Editorial
Guest editorial: Social good and ethics in social marketing for wicked problems
Journal of Social Marketing, Vol.9(4), pp.485-489
14/10/2019
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Abstract
Social marketing has been deployed in the Global North and South to tackle multiple social issues stretching far beyond the traditional public health-related challenges, including human trafficking, terrorism, political and religious extremism, domestic violence, family planning or climate change. [...]the question that had inspired us to make this call was: The growth of social marketing in academia and practice has not always been easy, but we can say with confidence that in the past decade, our discipline has been attracting increasing attention across universities, all levels of government and international organisations, such as the World Health Organization (WHO) and the United Nations Children’s Fund (UNICEF), for its ability to create positive social impact. Exploring consumer motivations to “buycott” food produced on lands confiscated from Mafia-type organisations, the study also delves into a complex ethical dilemma: while “buycotting” consumers contribute towards positive social change, their actions unintentionally discriminate against food producers that have always operated legally. Notwithstanding the criticism of the role of consumerism in creating social divisions embedded in critical marketing, psychology and other disciplines, this study takes a multidisciplinary approach to conceptualising social cohesion to facilitate social marketing programmes and address social divisions as one of society’s most pressing wicked problems.
Details
- Title
- Guest editorial: Social good and ethics in social marketing for wicked problems
- Creators
- Krzysztof Kubacki - Griffith UniversityNatalia Szablewska - Southern Cross UniversityAnn-Marie Kennedy - University of Canterbury
- Publication Details
- Journal of Social Marketing, Vol.9(4), pp.485-489
- Publisher
- Emerald Publishing Limited; Bingley
- Identifiers
- 991012927094402368
- Copyright
- © Emerald Publishing Limited
- Academic Unit
- Faculty of Business, Law and Arts; School of Law and Justice
- Language
- English
- Resource Type
- Editorial