Social Marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviors that benefit individuals and communities for the greater social good. Bill Smith

Our goal is voluntary adoption of beneficial behaviors. To make the behavior change “fun, easy, and popular,” (as social marketing guru, Bill Smith, says), often new products or services (called ‘offerings”) need to be created, along with ways of promoting their benefits to the community. In marketing, the intended users drive development of offerings and promotional strategies by participating in research or co-design activities. Social marketing has been used to promote public health, environmental sustainability, social justice, diversity, and inclusion, and reduce injuries, illness, and deaths.