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Innovations in Social Marketing and Public Health Communication pp 365–389Cite as

Sustainability Marketing: Reconfiguring the Boundaries of Social Marketing

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Part of the book series: Applying Quality of Life Research ((BEPR))

Abstract

Social marketing conventionally involves the ‘borrowing’ of commercial marketing tools and approaches by policy makers seeking to contribute to social goals for important elements of quality of life linked to health, safety, environmental protection and community engagement. Instead of a situation where social marketers seek to change the behaviour of people as citizens, and commercial marketers try to influence people as consumers we are (a) witnessing companies trying to take responsibility for influencing lifestyles for health, wellbeing and sustainability which extends into territory previously considered the responsibility of governments and social marketers and (b) seeing through ‘upstream’ social marketing, and an increase in social marketing stakeholder partnerships, an increasing blurring of traditional stakeholder roles and identities, particularly in relation to the promotion of sustainable lifestyles.

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Notes

  1. 1.

    Pearce’s first system also includes the ‘black economy’ of organisations that operate outside the law.

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Authors and Affiliations

  1. Sustainable Places Research Institute, Cardiff University, 33 Park Place, Cardiff, CF10 3BA, UK

    Ken Peattie

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  1. Ken Peattie
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Correspondence to Ken Peattie .

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Editors and Affiliations

  1. Faculty of Management, University of Lethbridge, Lethbridge, Alberta, Canada

    Walter Wymer

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Peattie, K. (2015). Sustainability Marketing: Reconfiguring the Boundaries of Social Marketing. In: Wymer, W. (eds) Innovations in Social Marketing and Public Health Communication. Applying Quality of Life Research. Springer, Cham. https://doi.org/10.1007/978-3-319-19869-9_21

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