Marketing ethics and social responsibility research has reached a pivot point requiring a new direction. This commentary provides opportunities to access existing challenges and potential problems for research. To accomplish this, the constructs of marketing ethics and social responsibility are explored, as well as the theoretical frameworks related to decision making. Current challenges and opportunities are based on the implementation of technology and changes in marketing efforts to build rapport and provide support for the welfare of consumers. The COVID-19 pandemic created ethical issues and exposed social issues that require new strategies and initiatives. Specific problems and issues for future research related to marketing subculture, work environments, technology as well as Environmental, Social and Governance (ESG) are provided as new areas for research.
