Reflections on some of key issues and challenges for marketing for social good

Folúké Bádéjọ́, Pauline Maclaran, Andreas Chatzidakis, Simone Pettigrew, Ross Gordon, Fiona Spotswood, Sally Dibb

Research output: Contribution to journalComment/debatepeer-review

2 Citations (Scopus)


In this commentary article, Dr Folúké Bádéjọ́, Professor Pauline Maclaran, Professor Andreas Chatzidakis and Professor Simone Pettigrew offer their reflections on some of the key issues and challenges facing marketing for social good. The contributors reflect on a range of ontological, epistemological, and empirical interests, and disciplinary knowledge from social marketing, critical marketing, and transformative consumer research. They offer responses to four key questions: 1. ‘What do you see as the biggest issues facing marketing for social change into the future?’; 2. ‘What does critical social marketing mean to you?’; ‘3. What opportunities do you see for critical social marketing to interact with other disciplines and domains?’; and ‘4. Looking forward, what do you think the challenges might be in translating ideas from critical social marketing to policy and practice?’ Some concluding remarks on the future for marketing for social change scholarship are then presented.
Original languageEnglish
Pages (from-to)1203-1217
Number of pages15
JournalJournal of Marketing Management
Issue number11-12
Publication statusE-pub ahead of print - 19 Oct 2022

Bibliographical note

Publisher Copyright:
© 2022 Westburn Publishers Ltd.


  • Critical social marketing
  • critical marketing
  • transformative consumer research
  • behaviour change
  • social change
  • social good
  • transdisciplinary
  • policy


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