The present dissertation thesis tries to contribute to two main core aspects of marketing: enhancing rigor and contributing to a positive difference in the world. The first section highlights the importance of better quantitative marketing measures and open science practices, such as preregistration and replication of the effects on different samples. I present two objective methods that we developed to measure one of the most important marketing constructs: brand familiarity. The second section addresses how better marketing research could be used to help tackle the world’s most pressing problems. It has three subsections, and empirical works on 1) how to increase prosocial giving, 2) understanding and reducing inequality, and 3) increasing sustainable consumption. I hope such a novel framework will provide further consideration of the role of marketing in achieving the goals of a more prosperous, equitable, and sustainable world.