I’m going to try out something new called the “Quote of the Week.” To kick-off this new series, I’m starting with the best, Beth Kanter.

In Beth’s recent blog post, one of the questions she asks us is: “Can solving complex social problems be done by popular vote?” In explaining her stance on this question, Beth shares:

“Let me say this. If brands want to be authentic in their social media for social good effort, they need a fusion approach that balances marketing with social change. I think there is a hybrid option for crowd sourcing–and that there is a need for expertise.”

You need to fuse marketing with social change. This is exactly what social marketing does, and as I wrote last month, I also agree that authenticity will be key in growing organizations for the future. I love that the wealth of social marketing is beginning to reach beyond the world of public health and further into the realm of social change. I’m right there with you Beth–thank you!

How about you–What role do you think marketing has when it comes to social change?