President University Professor Urges More Ethical Marketing Beyond Profit Pursuit

Professor Jhanghiz Syahrivar from President University believes that marketing can no longer be viewed merely as a tool to drive sales or business profits. According to him, marketing also shapes how society understands values, consumption, and social responsibility.

This view was expressed by Jhanghiz in his scientific oration during his inauguration as a Professor at President University on 21 April 2026. Jhanghiz, who is also an alumnus of President University from the class of 2005, becomes the first alumnus from the campus to achieve the highest academic position.

In his oration, Jhanghiz emphasised that marketing practices have a far broader influence than mere economic transactions. He assessed that market mechanisms also shape social meanings, power relations, and the way society views identity and social recognition.

“Through market mechanisms, moral burdens are distributed, social meanings are produced, and power relations are institutionalised in forms that often appear natural,” he stated.

Jhanghiz urged the academic world to develop more critical marketing research, including on practices such as greenwashing and the use of social or religious values for commercial interests. According to him, marketing science needs to move from merely pursuing business effectiveness towards a more ethical approach.

He stated that questions in marketing should not stop at what is effective or profitable for the company.

“Marketing must also answer what is fair, appropriate, and responsible,” said Jhanghiz.

According to Jhanghiz, this approach is increasingly relevant in Indonesia, which has strong cultural and religious values. He believes that marketing has a public responsibility because it can influence how society makes decisions and builds values.

“If marketing is taught without moral courage, it will become a discipline that is efficient but empty,” he said.

Jhanghiz is now recorded as the youngest professor in the LLDIKTI Region IV environment for West Java and Banten. This achievement also marks a 18-year journey since he graduated from President University until returning to the campus as a professor.