How social marketing can save the planet (if commercial marketing doesn't destroy it first).
Given the complex problems we now face – profligate consumption, excessive inequalities, post-truth politics, tech tyranny, climate change – we have to imagine better. Nudge and easy, fun and popular will no longer suffice; we need to engage people’s critical faculties, to empower them to challenge current assumptions and together build healthy, egalitarian and sustainable ways of living.
Our planet desperately needs a generation of rebels with a cause; social marketing can provide it.