This article provides the theoretical underpinnings for the concept of macro-social marketing. Macro-social marketing seeks to use social marketing techniques in a holistic way to effect systemic change, as opposed to individual level change. The article provides the conceptual roots of the concept derived from systems theory and institutional theory. It starts by explaining what types of macromarketing issues – dubbed here wicked problems – can be approached using macro-social marketing. Systems theory is then used to explain the interconnectedness of wicked problems throughout the social and cultural systems, as well as the material environment and marketing system (Dixon 1984). Subsequent sections apply institutional theory to explain how systemic change can be brought about through the use of macro-social marketing, and discuss change at a broader conceptual level, as well as how this process then trickles down to individual organizations within the marketing system.

Purpose -The purpose of this paper is to show how macro-social marketing and social engineering can be integrated and to illustrate their use by governments as part of a positive social engineering intervention with examples from the Canadian anti-smoking campaign. Design/methodology/approach -This is a conceptual paper that uses the case of the Canadian anti-smoking campaign to show that macro-social marketing, as part of a wider systems approach, is a positive social engineering intervention. Findings -The use of macro-social marketing by governments is most effective when it is coupled with other interventions such as regulations, legislation, taxation, community mobilization, research, funding and education. When a government takes a systems approach to societal change, such as with the Canadian anti-smoking campaign, this is positive use of social engineering.Research limitations/implications -The social marketer can understand their role within the system and appreciate that they are potentially part of precipitating circumstances that make society susceptible to change. Social marketers further have a role in creating societal motivation to change, as well as promoting social flexibility, creating desirable images of change, attitudinal change and developing individual's skills, which contribute to macro-level change. Practical implications -Social marketers need to understand the structural and environmental factors contributing to the problem behavior and focus on the implementers and controllers of society-wide strategic interventions. Social implications -Eliminating all factors which enable problem behaviors creates an environmental context where it is easy for consumers to change behavior and maintain that change. Originality/value -The value of this paper is in extending the literature on macro-social marketing by governments and identifying the broader strategy they may be undertaking using positive social engineering. It is also in showing how marketers may use this information.

Purpose This paper aims to use systems thinking, systems theory and Camillus’ framework for responding to wicked problems to provide social marketers with a theoretically based framework for approaching strategy formation for wicked problems. The paper treats fast fashion as an illustrative case and takes a step back from implementation to provide a framework for analysing and gaining understanding of wicked problem system structure for social marketers to then plan more effective interventions. The proposed approach is intended as a theory-based tool for social marketing practitioners to uncover system structure and analyse the wicked problems they face. Design/methodology/approach Following Layton, this work provides theoretically based guidelines for analysing the black box of how to develop and refine strategy as first proposed in Camillus’ (2008) framework for responding to wicked issues. Findings The prescription thus developed for approaching wicked problems’ system structure revolves around identifying the individuals, groups or entities that make up the system involved in the wicked problem, and then determining which social mechanisms most clearly drive each entity and which outcomes motivate these social mechanisms, before determining which role the entities play as either incumbent, challenger or governance and which social narratives drive each role’s participation in the wicked problem. Originality/value This paper shows that using systems thinking can help social marketers to gain big picture thinking and develop strategy for responding to complex issues, while considering the consequences of interventions.

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Purpose This paper aims to provide guidelines for upstream social marketing strategy on to whom, how and when social marketers can undertake upstream social marketing. Design/methodology/approach This article is a conceptual piece using academic literature to justify and conceptualise an approach to communicating with and influencing upstream actors. Findings Specifically, it looks at the characteristics of policymakers targeted, then targeting methods, with a special focus on the use of media advocacy. Finally, a process of government decision-making is presented to explain message timing and content. Practical implications Specific criteria to judge time of decision-making and implementation guidelines are provided for social marketers. Originality/value In the case of complex social problems, such as obesity and environmental degradation, structural change is needed to provide people with the ability to change (Andreasen, 2006). Strategic social marketing has identified upstream social marketing as a method to influence structural change through policymakers (French and Gordon, 2015); however, literature in the area tends to be descriptive and there are no clear guidelines to its implementation (Dibb, 2014). This article seeks to provide those guidelines.