UIC Business Marketing Faculty Named Kinnear Award Finalists
UIC scholars examine how marketing can address global challenges — from poverty and health to education and equity — highlighting its role in advancing the common good.
UIC Business Marketing Faculty Named Kinnear Award Finalists for Research on the Common Good
Marketing is increasingly recognized as a force for positive societal change — and UIC Business faculty are helping lead that conversation at the highest levels.
Benét DeBerry-Spence, professor of marketing, and Lez Trujillo-Torres, assistant professor of marketing, were named finalists for the 2026 Thomas C. Kinnear/Journal of Public Policy & Marketing Award.
This honor recognizes the most significant contributions to marketing and public policy research in the past three years.
Their paper, “Marketing’s Role in Promoting the Common Good: A Systematic Examination and an Agenda for Future Inquiry,” examines how marketing scholarship can address critical global challenges, including poverty, health, education, and gender equity.
Drawing on more than two decades of research, the work positions marketing as a catalyst for advancing societal well-being and identifies key opportunities for future impact.
The study was co-authored by former UIC Business doctoral students Rumela Sengupta, Kohei Matsumoto, and Jia Chen.
Marketing and the Common Good
The research explores how the “common good” — efforts that improve societal well-being — is reflected in marketing scholarship.
In doing so, the authors focus on four interconnected areas central to global development:
- Eradicating poverty
- Improving health
- Achieving universal education
- Promoting gender equality
By analyzing how these themes appear across leading academic journals, the research reveals not only where marketing has made meaningful contributions, but also where important gaps remain.
To identify these patterns, the authors analyzed more than two decades of marketing scholarship published in leading academic journals, using a combination of text analysis, citation review, and thematic evaluation to assess both the prevalence and impact of this work over time.
Key Findings
The analysis reveals several key insights:
- Health-related research leads the field
Marketing scholarship most frequently addresses health and well-being, making it the most developed area of common good research. - Gender equality remains underexplored
Despite its global importance, gender-focused research is significantly underrepresented, pointing to a critical gap. - Poverty-related research is growing
Work addressing poverty has increased over time, reflecting rising awareness of economic inequality and its broader implications. - Issues are deeply interconnected
The study finds that progress in one area — such as education or health — often influences outcomes in others, reinforcing the need for integrated approaches. - Certain journals play a leading role
The Journal of Public Policy & Marketing stands out as a key platform for advancing research on the common good.
Why It Matters for Business
For business professionals, the research highlights a shift in how marketing is understood and applied.
Marketing is no longer limited to promoting products and services — it is increasingly shaping how organizations respond to complex societal challenges. From expanding access to essential services to engaging underserved markets, marketing strategies can influence both business outcomes and broader social impact.
The findings also underscore the importance of:
- Aligning business strategy with social and environmental priorities
- Understanding the needs of diverse and underserved populations
- Collaborating across sectors to address systemic challenges
Organizations that embrace these approaches are better positioned to create long-term value while contributing to societal well-being.
Looking Ahead
This research highlights both the progress and the potential of marketing as a force for good. While the field has made significant contributions — particularly in areas such as health and poverty — there is a clear opportunity to expand its impact, especially by advancing gender equity and other underrepresented issues.
By outlining a future research agenda, the authors call for deeper collaboration, broader perspectives, and a stronger commitment to equity, positioning marketing as a powerful tool to address the world’s most pressing challenges.