A Call for Afrocentric Decolonial Endogenous Marketing and Public Policy Research and Practice: Toward Sustainable Peace and Well-Being in African Societies.

The article examines how Africa's enduring social conflicts and underdevelopment are deeply rooted in the historical impacts of the slave trade, colonization, and ongoing neocolonial influences that have shaped public policy and marketing systems on the continent. It highlights that these external forces disrupted indigenous economic and social structures, fostering violence, poverty, and market failures that persist today. Using Rwanda as a case study, the article illustrates how endogenous, Afrocentric, and decolonial policy approaches—such as the Gacaca courts and community-based programs—have contributed to postconflict peacebuilding and improved well-being. The authors advocate for research and policy frameworks that center African epistemologies and cultural logics to better address contemporary challenges and promote sustainable development across African societies.