Macro-social marketing is an approach to solving wicked problems. Wicked problems include obesity, environmental degradation, smoking cessation, fast fashion, gambling, and drug and alcohol abuse. As such, wicked problems are those problems that are so complex and multifaceted, it is difficult to deﬁne the exact problem, its contributing factors, and paths to a solution. Increasingly, governments, NGOs, and community groups are seeking to solve these types of problems. In doing so, the issues with pursuing macro-level change are beginning to emerge. Issues stem from the interconnected nature of stakeholders involved with a wicked problem—where one change may create a negative ripple effect of both intended and unintended consequences.
Macro-social marketing, then, provides a holistic and systemic approach to both studying and solving wicked problems. Within the chapters of this book, macro-social marketing approaches to analysing and deﬁning wicked problems, to identifying stakeholders and potential ripple effects, and to implementing macro-level change are presented. In this emerging area of academia, the theories, models, and approaches outlined in this book are cutting edge and provide a critical approach from top researchers in the area. Both practical and theoretical aspects are presented as well as caveats on such societal and/or country-wide change. A must-have for social marketing academics and those interested in macro-level change at a practical or theoretical level.
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1. Macro-Social Marketing Overview
2. Systems and Macro-social marketing: Researching Wicked Problems
3. Macro social marketing as a tool to increase the share of renewable energy in developing island nations
4. Using the Socio-Ecological Model as an Holistic Approach to Behavioural Change
Ekant Veer, Maja Golf-Papez, and Kseniia Zahrai
5. The power of ‘talk’: Frames and narratives in macro-social marketing
Joya A. Kemper and Paul W. Ballantine
6. Macro-level Interventions in Systems of Wicked Consumption
Davide C. Orazi, Matthias Koch, and Srishti Varma
7. Macro-Social Marketing and the Complexity of Value Co-Creation
Christine Domegan and Patricia McHugh
8. Social Marketing’s contribution to macro social policy and economics, beyond up-stream, mid-stream and down-stream analysis.
9. Co-Creating Social Change Using Human Centered Design
Anne Hamby, Meghan Pierce, and Kim Daniloski
10. Collaborative Systems Thinking for Social Change
Josephine Previte and Liam Pomfret
11. Ethical Dimensions of Social Marketing and Social Change
Lynne Eagle, Stephan Dahl and David Low
12. Social Engineering and Social Marketing
Natalia Szablewska and Krzysztof Kubacki
13. Warmth rationing as a macro-social problem: The application of the chrematistics framework
List of Contributors
Recent years have witnessed an ‘interpretive turn’ in marketing and consumer research. Methodologies from the humanities are taking their place alongside those drawn from the traditional social sciences. Qualitative and literary modes of marketing discourse are growing in popularity. Art and aesthetics are increasingly firing the marketing imagination. This series brings together the most innovative work in the burgeoning interpretive marketing research tradition. It ranges across the methodological spectrum from grounded theory to personal introspection, covering all aspects of the postmodern marketing ‘mix’, from advertising to product development, and embracing marketing’s principal sub-disciplines.