Social marketing’s relevance in helping the United Nations attain its SDGs

• Walter Wymer ^[1]
  1. [1] University of Lethbridge

     University of Lethbridge

     Canadá

     
• Localización: International review on public and nonprofit marketing: official publication of the International Association on Public and Nonprofit Marketing, ISSN 1865-1984, Vol. 20, Nº. 3, 2023, págs. 529-541
• Idioma: inglés
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• Resumen

  • The ability of social marketing to be helpful in supporting attainment of the U.N.’s SDGs is discussed. There are many barriers in the socio-political strata within and between nations opposing efforts to achieve the SDGs, most concerning a protection of self-interests rather than working towards the common good. The practical reality is that the attainment of a more sustainable, equitable, and kind world requires a world governing body that removes the ability of the powerful to protect their self-interests at the expense of improving the general welfare of all. Hence, restructuring the U.N. is argued to be a necessary precondition before attainment of the SDGs is possible. The conclusion is that social marketing should first be used to help restructure the U.N. before focusing on attaining the SDGs. This view does nothing to diminish the importance of the SDGs, but rather acknowledges the need to remove opposition to SDG attainment prior to their pursuit.