The Strategic Imperative of Industry 5.0 for the Future of Marketing

Abstract

I would like to draw scholarly attention to the accelerating relevance of Industry 5.0 and its transformative implications for marketing strategy, consumer engagement, and organizational competitiveness. While Industry 4.0’s foundations automation, digitalization, and data-driven processes have substantially shaped contemporary marketing, the transition toward Industry 5.0 represents a more human-centered evolution. This paradigm emphasizes collaborative intelligence, sustainability, personalization, and meaningful human–machine interaction (Nahavandi, 2019). Despite its strategic significance, discussions on Industry 5.0 within mainstream marketing scholarship remain insufficiently developed, calling for deeper theoretical and empirical inquiry.