The role of religious leaders in social marketing and its importance in achieving the Sustainable Development Goals (SDGs)
Abstract
Social marketing, as an extension of marketing (a behavioral science that tries to explain exchange relationships - in this case, when the product is an idea or social cause), can be a key tool for achieving the SDGs proposed in the United Nations 2030 Agenda because it seeks the common good, contributes to social change and improves people's well-being and quality of life.
But, for social marketing campaigns and interventions to be successful, it is important to identify the cultural context and opinion leaders (in particular, religious leaders, who take on a special role because of their influence in their respective communities).
This article therefore focuses on reflecting on and exploring the role played by religious leaders in social marketing. Through an exploratory study, different cases have been identified, from different parts of the world, in which religious leaders have influenced, positively or negatively, the social cause promoted, or behavior sought. Finally, a design proposal has been made for the planning of a social marketing campaign using religious leaders.
In this way, this article aims to serve as an example of how behavioral sciences and religious beliefs can not only be compatible but even complementary (in this case, in the context of social marketing).
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