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Purpose -- The purpose of this paper is to discuss a broader societal trend toward the full realization of human potential and the points of convergence with social marketing. The ultimate goal of social marketing is to increase social good. The paper defines social good in a new light and makes the connection to well-being clearer, proposing an agenda for social marketers and highlighting the opportunities for a better positioning of social marketing in the marketplace of ideas. Design/methodology/approach -- This conceptual paper presents an overview of concepts and evidence on the drivers of human well-being. It also discusses some important questions at a broader societal level, such as the role of money and income on happiness and well-being. It presents the connections between this body of knowledge and social marketing, including a literature review from both fields. Findings -- Eliminating ill-being no longer seems satisfactory from a societal point of view in the current Zeitgeist. Societies have been searching for ways to alleviate illnesses and to increase the well-being of its citizens. Social marketing, as a powerful social technology for behavior change, must be part of this broader movement, achieving a better positioning in the marketplace of ideas. The paper proposes a six-point agenda to reach these goals. Research limitations/implications -- The main theoretical implication is a call for social marketers to see the ultimate goal of the discipline (social good) under a new lens. This requires an update in the conceptual frameworks that orient the discipline. Another implication is the need for better upstream conceptual models in social marketing. Practical implications -- The paper suggest some practical implications, such as the opportunity to expand social marketing to countries that do not use it, the use of well-being drivers as inputs, means and outcomes in social marketing programs, and the role of the discipline in both alleviating poverty and in demarketing efforts. Originality/value -- The paper contributes by taking an outside perspective and a transdisciplinary approach. The fulfillment of human potential demands the attention to different drivers of human behavior and the search for new social solutions. It also requires a clear understanding of the role of factors like money and social connectedness. This paper approaches these questions with answers grounded on the existing evidence while providing some points for the development of social marketing theory and practice. [ABSTRACT FROM AUTHOR]

Purpose -- The purpose of this paper is to bring forth the limitations of some important models of cognition and behavior adopted by social marketers and present important findings from recent lines of research that contribute to a fine-grained understanding of human behavior. Design/methodology/approach -- This is a conceptual paper that presents a review of several theoretical approaches to human cognition and behavior and their implications regarding social marketing campaigns. Findings -- It is concluded that the assumptions underlying traditional models of behavior need to be revised, especially the assumption that human beings are rational decision makers -- the prototypical homo economicus. Behavioral science has revealed that people are far from being rational and are prone to be influenced by myriad factors, some deemed irrelevant under rational models. Social marketing interventions have greater probability of success when they rely on more realistic assumptions of human behavior. Research limitations/implications -- Social marketing needs to embrace the contributions of the several disciplines and lines of research centered on the study of all facets of human behavior, such as behavioral economics and dual-system framework. Practical implications -- The main implications are: the recommendation to assume people are running on their System 1 when they are in contact with social marketing campaigns, the need to consider the interplay of systems and selves over time, the recommended emphasis on place strategies, and the need to avoid cash incentives and silver bullets. Originality/value -- The value of this paper is in contrasting the assumptions of traditional models of cognition and behavior widely used in social marketing with the evidence from several lines of research portraying influences in human behavior not accounted by those models. [ABSTRACT FROM AUTHOR]