How can the positive power of a marketing ethos and techniques solve social problems? We propose a deepened understanding of social marketing in response to the sustainability imperative, applying systems theory to elaborate the impact of social marketing campaigns and to advance our understanding of viable practices. A meta-framework reveals the complexities of human behaviour that influences the aims and outcomes of social marketing. We clarify the ontological status of the social marketing field and recognise the world view within which marketing has expanded into the public realm of social problems. We identify the problem of ontological misconception stemming from the denial of nonrational forms of human behaviour. While complicated mechanism is assumed in the problem of long-term health and prosperity for citizens and society, organic complexity is the condition faced. Conventional social marketing has provided a ‘partial’ gesture towards a solution. We outline an alternative understanding grounded in a human-centred world view of socio-economic advancement.