Question

1. define and explain in your own words the concept of “wicked problems” in the context of social marketing. In your answer, provide at least 2 real-world examples to explain how concepts from systems thinking can be used to better understand and address these wicked problems.

Answer 1

The concept "wicked problems" is different from regular problems as they are very complex and do not have any straight forward solution. There are multiple issues which do not have any single solution. In effort to solve one issue other issues arise and have a chain reaction in creating other problems. There is a great resistance to the resolution rather than to get settled hence the term "wicked problems".

Wicked problems are unique and do not have any antecedents. There is only one attempt available to solve these problems and no scope of trial and error. There are no alternative solutions available.

Social marketing is used to bring about positive changes in population. Use of messages and campaigns to bring about behavioral changes in humans.

Anti-smoking campaigns are a good example of social marketing. The wicked problems in anti-smoking campaigns are resistance from tobacco companies, governments unwilling to lose huge tax money earned through sales of cigarettes, retailers losing out on their business because of anti-smoking campaigns. So it does have issues which in a way impact multiple entities. Of course the idea is to reduce and finish the habit however there are other factors which get affected.

Another example would be social marketing campaigns against junk food. Obesity is a big challenge due to which people suffer from health related issues however to finish junk food eating habit over night is impossible and will take years of perseverance and efforts from health organisations.

We see the wicked problems in both the cases are evident where the problems do not have evil traits but there is a tendency to cause harm over a period of time.