Paradigm Shift as a Leverage Point for Social Transformation:

This study aims to develop macro-social marketing (MSM) theory by examining the process of introducing liquid infant formula to the Japanese market.MSM conceptualizes many social issues as wicked problems, characterized by self-perpetuating cycles and multilayered complexity.It emphasizes the necessity of transforming social systems through collaboration.However, its concrete interventions have largely been presented only fragmentarily as elements of systems thinking and remain insufficiently clarified.Accordingly, this study focuses on paradigm shift-one of the leverage points proposed in systems thinking-and highlights both its significance and its practical enactment.The case analysis revealed that while the prevailing paradigm in everyday contexts prioritizes breast milk as optimal, a paradigm shift occurred in the recognition of shared challenges in emergency situations.Where breastfeeding is not possible, this enables collaboration among actors and facilitates the adoption of liquid formula.This study advances the understanding of leverage points in MSM and sheds light on the roles and challenges of government and markets in a world where competing forms of social good coexist.