SDG commentary: services that enable well-being of the human species

Abstract

Purpose

The purpose of this paper is to explore the challenges, interplay and potential directions for future service research to address the first three Sustainable Development Goals (SDGs) of no poverty, zero hunger and good health and well-being.

Design/methodology/approach

This commentary examines how service research has addressed these SDGs in the literature, and through the development of a theory of change, the authors propose an agenda for service research going beyond serving, to enabling and transforming service systems, expanding the current focus on individual to community and population well-being through promotion and prevention.

Findings

Service research has increasingly advocated human-centered approaches but requires a shift towards an all of humanity perspective. Individual and collective well-being have gained attention in service research, emphasizing the importance of considering collective well-being.

Research limitations/implications

The commentary underscores the need for a comprehensive approach to develop services that contribute to the well-being of the human species. It calls for research that transcends dyadic interactions, considers systemic dynamics and broadens the focus from individual to collective and population well-being.

Social implications

This paper discusses important societal issues of poverty, hunger and good health and well-being and the need for integrated and ecosystem approaches to develop equitable and sustainable solutions for collective well-being.

Originality/value

While SDGs 1, 2 and 3 address individual goals, they collectively underpin the well-being of communities and societies.

Citation

Hammedi, W., Parkinson, J. and Patrício, L. (2024), "SDG commentary: services that enable well-being of the human species", Journal of Services Marketing, Vol. 38 No. 2, pp. 153-163. https://doi.org/10.1108/JSM-09-2023-0324