Category Social Marketing

Spiral change - Prochaska & DiClemente

Stages toward a change in behaviour

[This post is about the stages taken for a change in behaviour to take place.  It may be particularly useful for social marketers working on influencing their audience’s behaviour.  It contains references to social marketing literature.]   Success in social marketing campaigns can be harder to establish and pinpoint.  Prochaska and DiClemente’s (1983) Stages of […]

10 Words to Stop Using

10 words you need to stop using

Sometimes we type faster than we can think, and find ourselves using expressions without considering their worth. But the words we use and the way we write reflect our brand and our communication exchanges.  So we need to make sure that what we say adds value to our brand name and doesn’t resort to meaningless […]

Controversial Social Marketing JPG


In this 2003 paper, authors Peattie & Peattie claim that: “…the emphasis in commerce is increasingly on products that we want, but don’t particularly need. Conversely in social marketing, the emphasis is on behaviours that we need, but don’t particularly want.” Controversial? Antagonistic? Insightful?

Would you want your daughter to marry a marketing man?

Jobber (2001, as cited in Hastings & Saren, 2003:307) cautioned that in popular parlance, marketing has earned itself a bad name and has often been equated with “deception and exploitation” intent on pushing forward capitalist and materialist agendas. As a result of these beliefs, many have written marketing off as an activity that focuses on […]

Marketing as a tool for genuine social change

Even prior to effectively coining a name for the field of social marketing, Philip Kotler was already exploring and identifying alternative uses of traditional marketing practices. In ‘Broadening the Concept of Marketing’, a paper written with Sidney Levy in 1969, he suggests that marketers were possibly being too narrow in their understanding of the field. […]

Social marketing coming of age

According to Andreasen (2006), the field of social marketing has developed through the years and can now be said to be entering its maturity stage. Hastings & Saren (2003) attest that, just like a real person, the field of social marketing has developed “from infancy to adulthood” over a period of around half a decade. […]

Social marketing: The timid blinking of a newborn baby

Back in the 1950s, sociologist Gerhart D. Wiebe had put forward the intriguing suggestion that marketing could possibly be crafted to match challenges which go beyond the promotion of goods and services for commercial purposes. His famous provocative musing was “Why can’t brotherhood be sold like soap?” Not long after Wiebe’s groundbreaking paper appeared in […]