Social marketing at 50: towards an epistemological expansion of the discipline to embrace diversity. A Viewpoint

Abstract

Purpose This study aims to mark the 50th anniversary of social marketing as an innovative social change discipline; this viewpoint reviews “epistemological diversity” within social marketing and calls for its incorporation in the expansion of the discipline. Design/methodology/approach Cognisant of the visible (e.g., gender, age, race) and invisible (e.g., epistemology, experience, socioeconomic status) dimensions of diversity, this viewpoint focuses on one invisible dimension of diversity – epistemology. Using secondary data, an epistemological review of social marketing is undertaken by selecting five aspects that serve as potential indicators: professional associations, global conferences, education and training, research and publication and practice. Several recommendations are made to expand epistemological diversity in social marketing. Findings The epistemological review of diversity within social marketing reveals disparities between the Global North and South. These disparities are due to varying opportunities for participation in associations, conferences, education and training, and research and publication. In addition, there exist “hidden” social change practitioners who implement programmes in the Global South that are consistent with social marketing practice, but continue to be unchronicled and unheralded. Originality/value For many years, social marketing scholars and practitioners have been working to expand the boundaries of the discipline, with a focus on theory and application. Although the authors acknowledge that diversity and equity are inherently central to this discipline, epistemological diversity, specifically as linked to the geographies of the Global South, has been largely overlooked. Our viewpoint nudges the social marketing community into including epistemological diversity in the ongoing discourse around broadening and deepening the discipline of social marketing.