Ken Peattie - Social Marketing: Business Thinking for Social Goals
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Ken Peattie - Social Marketing: Business Thinking for Social Goals

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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

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

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Ken Peattie - Social Marketing: Business Thinking for Social Goals Ken Peattie - Social Marketing: Business Thinking for Social Goals Presentation Transcript

  • “Social Marketing.Business Thinking for Social Goals " Professor Ken Peattie Director, BRASS Research Centre, Cardiff University
  • So What is Social Marketing ? ...the systematic application ofmarketing, alongside other conceptsand techniques, to achieve specificbehavioural goals, for a social good. NSMC: French & Blair-Stevens,2006
  • 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 NetworkOld style ‘campaign’ Social Marketing paradigm paradigm View slide
  • 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 ? View slide
  • 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;
  • Social Marketing :Goes Beyond Communication ……because sometimes sending out a message gets the right result …… but often it isn’t enough !
  • Why Think in ‘Marketing’ Terms ? Because Domestic Consumption Behaviours are Crucial75-80 % 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)
  • Marketing works by makingthings: &
  • But we tend to offer: g adult removin sensibleworthy matu re risks & exc itement d extra har effort less t y co nvenienhe 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
  • 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 …..
  • Instead Why Not Look for the Positives to Market?
  • 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
  • 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 MarketingCommercial campaignsFor-Profit &Companies Joint Campaigns
  • Unilever’s Five Levers for ChangeSource: UnileverSustainable LivingPlan.
  • Social and CommercialSustainability Marketing
  • Want to Know More?