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This paper aims to develop and present a new planning framework of social marketing, known as consumer research, segmentation, design of the social programme, implementation, evaluation and sustainability (CSD-IES).

The proposed framework is based on recent theoretical developments in social marketing and is informed by the key strengths of existing social marketing planning approaches.

The CSD-IES planning framework incorporates emerging principles of social marketing. For example, sustainability in changed behaviour, ethical considerations in designing social marketing programmes, the need for continuous research to understand the changing needs of the priority audience during the programme and the need for explicit feedback mechanisms.

The CSD-IES framework is a dynamic and flexible framework that guides social marketers, other practitioners and researchers to develop, implement and evaluate effective and sustainable social marketing programmes to influence or change specific behaviours based on available resources.

This paper makes an important contribution to social marketing theory and practice by integrating elements of behaviour maintenance, consideration of ethical perspectives and continuous feedback mechanisms in developing the CSD-IES framework, bringing it in line with the global consensus definition of social marketing.

The purpose of this paper is to propose a conceptual framework that highlights transhumanism’s ideals of achieving superintelligence, super longevity and super well-being through human enhancement technologies (HET) and their relations with services marketing principles.

Framed by the transformative service research (TSR), this conceptual work articulates the 7Ps of the marketing mix with four macro-factors that create tensions at both the marketplace and consumer levels.

HET has potential for doing good but also tremendous bad; greater attention is needed from services marketing researchers especially in one proprietary research area: bioethics.

The authors contribute to the growing work on TSR investigating how the interplay between service providers and consumers affects the well-being of both. Additionally, the authors call for novel interdisciplinary work in transhuman services research.

To the best of the authors’ knowledge, this is one of the first papers in services marketing research to explore the promises and perils of transhumanism ideals and human enhancement technologies.