Marketing for Good: Creating Real Social Impact

Oxford Brookes Research Area Lead and Senior Lecturer in Marketing, Dr Sarah-Louise Mitchell discusses her paper: Refocusing marketing effort to support net-positive social impact. How can marketing go beyond profit to drive real social change? In this episode, Sarah-Louise explores how nonprofits, local government, businesses and researchers can refocus their marketing efforts to achieve net-positive social impact. Drawing from her latest research, we discuss the Social Impact Pathway (SIP) framework, the challenges of measuring meaningful change, and the role marketing plays in tackling biodiversity loss, climate change, and social inequalities. Tune in to discover how impact-driven marketing can move beyond greenwashing and create lasting, measurable change. You can explore Sarah-Louise’s wider work on her staff page: https://www.brookes.ac.uk/profiles/staff/sarah-louise-mitchell You can also access her paper, written with Sharyn Rundle-Thiele, Fran Hyde and Zoe Lee: Refocusing marketing effort to support net-positive social impact: https://www.emerald.com/insight/content/doi/10.1108/ejm-06-2023-0465/full/html?skipTracking=true as well as her Special Issue editorial: Guest editorial: A personal perspective on why social impact matters | Emerald Insight: https://www.emerald.com/insight/content/doi/10.1108/ejm-07-2024-992/full/pdf