Transformative Social Marketing: Sharing "Swedish Dads" With the World

In exploring the global Swedish foreign policy campaign “Swedish Dads” addressing a complex sociocultural issue, we introduce the concept Transformative Social Marketing malleable toolkit enabling partnership with local stakeholders to co-create events and leverage local marketplace conversations. We hereby contribute to a global outlook and operationalization of TSM in practice.


Susanna Molander and Ingeborg Astid Kleppe (2021) ,"Transformative Social Marketing: Sharing "Swedish Dads" With the World", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 46-50.


Susanna Molander, Stockholm University
Ingeborg Astid Kleppe, Norwegian School of Economics


NA - Advances in Consumer Research Volume 49 | 2021

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