Demarketing a Global War

Abstract

ABSTRACT. On the 75^th anniversary of the United Nations, we are observing recurring wars, resurfacing of nationalism, refugees, mass starvation, climate change, and a coronavirus pandemic. A good portion of the suffering owes to our national war machines that we claim to have built for self-defense and peace. Additionally, our conducts have not eliminated the possibility of World War III. In this backdrop, we ask, how can we demarket a product that is not demanded at all by the customers? This study is a modest ontological inquiry addressing the question. It postulates a binary logistic model explaining the factors that can ignite a global war. They are global governance architecture; shifting economic paradigms; military alliances and expenditures; and ethnolinguistic fractionalization. The study opposes war and suggests a proactive demarketing strategy through education and training. Based on attitude towards demarketing and level of activism, four segments emerge for education and training in demarketing. They are uniformed majority, silent mass, peace activist, and war beneficiaries. The role of leadership is crucial in implementing a demarketing campaign. Unless checked, bad leaders can dump us a product (war) that we did not ask for. The paper should be useful to political leaders, academics, civil society, NGOs, international organizations, peace activists, and citizens across the globe in understanding war and peace.

KEYWORDS. Demarketing, Social Marketing, War, Global War, Peace, Peace Marketing, Peacebuilding, World War III, And United Nations.