Presentation delivered by Ken Peattie, BRASS, Cardiff University, as part of the Living with Environmental Change: Working in Partnership session at Communicate 2012: Breaking Boundaries
2. So What is Social Marketing ?
...the systematic application of
marketing, alongside other concepts
and techniques, to achieve specific
behavioural goals, for a social good.
NSMC: French & Blair-Stevens,
2006
3. Changing The Public Communications and
Influence Paradigm
OLD NEW
Professional led Consumer led
Selling / telling Marketing / exchange
Awareness Behaviour
Adult – Child Adult - Adult
One-off / transitory Sustained
Deficit Asset
Problem Opportunity
Generalised audience Segmented audiences
Project Programme
Central command Network
Old style ‘campaign’ Social Marketing
paradigm paradigm
4. Why Use Social
Marketing ?
Because marketing
techniques are well proven
at making people engage in
unsustainable behaviours –
particularly related to
consumption.
So why not use them to
promote more sustainable
behaviours involving less or
different consumption ?
5. Social Marketing Is About ….
• using research to first understand people, why they
perhaps don’t behave as we’d like, and what might
help them to change their behaviour;
• using techniques like segmentation & targeting to
aim the right solution at key groups;
• identifying and eliminating the barriers to change;
• finding ways to maintain changed behaviours;
• outsmarting the ‘competition’;
• going beyond communication and awareness
raising;
6. Social Marketing :
Goes Beyond Communication
……because
sometimes sending
out a message gets
the right result ……
but often it isn’t
enough !
7. Why Think in ‘Marketing’ Terms ?
Because Domestic Consumption
Behaviours are Crucial
75-80 % of European environmental impacts of household
consumption are linked to housing, food, home energy &
personal transport;
Changed travel behaviours, food buying/preparation and home
energy & waste management behaviours – could take us a
long way towards SD (EIRPO Study)
9. But we tend to offer:
g
adult removin
sensible
worthy matu re risks &
exc itement
d extra
har
effort
less
t
y co nvenien
he alth time
g
engi n cons umin
chall
g
!
s i bl e
im pos
rs think facing on
othe judging n
l se my ow
I’ m o ne e
them g every g fun l a sissy
in n
i solat havi fee
cool
10. Why Use Social Marketing ?
Because people generally don’t respond
well to being told what to do, threatened
or made to feel like a bad person …..
12. Social Marketing for Sustainability:
The Collision of the Social & Commercial
Public Sector
Communicators
Awareness
campaigns
The The
Consume Citizen
r
Marketing
campaigns
Commercial
For-Profit
Companies
13. Social Marketing for Sustainability:
The Collision of the Social & Commercial
Marketing
Expertise via Social
Public Sector
Marketing & Communicators
Partnerships for
Joint Campaigns &
CSR Opportunities Social Marketing
The campaigns
Citizen
Consume
Marketing r
campaigns
‘Upstream’ Social
Marketing
Commercial campaigns
For-Profit &
Companies Joint Campaigns
