Is Social Marketing an Effective Tool to Reduce Health Disparities?

Abstract

The health status of people of color in the United States remains unconscionably low when contrasted with that of the U.S. majority population, largely due to factors that are modifiable. This paper addresses the issue of using social marketing to reduce health disparities, with a focus on improving dietary and physical activity behaviors and the environments that influence these behaviors. We emphasize the need for the social marketer to adopt a mindset that focuses on and values the perceptions and priorities of the target population and to view dietary and physical activity behaviors through a cultural lens. We highlight the importance of using frameworks such as the theory of reasoned action and the socio-ecological model to enhance the focus on salient personal and environmental variables for a given target population, and we discuss implications for social marketers, for example, in implementing segmentation and promotion strategies. Social marketers who attempt to facilitate changes in dietary and physical activity practices in minority communities face a daunting task. However, we are confident that such efforts are more likely to be successful if they build upon the culturally relevant concepts and key features of social marketing planning and implementation outlined in this paper. This article reflects issues that were raised during a presentation at the Charting the Course for Social Marketing to Promote Diet and Physical Activity Conference. As a result, we have confined this discussion to addressing those issues related to our presentation, namely assessing the effectiveness and appropriateness of social marketing as a tool to reduce health disparities. In addition, we have attempted to adhere to the objectives of the overall conference theme. Therefore, while we address some broader issues concerning the need to develop culturally appropriate social marketing programs, much of the discussion is directed toward and focuses on specific points raised at the conference.