Social traps and the wicked problem of single‐use plastics: A marketing, policy, and consumer‐citizen perspective

Abstract Wicked problems pose both immediate and existential threats. Within this article we explore the underlying nature of wicked problems, including the social traps embedded in them. We deconstruct the ecosystem surrounding single‐use plastics to make key points regarding controversies and conflicting interests surrounding wicked problems. We propose that wicked problems may be reframed by unpacking the relationships between individuals and collectives and how social traps are understood in terms of time horizon, ownership, responsibility, and involvement. We argue that resolutions to social traps are paramount to resolving wicked problems in the case of single‐use plastics and to wicked problems more generally. We draw from marketing, psychology, public policy, and consumer research literature to suggest specific ways marketing can mitigate or perhaps eliminate the insidious dynamic of social traps and wicked problems, and in turn affect positive outcomes to enhance the short‐term and long‐term well‐being for many consumers and stakeholders.