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Females are underrepresented in Science, Technology, Engineering and Mathematics (STEM), both in the workforce and in universities. Low self-efficacy and limited access to role models are key factors preventing retention of female STEM students enrolled in university degrees. This paper aims to report on one social marketing pilot programme that was co-designed to increase self-efficacy in females currently enrolled in STEM programmes.

The Co-create, Build and Engage (C-B-E) framework was applied. Process and outcome evaluations were conducted using a repeated measure design to assess pilot programme effectiveness.

A significant increase in self-efficacy and high satisfaction rates were observed for STEM students that attended the bias literacy workshop. Social advertisements raised awareness for available STEM specific university services.

This paper outlines the application of the C-B-E framework. To the best of the authors’ knowledge, this study delivers the first scientific paper reporting an outcome evaluation for a social marketing programme seeking to retain women enrolled in university STEM degrees.

When fighting the burden of overweight and obesity, diet remains a powerful preventive factor. The purpose of this paper is to stimulate more efficient interventions on diet change by synthesising knowledge of previous weight loss programmes based on the use of digital devices.

Following the preferred reporting items for systematic reviews and meta-analyses approach, a systematic literature review through five databases was undertaken focussed on the assessment of studies oriented towards diet change that incorporated digital devices including computers, tablets, mobile phones, portable and non-portable tracking devices. In total, 15 empirical studies (2004–2018) were identified and examined for efficacy and presence of theory and behaviour change techniques.

Digital devices supporting weight loss programmes have evolved rapidly over the past 15 years, from reminders using the short message system to self-quantification through mobile applications. Nine studies show a significant difference between conditions, in favour or one (or more) intervention arm. The remaining studies failed to find significance between conditions but were using a comparison with an active intervention, potentially indicating equivalent efficacy. A low level of theory use and use of behavioural techniques was evident.

The literature review is limited to studies that have scientifically evaluated the (potential) weight loss associated with the weight loss intervention. This review could be put into perspective with other complementary research, in particular, qualitative research aimed at exploring participants’ motivations to use (or not) digital devices to lose weight.

Given their low cost and the size of the overweight population, it appears that public health policies could integrate digital devices more strongly in their efforts to combat obesity. Social marketing can add its expertise to medical-based programmes which in return bring their need for more quantitative evaluation of the efficacy of the interventions.

Few previous reviews have examined the extent of the efficiency in digital diet change programmes. The review shows that, in general, digital interventions can support weight loss for adults; however, more studies are required to provide a strong evidence base for efficacy. Given their low cost and the size of the overweight population, public health policies could integrate these devices more strongly in their efforts to combat obesity. A theory-driven social marketing perspective could enhance development ensuring interventions are effective and valued by users.

The purpose of this paper is synthesise social marketing literature over the past fifty years and deliver a set of guiding tenets to propel social marketing’s agenda forward.

Across three strands, this paper amalgamates theoretical and practitioner evidence from social marketing. This synthesis commences with a review, summary and critical discussion of five decades of social marketing research. Across Strands 2 and 3, the authors review 412 social marketing interventions reported across 10 evidence reviews and 238 case studies.

This paper demonstrates social marketing’s use of fundamental marketing principles and capability to achieve behaviour change outcomes. Social marketers have built frameworks and processes that non-profit organisations, government agencies and policymakers seeking to enact change can use. This paper delivers five tenets that summarise the findings of the three strands and delivers research priorities for the next 50 years of social marketing research to drive the field forward.

Drawing on five decades of learning, this paper proposes research priorities that can be applied to refine, recalibrate and future-proof social marketing’s success in making the world a better place.

This paper demonstrates the value of social marketing science and helps bridge gaps between theory and practice, and further strengthens social marketing’s value proposition. This paper provides confidence that money invested in social marketing programs is well spent.

This paper delivers a forward-looking perspective and provides social marketing academics and practitioners with confidence that it can assist in overcoming society’s most pressing issues. The paper encompasses key social marketing literature since it was founded 50 years ago. Five tenets will guide social marketing forward: evidencing marketing principles, operationalisation of processes, principles and activities, implementing systems thinking, creating and testing marketing theory and guiding a new social marketing era.

The purpose of this study is to respond to calls to increase levels of theory application and extend understanding beyond individuals ensuring social and structural environmental considerations are taken into account. Social cognitive theory (SCT) was applied across two settings to examine its potential to explain breakfast eating frequency.

A cross-sectional survey was conducted in two institutional feeding populations [military (n = 314) and mining (n = 235)]. Participants reported key SCT constructs including breakfast eating behaviour (self-efficacy, skills, practice), cognitive aspects (knowledge, attitude, expectations) and their perceptions regarding environmental constructs (access, social norms, influence). These were measured and analysed through SPSS and structural equation modelling (SEM).

Results indicated that 71% males and 90% females in the military do not eat breakfast at work, and in the mining, 23% males and 24% of females do not eat breakfast at work. Furthermore, SEM modelling found only a satisfactory fit for SCT as operationalised in this study. Within the models, behavioural aspects of self-efficacy, skills and practice were significant influences on breakfast eating. Cognitive influences and perceptions of environmental influences exerted little to no effect on breakfast eating. Study results indicate that SCT, as measured in this study using a selection of environment, cognitive and behavioural constructs, does not offer sufficient explanatory potential to explain breakfast eating behaviour.

The value of this paper is to deliver a complete application of Social Cognitive Theory, ensuring multiple constructs are measured to examine the explanatory behaviour of breakfast eating frequency in workplace institutional settings.

This research describes and evaluates the co-creation of a programme called “A Healthy Choice”. Underpinned by design thinking (DT), this study aims to improve the healthfulness of food choices in supermarkets among consumers to promote their well-being.

