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Appears in Collections:Faculty of Health Sciences and Sport Journal Articles
Peer Review Status: Refereed
Title: Rebels with a cause: The spiritual dimension of social marketing
Author(s): Hastings, Gerard
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Keywords: Social Marketing
Health Promotion
Issue Date: 2017
Citation: Hastings G (2017) Rebels with a cause: The spiritual dimension of social marketing. Journal of Social Marketing, 7 (2), pp. 223-232.
Abstract: Purpose: To explore the spiritual dimension of social marketing. Approach: Conceptual. Findings: The greatest problems humankind faces, from NCD epidemics to global warming, are self-inflicted. We are voluntarily drinking the sugar sweetened beverages and driving the SUVs which threaten our health and our planet. It need not be so. Historical experience and two millennia of thinking show we are capable of better. We all have within us the moral agency to make the right choice even when it is the difficult one; we just have to reconnect with it. Indeed, it is this capacity and desire "to follow after wisdom and virtue", to rebel against injustice and malignancy, that makes us human and cements our collective identity. In the last century this realisation was focused by the terrible events of World War II and resulted in the formation of the United Nations and the Universal Declaration of Human Rights. Originality/Value: This paper argues that these ideas of agency, morality and rights have fundamental implications for social marketing. We have to move beyond mere behaviour change and start thinking about people in the round - body, mind and spirit. Our job involves more than giving diets a healthy nudge or making the ecological option easy, fun and popular; we have to foster and encourage the innate human drive to think critically and act accordingly. We are not here to edit choice but to facilitate personal growth and social progress.
DOI Link: 10.1108/JSOCM-02-2017-0010
Rights: Publisher policy allows this work to be made available in this repository. Published in Journal of Social Marketing by Emerald. The original publication is available at: This article is deposited under the Creative Commons Attribution Non-commercial International Licence 4.0 (CC BY-NC 4.0). Any reuse is allowed in accordance with the terms outlined by the licence ( To reuse the AAM for commercial purposes, permission should be sought by contacting

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