Laying the foundations for success: co-creating sustainable marketing solutions

Abstract

ABSTRACT A growing body of research is extending our knowledge of how marketing delivers a positive impact on our society by changing people’s behaviour to benefit themselves and the environment. While the benefits of applying social marketing benchmark criteria (SMBC) are verified, how and when to apply what benchmarks remain unanswered. Extending from the existing seven-step co-design process, this paper outlines a first attempt explaining the formative research study that employed six SMBC to co-create a sustainable marketing program. Three studies were conducted, namely 1) Expert panel review (N = 24), 2) Segmentation study (N = 707), and 3) Co-design workshops (N = 77). As a result, a framework for Marketing Co-creation is proposed to assist practitioners to build programs for behaviour (ex)change. This research proposed a step-by-step process that can be applied by researchers/practitioners ensuring that marketing programs are built with consumers.