“…The statement draws attention to the lack of progress in academics engaging with practitioners, whether in marketing or other disciplines such as engineering, economics, psychology, urban design, computer science, health, other industries or government. There is a need to interact with industry and society more effectively and sustainably (Alpert et al, 2022). Ways have been proposed at the macro level, such as through a shared vision of academia, embedding society as a central pillar (Conduit et al, 2022).…”