Keynote: Thriving in a VUCA World: Insights and Strategies for Social Marketers

In the age of disruption social marketers increasingly wrestle with the challenges posed by a VUCA world—characterised by Volatility, Uncertainty, Complexity and Ambiguity. In this new, dynamic environment traditional social marketing mindsets and methods are becoming less effective. On the front lines, many social marketing scholars, practitioners, participants, and policymakers sense a distinct shift in the landscape, yet struggle to pinpoint exactly what has changed and what to do about it. This keynote will outline VUCA-related social marketing challenges and opportunities and how embracing concepts like ‘delicious ambiguity’ and First Nations knowleges and perspectives can help social marketing thrive in VUCA environments.