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July 2011 marked the 40th anniversary of social marketing. However, while the previous Labour administration dedicated sustained resources and support to developing the field of social marketing, this was followed by a time of uncertainty during the Coalition Government's ascent to power. This paper explores the potential future position of social marketing within David Cameron's evolving public health landscape, outlining areas of synergy between social marketing's key features, and the coalition's emergent public health architecture. The paper concludes with an exploration of the development opportunities nascent within social marketing, suggesting that support for the new commissioners (GP and local authority), and an enhanced emphasis on evaluation of financial and social outcomes, will be required if the evidence base for strong practice is to continue to grow and evolve.

Individuals are increasingly being urged to 'do their bit' in the fight against climate change, with governments and pro-environmentalists insisting that the collective impact of small behaviour changes will result in a meaningful reduction in global carbon emissions. The following paper considers this debate, as well as offering personal contributions from two leading environmentalists: Dr Doug McKenzie-Mohr, environmental psychologist and author of Fostering Sustainable Behavior: Community-Based Social Marketing; and Dr Tom Crompton, change strategist for WWF and co-author of Meeting Environmental Challenges: The Role of Human Identity, who argues for the role of intrinsic value systems in achieving sustainable behaviour change. As well as considering the responsibility of the individual in mitigating climate change, the paper introduces the discipline of social marketing as an effective tool for facilitating individual behaviour change, drawing on evidence from the field to recommend the key characteristics of effective behaviour change programmes.

In April 2009, the National Social Marketing Centre launched its new case study resource, ShowCase: a collection of 40 best practice social marketing programmes, predominantly from the UK. The process of collecting and researching these case studies has provided a unique opportunity to look at the current state of 'evaluation' within the field of social marketing. This paper shares some of the observations made during the review, exploring common challenges faced when evaluating social marketing. It also provides recommendations for improving this process to guide future social marketing delivery.