Concepts in Conflict: Social Marketing and Sustainability

Abstract

This article discusses a major dilemma faced by social marketers: the conflict between implementing social marketing programs aimed at developing material wellbeing and the increased use of resources as a result of these changes. Social marketers aim to make social changes positively however the social‐environmental cost benefit is seldom a consideration. It is suggested that many changes are ‘unsustainable’ in their current format. Social marketers will need to become involved in the tradeoffs between material wellbeing and sustainability of the environment. This important issue is of direct relevance to a large section of those involved in social change creation. The consideration of sustainability is an important issue for social marketers. Implications and further research are proposed.