Disruption is perhaps the most used and misused word in recent business and marketing literature. Since the advent of 4th Industrial revolution and even more, with the arrival of COVID19, the use of disruption has moved beyond bounds. The other discussion has been surrounding the word dystopia. Though the word dystopia surrounds the world of wretchedness, dehumanized and having the elements of mad egoism, recent literature has used the word dystopia to portray the strategic direction of business as they serve their customers in this disruptive environment.
The argument that is being lodged by this article is focused on the idea that disruption is only worthwhile if they intend to fight dystopia. If disruption fails to impact human behavior with a purpose of reducing dystopian environment, it will fail to bring about sustainable consumer and societal happiness. This article looks at the strategic dimension marketers need to follow to manage disruption to fight dystopian mindset of marketers with an outcome resulting in sustainable consumer and societal happiness.
