Reflection on social marketing in Pakistan

Arif, A, Akbar, MB ORCID: https://orcid.org/0000-0003-3092-6878 and Jamil, A, 2025. Reflection on social marketing in Pakistan. Social Marketing Quarterly. ISSN 1524-5004

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Abstract

Background: Pakistan offers a unique cultural, historical, and geographical blend. Its geographical positioning holds strategic significance for South Asia, as it is situated between India and China, the two largest economies in the region. Since its independence, Pakistan has undergone significant changes in its political structure, economy, and social system, resulting in numerous social challenges. However, as a young economy, Pakistan has demonstrated remarkable resilience in addressing these challenges.

Primary Social Problems in Pakistan: The country faces numerous social issues, including unsustainable population growth, gender inequality, energy conservation, waste management, and inadequate education for children. Although the economy is growing rapidly, it is vital to address these social issues to ensure overall social well-being. Despite some efforts from the government, NGOs, and other non-profit organisations, there is a need for a more effective approach to tackling issues that affect the general public, society and, ultimately, the economy.

Use of Social Marketing: The use of social marketing in Pakistan is inconsistent. It is primarily used in family planning programmes. However, as a proven behaviour change technique, the field holds immense potential to tackle a broader range of social and behavioural issues. Its potential in Pakistan is vast, and with consistent application, it can bring about significant positive change.

Academic Stakeholders and Activities: The study highlights the current state of academic activities related to social marketing in Pakistan, underscoring the need for more academic institutions to offer comprehensive social marketing courses, which are crucial for the field’s development.

Discussion and Conclusion: Social marketing is progressing slowly in Pakistan, where government, non-profit, and other organisations are working towards making social changes using social marketing applications (albeit limited). We offer recommendations for teaching, research, and practitioners to improve practice, emphasising the crucial and urgent need for academic development in this field.

Item Type:	Journal article
Publication Title:	Social Marketing Quarterly
Creators:	Arif, A., Akbar, M.B. and Jamil, A.
Publisher:	SAGE Publications
Date:	4 September 2025
ISSN:	1524-5004
Identifiers:	Number Type 10.1177/15245004251372692 DOI 2504142 Other
Rights:	© The Author(s) 2025. This article is distributed under the terms of the Creative Commons Attribution 4.0 License (https://creativecommons.org/licenses/by/4.0/) which permits any use, reproduction and distribution of the work without further permission provided the original work is attributed as specified on the SAGE and Open Access page (https://us.sagepub.com/en-us/nam/open-access-at-sage).
Divisions:	Schools > Nottingham Business School
Record created by:	Laura Borcherds
Date Added:	26 Sep 2025 14:31
Last Modified:	26 Sep 2025 14:31
URI:	https://irep.ntu.ac.uk/id/eprint/54465

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