Social marketing and higher education: partnering to achieve sustainable development goals

Purpose Accomplishing the United Nations’ Sustainable Development Goals (SDGs) is imperative for societies to meet their grand challenges. Achieving these goals by 2030 requires sustainability change agents with a can-do-attitude. This study aims show how institutions of higher education can become partners social marketing in bringing forward such agents. Design/methodology/approach Taking case approach, this paper examines master’s programme identify factors relevant educating that serve as basis planning primer foster SDGs. Findings presents discipline viable option supporting achievement SDGs through education. Its contributions are twofold. First, it shown when interdisciplinarity and project-based approach conceptualized organized create motivating meaningful learning environment guiding principles, students, agents, increase awareness have potential generate impacts regarding at individual, organizational institutional levels. Second, based on this, provides guidance marketers campaign targeting institutions. The authors argue aim should be promote implementation principles above all, facilitate process students becoming who help achieve timely manner. Research limitations/implications Whilst single studies usually limited drawing generalizations, present offers starting point investigating role universities target group fostering further sustainable development. Building its findings, future research could test proposed evaluate impact larger scale than only one university. Practical implications It use findings model aimed motivate them develop all disciplines integrating programmes. Social Students’ range from leading peers buy products consume less influencing company adopt packaging, thereby contributing change. Originality/value among first examine possible effect different societal levels taking perspectives multiple stakeholders into account combining theory marketing.