The research features two studies. Study 1 included five co-design workshops with consumers and staff (n = 32) to develop a consumer-centred programme. The findings supported the design and implementation of a programme evaluated in Study 2 (an ecological trial). The programme modified a supermarket environment to increase the prominence of healthier products (shelf-talkers and no discount), ran positive food experiences (cooking and label reading workshops) and was supported by a community-wide information campaign in social and local print media.

A total of 15 new strategies were developed by consumers and staff to support health and well-being in supermarkets. Feasibility discussions and staff voting contributed to the development and storewide implementation of the programme. Evaluation showed that the programme was effective in increasing consumer knowledge of healthier food choices (measured via public survey). Sales analysis showed mixed results; sales increased for promoted products in some categories, but there was no effect in others.

Given the real-world setting in which this programme and its evaluation were conducted, there were several innate limitations. The co-design process generated many more ideas than could be implemented, thus creating a healthy “pipe line” for the next iterations of the programme.

The key contribution of this work to supermarket intervention literature is the recommendation to change the paradigm of engagement between the key stakeholders who are typically involved in supermarket programs. Using the co-design and DT frameworks, the authors offer an example of stakeholders working together in close partnership to co-design and collaboratively implement a programme that promotes healthier choices.

This project contributes to the emerging body of empirical work using DT principles in the area of healthy food choices in supermarkets. A rigorously designed evaluation of a co-designed supermarket programme contributes to scholarly evidence on food well-being programs in supermarkets.

The purpose of this paper is to focus on food consumption as part of the wicked problem of obesity. Specifically, the authors seek to explore the complex interplay between stakeholders such as food producers, marketers, health and medical practitioners and policymakers and their influence on the ways in which individuals consume food and also chart a course forward using a systems approach, social marketing techniques and social enterprise to develop solutions to effect change.

This is a conceptual paper that proposes the food system compass to understand the complex interplay between stakeholders.

This new tool will provide social marketers with an improved understanding of the complexity of interactions between stakeholders and outcomes and integrating the necessity for coordination within and across micro, meso, exo and macro levels of the system as well as across sectors, institutions and stakeholders.

This is a conceptual paper and proposes the food system compass which offers a foundation for future research to expand upon.

This paper seeks to advance the theoretical base of social marketing by providing new insights into the trans-disciplinary and dynamic circumstances surrounding food consumption and obesity and highlights leverage points where joint actions can be facilitated with actors across and between micro, meso, exo and macro levels.

The purpose of this paper is to report on a quantitative study of the food environment designed to measure aspects of support for healthy eating.

An ecological view of eating behaviour was taken by examining the food environment that surrounded a military population of interest. Food outlets (n = 34) were assessed using the Nutrition Environment Measures Survey in store (NEMS-S), Nutrition Environment Measures Study in restaurants (NEMS-R) and military Nutrition Environment Assessment Tool (mNEAT) instruments to determine how well food outlets supported healthy eating.

Despite better-than-average provision of healthy options on-base, the total environment surrounding the military base barely supports healthy eating. Average support to healthy eating was 45 per cent (NEMS) or 27 per cent (mNEAT) of support that could be measured. Individuals accessing this food environment would find few healthy alternatives, little information directing them to healthy choices and pricing and promotion that drives unhealthy eating behaviours.

This study focused on one food environment; replication is recommended to establish foundation data for benchmarking outlets, and further develop these measures for Australian settings. Future studies may assess the media environment to further extend the ecological model used.

A method to measure the food environment is demonstrated which provides formative research insights for use when planning social marketing interventions. Consideration of these influences together with intra- and inter-personal influences offer the potential to better design social marketing healthy eating interventions, by addressing multiple levels within an ecological framework.

This paper answers calls for social marketers to consider the influence of the surrounding environment, using methods not previously used in Australian settings.

Theory remains underused in social marketing despite many potential benefits that may arise if theory is concretely and consistently applied. In response to ongoing calls for standardised frameworks and methods, this study aims to present a four-step theory application process with the aim of supporting improved theory use across the entire social marketing process.

The role and importance of theory application in behaviour change is outlined alongside an integrative review and critical analysis of theory application in social marketing. To address key challenges impeding rigorous theory use, the theory selection, iterative schematisation, theory testing and explicit reporting of theory use (TITE) four-step theory application process is proposed. Evidence-based guidance, current best practice examples, and a worked example are provided to illustrate how the TITE process may be initially followed.

Low levels and poor quality of theory use suggest social marketing researchers and practitioners need further support in rigorously applying theories across the life of an intervention. The TITE process leverages the known benefits of theory use and capitalises on the reciprocal relationship that may be enacted between theory selection, iterative schematisation, theory testing and explicit reporting of theory use.

The TITE process delivers a standardised framework that aims to stimulate rigorous theory application and explicit reporting of theory use in social marketing. Clear theory application and reporting will permit a more fine-grained understanding of intervention effectiveness to be established by shifting away from a simple dichotomous view of effectiveness (success or failure) to unpacking the “active ingredients” contributing to observed outcomes.

The evidence-based guidance and best practice examples provided for each step of the TITE process will increase the accessibility and usability of theory among practitioners. With time the TITE process will support practitioners by delivering a robust theory base that can be reliably followed to further extend on social marketing’s effectiveness.

This paper draws on interdisciplinary methods and resources to propose a standardised framework – the TITE process – designed to support rigorous theory application and explicit reporting of theory use in social marketing. Refinement, uptake and widespread implementation of the TITE process will improve theory use and support the creation of a shared language, thereby advancing social marketing’s cumulative knowledge base over time.