Social Sustainability
Social Marketing
The application of marketing principles to influence behaviours that benefit individuals and society — from health to environmental action.
Definition
Social marketing is the systematic application of commercial marketing concepts and techniques — audience segmentation, exchange theory, the marketing mix, competition analysis — to influence voluntary behaviour for social good rather than profit. Developed by Kotler and Zaltman in the 1970s, it is distinguished from commercial marketing by its objective (behaviour benefiting individuals, communities and the environment) and from mere communication campaigns by its use of the full marketing toolkit.
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