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Social marketing is a way of using media to promote the desirability of certain values or behavior.
Like advertising, it motivates or influences people by appealing to a wide range of human emotions including hope, guilt and humour. For example, the anti-tobacco lobby has attempted to frighten people away from cigarettes with advertising that shows graphic images of the harmful side effects of smoking. Social marketing may be most effective when it simply presents desired values or behavior in an appealing way. By reinforcing desired attributes such as environmental responsibility,social marketing can help develop latent values and behavior that would make an earth-friendly society possible. This paper examines two recent marketplace shifts toward sustainability and uses them as a basis for a practical framework for social change.