Social Marketing and Sustainable Futures

Synthèse

Social marketing has long been positioned as a discipline capable of improving societal wellbeing by applying marketing principles to influence behaviour in socially beneficial ways. Early contributions that imagined marketing being used beyond the commercial realm laid the foundation for the field's formal emergence in the early 1970s. Over the decades, social marketing has advanced its understanding of how to encourage and sustain behaviour change, yet the contemporary landscape presents challenges of a fundamentally different scale.

Increasing environmental degradation, climate instability, resource pressures, and persistent social inequities highlight the need for social marketing approaches capable of addressing system-wide issues. While behaviour remains a central concern, scholars have argued that meaningful progress requires attention to macro-level structures and the dynamic interactions among actors, networks, institutions, and infrastructures. Social marketing is therefore being called upon not merely to promote individual behaviour change, but to support the creation of sustainable futures through coordinated, multi-level forms of change.

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Thèmes proposés

• Critical reviews of social marketing's development and its relevance to sustainability
• Conceptual and theoretical contributions linking social marketing to sustainable futures
• Social marketing and its application to addressing environmental and social challenges
• Systems social marketing and multi-actor, multi-level approaches to sustainability
• Social marketing models and frameworks for climate action, circular economy, waste reduction, and resource stewardship
• Social marketing interventions promoting sustainable consumption and production
• Community-based social marketing and collective approaches to sustainable behaviour change
• Social marketing supporting policy development, institutional change, and governance for sustainability
• Ethical considerations in sustainability-focused social marketing, including autonomy, power, and representation
• Social marketing communication strategies for sustainability, including narrative, identity, and social norms
• Digital, AI-enabled, and technology-supported social marketing for sustainable behaviour change
• Segmentation and audience insight for sustainability-oriented social marketing
• Evaluation and measurement of social marketing's societal impact in sustainability contexts
• Social marketing applications in public health that intersect with sustainable futures
• Social marketing for prevention, long-term behaviour maintenance, and resilience-building
• Branding, value creation, and market-shaping activities within social marketing for sustainability
• Cross-cultural and international challenges in social marketing for sustainable futures