We offer a framework to assess marketing activities for their relationship to human rights, grounded in the recognition that respect for dignity—the inalienable, inherent, and equal value possessed by all humans—is at their core. Drawing from historical and recent thought in philosophy, management and medicine, we focus on three factors of dignity: recognition, agency and equity. We then integrate academic research from our own field as the basis of a marketing-specific conceptualization of dignity, offering a list of assessment questions for firms desiring to integrate dignity into their marketing activities. Given the nascent state of research on dignity in marketing, we also propose a set of questions for future inquiry. We close with three case studies that highlight organizations’ success or failure in affirming dignity in areas relevant to the Sustainable Development Goals, and offer an invitation to esearchers to partner with global dignity-centric organizations to continue this work across cultures and challenges.

我们提供了一个框架来评估营销活动与人权的关系，其基础是认识到尊重尊严（全人类拥有的不可剥夺的、固有的和平等的价值）是其核心。借鉴哲学、管理学和医学的历史和近期思想，我们关注尊严的三个因素：认可、代理和公平。然后，我们整合了我们自己领域的学术研究，作为特定于营销的尊严概念化的基础，为希望将尊严融入其营销活动的公司提供了一系列评估问题。鉴于营销尊严的研究刚刚起步，我们还提出了一系列供未来研究的问题。我们以三个案例研究作为结尾，重点介绍各组织在可持续发展目标相关领域确认尊严方面的成功或失败，并邀请研究人员与全球以尊严为中心的组织合作，跨文化和挑战继续开展这项工作。