Maria Raciti

Welcome to AASM Viewpoint Volume 12. This volume marks a shift from a research article format to a Q&A format, with ten interviews with social marketing academics and practitioners. The interviewees share the inspiration that drives their work, the lessons they’ve learned, and their words of wisdom for others in the field.

The contributors share personal stories that ignited their interest in social marketing, showcasing the diverse paths that brought them to the AASM community. These interviews offer valuable insights into the challenges contributors have faced, their successful campaigns and observations about the field they have made over time. The collective wisdom of our contributors is on full display as they discuss the importance of finding meaning and purpose in our work, adapting and innovating, and the critical role of partnerships. This new Q&A format aims to connect readers with others in our AASM community, highlighting the diverse expertise within and our shared commitment to social good and lasting change. Through these interviews, I hope to ignite your passion for social change, deepen your understanding of the field, and empower you to make a meaningful difference.