Social marketing Flashcards
(7 cards)
What is Social Marketing?
Social marketing represents a distinctive use of marketing principles — not to sell products or services, but to drive positive social change. As Kotler (1975) defined it, social marketing involves “the design, implementation and control of programs seeking to increase the acceptability of a social idea or practice in a target group(s).” It adopts the familiar tools of commercial marketing but applies them to non-commercial goals: behavioural change, lifestyle improvement, health promotion, education, and sustainability. Unlike traditional marketing driven by profit, social marketing is often applied by governments, non-profits, and NGOs to advance the public interest.
What is the goal of social marketing?
To create behavioural change.
How can change be created?
- informing the public about risks/ social issues,
- educating communities about nutrition/ addiction/ climate change ect,
- encouraging safer habits with resources available,
- empowering people to make good choices.
- Ultimately about action, not just awareness.
Downstream Marketing
- Downstream marketing aims to target individuals.
- Campaigns aim to change behaviour by addressing personal motivations and decisions. EG public health message such as drink responsibly.
- Critics argue that social marketing has historically focused too much on downstream approaches — placing the burden of change on individuals, while ignoring the structures that shape choices.
Upstream marketing
- Upstream marketing works at population level.
- Shapes the broader environment where choices are being made, through policy change, regulation and collaboration with stakeholders. EG, sugar tax or banning advertising alcohol at sporting events.
- Upstream approaches are harder to implement, politically sensitive, and long-term in impact, but they are often more effective at shifting norms and creating lasting change.
Example of real world challenge
One domain where the upstream/downstream distinction is clear is alcohol regulation. While public health agencies might launch campaigns to promote responsible drinking (downstream), real population-level change requires policy measures: limiting advertising, increasing taxes, or enforcing minimum pricing (upstream). The World Health Organization has long advocated such strategies, but implementation varies due to lobbying and industry influence.
The alcohol industry, like the tobacco or junk food sectors, often promotes self-regulation through industry-funded bodies like ASAI (Advertising Standards Authority for Ireland). This raises significant concerns. These bodies review complaints — such as those involving celebrities like Conor McGregor promoting alcohol — but decisions are made by internal panels with potential conflicts of interest. Legal enforcement is minimal, and outcomes may be influenced by media attention rather than objective standards. This reflects a broader issue: can private industry regulate itself in the public interest?
- NGOs and public health advocates lack the financial resources to challenge powerful industries or create mass-scale campaigns.
- They struggle to compete in a media landscape dominated by corporate influence.
- Social marketing in these sectors often falls short unless backed by policy support and regulation.
Why should social marketing be aware of large private corps?
Critically, social marketing must remain vigilant about co-optation by private interests. It must avoid becoming a fig leaf for harmful industries, or placing undue responsibility on individuals without challenging systemic drivers. By combining research, stakeholder engagement, and ethical practice, social marketing can reclaim marketing as a human-to-human discipline — sincere, sustainable, and socially driven.
