsible social ac o s add essing issues such as clima e jus ice, displacemen , and
inequali y (Pham & Ba e a, 2024). This shi in consume expec a ions sugges s ha in eg a ing sus ainabili y in o
ma ke ing is no only mo ally necessa y bu also s a egically ad an ageous o long- e m compe i i eness.
In essence, global ma ke ing is ansi ioning om an e a o ansac ional engagemen o one o ans o ma i e pu pose.
By aligning comme cial s a egies wi h humani a ian and en i onmen al objec i es, ma ke ing can con ibu e o
adap i e esilience o bo h businesses and displaced popula ions.
6.2 Recommenda ions
Based on he s udy’s indings and limi a ions, se e al ac ionable ecommenda ions a e p oposed o guide u u e
ma ke ing s a egies, academic esea ch, and policy amewo ks ela ed o clima e mig a ion.
6.2.1 Es ablish a Global E hical Ma ke ing F amewo k o Clima e Mig a ion (GEMFCM)
The e is an u gen need o a s anda dized e hical amewo k o guide co po a e ma ke ing in con ex s a ec ed by
displacemen and clima e change. This amewo k should be de eloped collabo a i ely by in e na ional o ganiza ions
such as he UN Global Compac , he In e na ional O ganiza ion o Mig a ion (IOM), and indus y associa ions. I
should ou line clea p inciples o anspa ency, inclusion, sus ainabili y in eg a ion, and cul u al sensi i i y. By
ins i u ionalizing such s anda ds, businesses can a oid epu a ional isks and align ma ke ing objec i es wi h global
clima e and mig a ion goals.
6.2.2 P omo e C oss-Sec o Collabo a ion
No single en i y can add ess he complexi y o clima e mig a ion alone. Pa ne ships be ween co po a ions, NGOs,
go e nmen s, and academic ins i u ions a e essen ial o achie ing bo h e hical in eg i y and p ac ical impac . C oss-
sec o collabo a ion enables businesses o access local expe ise, build us wi hin communi ies, and de elop
cul u ally ele an campaigns (UNHCR, 2022). Companies should iew NGOs no as ex e nal wa chdogs bu as
s a egic allies in designing sus ainable solu ions and inclusi e ma ke sys ems.
6.2.3 In eg a e Clima e Awa eness in o Co po a e T aining and Ma ke ing Educa ion
To ins i u ionalize esponsible ma ke ing, bo h co po a ions and educa ional ins i u ions should inco po a e clima e
and mig a ion awa eness aining in o ma ke ing cu icula and employee de elopmen p og ams. Business schools
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should adop case s udies highligh ing e hical dilemmas and bes p ac ices in sus ainabili y ma ke ing (Ko le &
Sa ka , 2018). Co po a e leade ship p og ams should emphasize empa hy, social esponsibili y, and sys ems
hinking—skills inc easingly necessa y in clima e-a ec ed ma ke s.
6.2.4 Enhance T anspa ency and Accoun abili y Mechanisms
T anspa ency mus become a co e ene o ma ke ing communica ion. Companies should publicly disclose
sus ainabili y me ics, supply chain impac s, and pa ne ships wi h humani a ian o ganiza ions. Independen hi d-
pa y audi s and impac assessmen s should e i y en i onmen al and social claims, helping p e en g eenwashing
(Pe sakis e al., 2025). Digi al echnologies such as blockchain can also be le e aged o ace e hical sou cing and
alida e co po a e claims in eal ime.
6.2.5 In es in Mig an -Cen e ed P oduc and Se ice Inno a ion
Businesses should shi om iewing mig an s as passi e aid ecipien s o ecognizing hem as ac i e consume s and
inno a o s. De eloping a o dable, adap able, and sus ainable p oduc s—such as clean ene gy solu ions, mobile
inancial se ices, and modula housing—can add ess bo h humani a ian needs and comme cial oppo uni ies (IOM,
2021). Co-c ea ion app oaches, whe e mig an s pa icipa e in p oduc design and eedback p ocesses, os e
empowe men and ensu e ma ke ele ance.
6.2.6 Conduc Longi udinal and Pa icipa o y Resea ch
Fu u e academic and co po a e s udies should adop longi udinal and pa icipa o y esea ch designs o ack e ol ing
pa e ns o consump ion and iden i y among clima e mig an s. Collabo a ions be ween uni e si ies, hink anks, and
businesses can gene a e deepe insigh s in o how displacemen a ec s economic beha io , b and pe cep ion, and
communi y adap a ion. Such da a-d i en unde s anding will enhance bo h heo e ical de elopmen and p ac ical
policymaking.
6.2.7 Le e age Digi al Pla o ms o Social Impac
Digi al ools o e powe ul oppo uni ies o inclusi e engagemen wi h displaced popula ions. Social media, mobile
ma ke ing, and online educa ion can dissemina e i al in o ma ion, p omo e skill de elopmen , and ampli y mig an
oices. Howe e , i ms mus ensu e da a e hics and p i acy p o ec ion, especially when collec ing in o ma ion om
ulne able g oups. Responsible digi al ma ke ing can help b idge communica ion gaps while upholding digni y and
consen .
6.3 Closing Re lec ion
Clima e mig a ion ep esen s no only a humani a ian c isis bu also a p o ound mo al and s a egic c oss oads o
global ma ke ing. The displacemen o millions challenges companies o ede ine wha i means o c ea e alue in a
In e na ional Jou nal o Resea ch in Managemen Fields ISSN (P) 2577-1876 (O) 2577-4274
A ailable online on h p:// spublica ion.com/IJRMF/IJRMF.h ml Volume 9 Issue 6 -2025
DOI: 10.5281/zenodo.17686406
O iginal A icle
©2025 RS Publica ion, spublica [email protected]
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clima e-cons ained wo ld. E hical ma ke ing esponses— oo ed in anspa ency, inclusi i y, and sus ainabili y—can
ans o m his c isis in o an oppo uni y o sha ed p og ess.
As his s udy demons a es, ma ke ing has he po en ial o mo e beyond pe suasion o become a o ce o adap a ion
and esilience. When aligned wi h clima e jus ice and human well-being, ma ke ing ceases o be a ool o consump ion
alone—i becomes an engine o solida i y, b idging he di ide be ween ma ke s and humani y.
The pa h o wa d demands cou age, c ea i i y, and coope a ion. In an e a de ined by ecological ins abili y and human
mobili y, he ul ima e measu e o ma ke ing success will no be p o i ma gins alone, bu i s con ibu ion o a mo e
sus ainable and compassiona e global socie y.
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