In physics, the frontiers of understanding are shifting between Einstein’s theory of relativity and quantum gravity, showing that time is linked to space in a way such that one cannot adequately describe time without full mention of its space counterpart, resulting in “unified timespace” (Cobley, 2010; Miller, 2013). In social marketing, analogous broadening patterns are sweeping through our field as signposted with this selection of frontier-exploring papers, requiring us to rethink the nature of social marketing’s reality at the most fundamental level and move away from our predictable, deterministic universal assumptions.