Reflections and recommendations on respectful co-production of social marketing research with Indigenous people

Cateriano-Arévalo E.; Soria Gonzáles (Pene Beso) J.; Soria Gonzales (Xawan Nita) R.; Paiva Pinedo (Sanken Bea) N.; Gordon R.; Pesantes M.A.; Schuster L. · Journal of Social Marketing (2025) · DOI: 10.1108/jsocm-05-2024-0114

Resumen

Purpose: Respectful co-production is one of the principles of ethical Indigenous research. However, this participatory approach has yet to be thoroughly discussed in social marketing. This study aims to provide reflections and recommendations for respectful co-production of research with Indigenous people in social marketing. Design/methodology/approach: This study draws upon case study reflections and lessons learned from a research program respectfully co-produced with members of the Shipibo-Konibo Indigenous group of the Peruvian Amazon called the Comando Matico. The authors focus on the challenges and strategies for respectful co-production during different stages of the research process, including consultation, fieldwork and co-authoring articles. The authors foreground how their Comando Matico co researchers infused the research process with Shipibo knowledge. Findings: The authors reflect on three recommendations concerning 1) respectful co-production, 2) power dynamics and 3) facilitating co-authorship. Social marketers interested in respectful co production of research with Indigenous people may need to adopt a flexible and practical approach that considers the characteristics of the context and Indigenous co-researchers. Originality/value: This study contributes to the discussion about the importance of respectful co-production of research with Indigenous people to ensure it accounts for their needs and wants.