Community-based Social Marketing: A Sustainability Gamechanger

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Lighting presentation given for the University of Minnesota Extension Fall Conference 2011

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Community-based Social Marketing: A Sustainability Gamechanger

  1. 1. CBSM? A Sustainability Gamechanger Michelle Vigen U of M Regional Sustainable Development Partnerships – Clean Energy Resource Teams (CERTs) …and the Bush FoundationU of M Extension 2011 Fall Conference Lighting Talk
  2. 2. Changing to preserve what we valuePhoto credit: Michelle Vigen Text from RSDP website; Graphic: wordle.net
  3. 3. Over 80% of Americans worry about the environment. 59% of Americans “worry a great deal” about the pollution of drinking waterThe American Environmental Values Survey, 2006, SRI Consulting; 2009 Gallup Survey (2009)http://www.gallup.com/poll/117079/Water-Pollution-Americans-Top-Green-Concern.aspx; Photo credit: http://gijoh.com/
  4. 4. The Brain: Pathway or Barrier?Credit: Psychology of Sustainable Behavior, cover. 2009. Christie Manning and the MN Pollution Control Agency
  5. 5. “Don’t leave me hanging!” Credit: hasenfefferinc; sierraclub.org; http://i-cdn.apartmenttherapy.com; colleensbetterbites
  6. 6. 95% of our behavior is automaticCredit: http://www.associatedhomecare.com/ and http://www.carinsurance.org/
  7. 7. 1960’s Candid Camera: The Power of Conformity Subject enters facing Subject turns BACKWARDS FORWARDCredit: From elevator experiment video http://youtu.be/N_jpNPzA3uU
  8. 8. Speak to the Automatic Self: CBSM Community- Based Change is easier with Social community than on our own. MarketingMcKenzie-Mohr, Fostering Sustainable Behavior (1999), also www.cbsm.com
  9. 9. What is CBSM? PSYCHOLOGY habits, perceptions, knowledge + SOCIAL MARKETING family, friends, community, culture = Behavior ChangeCredit: photo-dict.faqs.org, Geller, 1989; Andreasen, 1995; McKenzie-Mohr, 2000
  10. 10. What is CBSM? Selecting initiatives that focus on outcomes and fit your communityCredit: wifairevergreensewsandsomuchmore.blogspot.com; McKenzie-Mohr, 2000
  11. 11. What is CBSM? Identifying Barriers and how to address them through program design.Credit: grocery.com; Psychology of Sustainable Behavior, cover. 2009; McKenzie-Mohr, 2000
  12. 12. What is CBSM? Incorporating strategies that are proven to make change easier.Credit: info.ibs-us.com; Psychology of Sustainable Behavior, cover. 2009; McKenzie-Mohr, 2000
  13. 13. Social diffusionHow we follow signals and take suggestions from our trustedsources (family, friends, colleagues, peers). High Trust = Greater Influence Source: Gallup Poll
  14. 14. Social NormingHow we internalize the “normal” behavior of our localgeneral public as normal, and follow suit. Credit: kwc.org
  15. 15. Prompts Reminders close in proximity and time to the desired action.Credit: Michelle Vigen
  16. 16. Context … mattersCredit: 1.bp.blogspot.com
  17. 17. PSYCHOLOGY habits, perceptions, knowledge + SOCIAL MARKETING family, friends, friends, community, culture = Behavior Change How can you use these ideas?Credit: photo-dict.faqs.org, Geller, 1989; Andreasen, 1995; McKenzie-Mohr, 2000
  18. 18. CBSM = text COMMUNITY-BASED SOCIAL MARKETING Makes doing the right thing easier Builds community connections Results in lasting sustainable change How can you use these ideas?Credit: govconexecutive.com
  19. 19. Want more than 4 ½ minutes?Bush Foundation is providing funding for:• Presentations• Workshops• Project Planning and Implementation Consulting Email: vigen010@umn.edu
  20. 20. CBSM = Sustainability Changemaker Michelle Vigen Email: vigen010@umn.edu Regional Sustainable Development Partnerships Clean Energy Resource Teams Bush Foundation, Leadership Fellow

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