How do we define social marketing? Here is the new consensus definition, endorsed by the three largest associations of social marketing:

“Social Marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviours that benefit individuals and communities for the greater social good. Social Marketing practice is guided by ethical principles. It seeks to integrate research, best practice, theory, audience and partnership insight, to inform the delivery of competition sensitive and segmented social change programmes that are effective, efficient, equitable and sustainable.”

Endorsed by:

  • International Social Marketing Association
  • European Social Marketing Association
  • Australian Association of Social Marketing

Read more about the process of developing the definition at Craig Lefebvre’s blog, “On Social Marketing and Social Change.” Congratulations and thank you to all those involved. This moves our field further, to focus on addressing our most pressing global challenges faster.


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