Racism and Marketing: Critical Perspectives on Market Practices and Representations

Abstract

This study aimed to identify and analyze academic publications that articulate critical perspectives in marketing and discussions on racism. Based on the understanding that structural and institutional racism permeates capitalist society and shapes consumption and market dynamics, the study sought to investigate how this phenomenon has been addressed within the field of marketing. To this end, an integrative literature review was conducted through a systematic search for the terms “critical marketing” and “racism” in the Scopus, Web of Science, and SPELL databases, covering the period from 2014 to 2025. After applying inclusion and exclusion criteria, 32 studies comprised the final corpus. The analysis enabled the identification of four thematic axes: (1) racist market practices; (2) institutional racism and the underrepresentation of Black people in advertising; (3) activist consumers and the pursuit of legitimacy; and (4) the role of the academic field in incorporating critical perspectives and more inclusive approaches. The findings indicate that, although there is increasing visibility of racial and anti-racist debates, racism continues to be reproduced in market practices and representational dynamics, while, in the academic field, gaps persist that limit the advancement of these discussions. This study contributes to strengthening a critical agenda committed to building a more inclusive and socially responsible marketing field.