The editorial discusses the need to shift focus from individual responsibility to systemic solutions in addressing core environmental challenges like climate change and consumption waste pollution. While marketing research has focused on individual behavior changes, it is insufficient to tackle the scale of these issues. The article argues that a comprehensive approach involving micro, meso, and macro levels is necessary. Micro-level strategies focus on individual consumer behavior, meso-level strategies involve business practices and infrastructure changes, and macro-level strategies involve policy and structural changes. However, individual-level efforts alone are not enough, and macro-level policies are difficult to implement in the short term. Therefore, the most promising approach is to prioritize meso-level business strategies, which are more feasible and offer environmental, economic, social, and strategic benefits. Examples of meso-level solutions include reducing carbon emissions through sustainable product design, optimizing supply chains, and investing in renewable energy. Companies are also taking steps to reduce consumption waste by redesigning packaging, introducing refillable containers, and implementing circular business models. The article highlights the importance of collaboration across different levels to achieve meaningful environmental change and calls for further research on the effectiveness of meso-level strategies and the interactions between environmental challenges.The editorial discusses the need to shift focus from individual responsibility to systemic solutions in addressing core environmental challenges like climate change and consumption waste pollution. While marketing research has focused on individual behavior changes, it is insufficient to tackle the scale of these issues. The article argues that a comprehensive approach involving micro, meso, and macro levels is necessary. Micro-level strategies focus on individual consumer behavior, meso-level strategies involve business practices and infrastructure changes, and macro-level strategies involve policy and structural changes. However, individual-level efforts alone are not enough, and macro-level policies are difficult to implement in the short term. Therefore, the most promising approach is to prioritize meso-level business strategies, which are more feasible and offer environmental, economic, social, and strategic benefits. Examples of meso-level solutions include reducing carbon emissions through sustainable product design, optimizing supply chains, and investing in renewable energy. Companies are also taking steps to reduce consumption waste by redesigning packaging, introducing refillable containers, and implementing circular business models. The article highlights the importance of collaboration across different levels to achieve meaningful environmental change and calls for further research on the effectiveness of meso-level strategies and the interactions between environmental challenges.