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Harnessing the power of social marketing for sustainable development

Author

Listed:
  • Nathaly Aya Pastrana

    (IMEK Centro de Investígación en Mercadeo & Desarrollo
    Institute of Communication and Public Policy (ICPP), Faculty of Communication Sciences, Università della Svizzera italiana (USI))

  • Rafael Obregón

    (United Nations Children’s Fund (UNICEF))

Abstract

Organizations with a mandate to advance sustainable development could harness more social marketing to attain social, economic, and environmental outcomes. This article provides evidence of the positioning of social marketing among these organizations, and recommendations to facilitate the integration of social marketing concepts and techniques into their work. The article starts with an overview of key social marketing and sustainable development concepts, followed by a revision of policy documents providing insights about how social marketing is positioned within these institutions. These findings are complemented by two case studies portraying how governments and international organizations incorporate elements of social marketing, with or without acknowledging it. The first case presents an initiative addressing female genital mutilation and cutting (FGM/C), and the second summarizes a program focused on food systems to tackle malnutrition and climate change impacts. Subsequently, key challenges that limit the use of social marketing approaches among organizations working toward sustainable development are presented. The article ends with reflections and ideas to contribute to debates about how social marketing could be better embedded into the work of organizations engaged in sustainable development.

Suggested Citation

  • Nathaly Aya Pastrana & Rafael Obregón, 2023. "Harnessing the power of social marketing for sustainable development," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(3), pages 661-692, September.
    • Handle: RePEc:spr:irpnmk:v:20:y:2023:i:3:d:10.1007_s12208-023-00382-6
    DOI: 10.1007/s12208-023-00382-6
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    References listed on IDEAS

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    1. Jeff French & Sameer Deshpande & William Evans & Rafael Obregon, 2020. "Key Guidelines in Developing a Pre-Emptive COVID-19 Vaccination Uptake Promotion Strategy," IJERPH, MDPI, vol. 17(16), pages 1-14, August.
    2. Kat Pittore & Pascal Debons, 2023. "Operationalizing Food System Governance: The Case of Fort Portal Food Change Lab," Sustainability, MDPI, vol. 15(4), pages 1-15, February.
    3. Ashish Kothari & Federico Demaria & Alberto Acosta, 2014. "Buen Vivir, Degrowth and Ecological Swaraj: Alternatives to sustainable development and the Green Economy," Development, Palgrave Macmillan;Society for International Deveopment, vol. 57(3-4), pages 362-375, December.
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    5. Natalia Szablewska & Krzysztof Kubacki, 2019. "A Human Rights-Based Approach to the Social Good in Social Marketing," Journal of Business Ethics, Springer, vol. 155(3), pages 871-888, March.
    6. Gordon, Ross & Dibb, Sally & Magee, Christopher & Cooper, Paul & Waitt, Gordon, 2018. "Empirically testing the concept of value-in-behavior and its relevance for social marketing," Journal of Business Research, Elsevier, vol. 82(C), pages 56-67.
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