Transformative social marketing: co‐creating the social marketing discipline and brand

Abstract

Purpose

The purpose of this paper is to explore the field of social marketing. The field needs to evaluate what works, and more importantly for it to prosper and remain relevant, it must discover and incorporate concepts and techniques from other disciplines that are aligned around core ideas of people‐centered and socially oriented.

Design/methodology/approach

The paper reviews new insights and understandings from modern social marketing practice, social innovation, design thinking and service design, social media, transformative consumer research, marketing theory and advertising practice and develops a model for transforming social marketing thought, research and practice.

Findings

A three dimensional model is presented that includes: scope – co‐creation, conversations, communities and markets; design – honoring people, radiating value, engaging service and enhancing experiences; value space – dignity, hope, love and trust.

Originality/value

The presentation weaves together a set of ideas from different disciplines that together strengthen the social marketing approach and provide a broader set of outcomes and perspectives that can be incorporated into work in this field.

Citation

Lefebvre, R.C. (2012), "Transformative social marketing: co‐creating the social marketing discipline and brand", Journal of Social Marketing, Vol. 2 No. 2, pp. 118-129. https://doi.org/10.1108/20426761211243955