Abstract
Social marketing has carefully built an extensive, credible evidence base for influencing behaviour in ways that benefit individuals, communities and the broader public good. As the discipline has matured, so too has its ambition, extending from a heavy focus on downstream individual behaviour change towards systems-level thinking and structural reform. However, one dimension of the discipline’s maturity remains underdeveloped. Although the need to centre Indigenous peoples’ knowledges, perspectives and experiences in social marketing is widely recognised, social marketing scholarship has not kept pace.