The future of social marketing is more interesting than ever. For the past two decades, the focus has been on the "marketing" part of social marketing. Theorists have tried to explain, to sell, to carry out, to evaluate, and to accommodate the basic premises of a marketing mentality to a robust social sector, largely dominated by public investment in disease prevention, the protection of the environment, and the control of human fertility. The problem has been to explain the theory of exchange, the concepts of segmentation, target marketing, consumer research, and positioning to a deeply committed, but often very skeptical, audience of people trying to do good in the world.