New sights for sustainability in social marketing from an Indigenous knowledge system and worldview

What the paper says

Purpose This paper aims to explore the differences between Indigenous knowledge from a Māori perspective and a Western knowledge perspective. To inform how we as tangata whenua (people of the land) view and understand social issues, social marketing, and innovation. To centre Indigenous knowledge and perspectives in social marketing, we must first start to understand other non-Western knowledge systems and their worldviews, to question our assumptions of knowledge and what is valid. Design/methodology/approach Through the traditional practice and method of storytelling (pūrākau), Māori knowledge representing Indigenous knowledge is shared and contrasted, to derive insights and lessons from the past to shape the future, as a voyage through different knowledge systems and worldviews. Findings Dual lenses for sights to see worldviews and knowledge are conceptualised to see beyond the dominant Western worldview. This brings into focus that separate seas of knowledge can be combined, to derive new insights on how combining Western and Indigenous knowledge can sustainably address social issues, social marketing and innovation. Originality/value This paper conforms to the valid knowledge sharing method of Māori storytelling as it stands to demonstrate its validity, in an entertaining and insightful way, layered in symbolism. Māori knowledge of sustainability of people and environment are embedded in our beliefs, values and worldview. Māori respect for sustainability is an evolution of being, to ensure sustainable survival for future generations of people and the lands.