Tiriti-dynamic social marketing: a framework for transformative practice in Aotearoa New Zealand

Purpose This paper aims to propose a Tiriti-dynamic framework for social marketing that honours the rangapū (partnership) between tāngata whenua (Indigenous people) and tāngata Tiriti (non-indigenous people) in Aotearoa New Zealand. This paper argues that centring Māori strengths, knowledge and leadership creates more effective and sustainable social marketing practice while contributing to decolonisation efforts. Design/methodology/approach The conceptual framework draws on empirical research with experienced social marketing practitioners in Aotearoa New Zealand and is enriched by our lived experience as tangata whenua and tangata Tiriti pracademics working in partnership. This study synthesises insights from kaupapa Māori (Māori-centred) approaches, social marketing literature and pracademic knowledge to develop our framework. Findings This study demonstrates how Tiriti-dynamic social marketing shifts from Western-centred frameworks to approaches that embrace te ao Maori (Maori worldview) perspectives and leadership. This shift creates more effective, relevant and sustainable outcomes for communities. The framework positions five interconnected concepts at its centre: mauri (life force), whanaungatanga (relationships), kaitiakitanga (guardianship), mana motuhake (self-determination) and turangawaewae (place-based belonging). Practical implications The framework provides guidance for social marketing practitioners seeking to develop more culturally grounded and effective approaches in Aotearoa New Zealand, with potential application in other contexts where indigenous and non-indigenous partnerships are evolving. Social implications Tiriti-dynamic social marketing has the potential to address inequities by centring indigenous aspirations and worldviews, creating approaches that not only improve marketing effectiveness but also contribute to broader social justice and decolonisation efforts. Originality/value This paper presents the first conceptual framework for Tiriti-dynamic social marketing that moves beyond cultural adaptation to genuine partnership. By reconceptualising the relationship between tāngata whenua and tāngata Tiriti social marketing practitioners, this paper offers new pathways for decolonising practice with relevance beyond Aotearoa New Zealand.