HOW CAN SOCIAL MARKETING AND SOCIAL ENTERPRISES PROMOTE SUSTAINABLE DEVELOPMENT IN COVID-19 WORLD AND BEYOND?

Abstract

Author(s): Deniz Can EKREN, Tolga ?ENTRK

COVID-19 exacerbated socio-economic challenges faced globally, disproportionately affecting vulnerable populations, thus raising questions about the sustainability of the current development model. Since the popular use of sustainable development concept in the Brundtland report in 1987, the operationalization of the three pillars of sustainable development namely social, environment and economy, as a conceptual framework gained traction on a global stage with the introduction of United Nations Millennium Development Goals in 2000 and later with the Sustainable Development Goals in 2015. Current socio-economic situation has increased interest in social entrepreneurship and social marketing as enabling tools to achieve the sustainable development because of its contribution towards all three fundamental pillars. This research provides an overview of the literature and assesses the macro and micro level contributions of social economy actors and social marketing. Local and international actors that work towards promoting sustainable development agenda and aim to create positive behavioural changes, can utilize the unique features of social economy with its sustainable and inclusive economic practices, innovative approaches of social entrepreneurship and social marketing in addressing societal and environmental challenges.

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