Persuasion Marketing and Social Justice Essay

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The interesting interview with William Novelli illustrates the main tenets of social marketing. Social marketing refers to the application of marketing tactics and strategies to the promotion of social justice causes. When Novelli first got into social marketing after working in standard product marketing at Unilever, the initial challenge was to “marry the academic and the practical,” (p. ). Yet the fusion of theory and practice is inherent in standard marketing too. The real difference between marketing and social marketing is that nonprofits are not market-driven; they are “product-driven,” (p. 32). There may also be a public perception that social marketing is deceptive or manipulative. While not an ethical concern per se, it is the perception of unethical behavior that challenges social marketers to frame their messages in ways that are consistent with audience attitudes and beliefs.The first step in social marketing is to get the audience to realize the “difference between understanding and doing,” (p. 31). Granted, the same is true for regular marketing in that the goal is to get the consumer to take action. With social marketing, though, the goal is to actually change social norms.

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Therefore, social marketing can seem a lot more challenging than simply achieving the short-term goal of getting consumers to jump on the latest trend. Social marketing frequently…

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…A consumer has personal liberty and ultimately takes responsibility for his or her actions; in the same way, a consumer needs to take responsibility for buying into a social marketing cause. Not all social marketing causes will necessarily bring about positive social, economic, or political change—another key ethical concern. Yet for the most part, social marketing does bring to light important social justice, public health, or environmental issues. Those issues require long-term normative change, which after several generations may lead to structural or policy changes. The smoking cessation campaign is a key example of how social marketing can be highly successful in creating normative change in a relatively short….....

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