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How marketing can help generate action and deliver change on social issues: an amalgamation of a few presentations I've done recently. ...

How marketing can help generate action and deliver change on social issues: an amalgamation of a few presentations I've done recently.

(If you would like me to present this or similar to your organisation, please feel free to get in contact)

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It's been a long time coming Presentation Transcript

  • 1. IT’S BEEN A LONG TIME COMING how to generate action anddeliver change on social issue (Jon Howard: Quiet Storm)
  • 2. What can get unexpected peopletaking to the streets?
  • 3. The question to answer:how to overcome this…
  • 4. Or perhaps more perplexingly (and annoyingly)… What about whenpeople do claim tobelieve something… …but end up not acting on, or even contradicting, these beliefs? What strategies are there for plugging this ‘Value-Action Gap’?
  • 5. Theme to develop:what if we turn convention onits head, and explore changingbehaviour directly rather than via first changing beliefs?
  • 6. Where we will end up:Top 12 tips for delivering change 1. Have vision 2. Be impactful 3. Avoid worthiness 4. Be positive 5. Define action 6. Give reasons 7. Seem achievable 8. Make it easy 9. Imply scale 10. Deliver results 11. Reward support 12. Create ritual But first some theory…
  • 7. Bad news: just giving people the facts is rarely enough No matter how compelling we think our evidence is, other things always get in the way
  • 8. Neurologically… The brain favours established, easy to follow paths…reinforcingthose same beliefs and behaviours Autopilot kicks in: use of habit & shortcuts
  • 9. Chemically… The brain favours actions with positive outcomes that release a ‘feel good’ hit Whereas stress and expected negative outcomes suppress this chemical release
  • 10. Socially… Compounded by herd behaviour: doing what everyone else does is both easy and feels good
  • 11. “sounds great,where do I sign up”
  • 12. Often, we’re noteven aware thatbehaviour needs to change
  • 13. Emotionally potent shock tactics can make an issue salient But salience is no guarantee of change, and can reinforce negative behaviour
  • 14. Using challenging messages on negative ordistressing social issues, especially where ‘I’ am part of the ‘problem’, can lead to fatigue and even rejectionChallenge what seems normative behaviour, making me feel bad, and I will push back
  • 15. Psychologically = cognitive dissonance Where beliefs and behaviour fighteach other, we tend to modify beliefs to reflect (‘wrong’) behaviour… …then look for ‘proof’ to justify this behaviour and ‘new’ beliefs
  • 16. An unwillingness or inability to change that we then presuppose of others as well “they’ve only got themselves to blame”
  • 17. And even when you do believe (in theory)… …sometimes there are just too many barriers to action
  • 18. So an ‘issue’ which is clear and public…And which people seem to ‘get’…78% think chickens are kept in poor conditions72% say think ‘welfare’ when buying chicken83% expect retailers to ensure welfare standards (RSPCA research)
  • 19. But though apparently on-side, mostwould rather keep their heads in the sand to avoid a complex ‘feel bad’ issue “Consumers deliberately reject information on animal welfare due to the emotional response it provokes, making it difficult to raise awareness of the issue” (RSPCA)
  • 20. Why it’s hard to argue people into changeToo expensive Too big Too ugly
  • 21. In fact, where choice is difficultwe’d sometimes not have to make it
  • 22. But where choice does exist, it’s hard tochange attitudes even when insignificant(we tend to prefer what we bought last)
  • 23. Focusing on beliefs means (at best) maximising those (genuinely)predisposed rather than delivering widespread change
  • 24. Although the radical canbe normalised and change can happen even on the most intractable issues It can just take time,unfortunately, which we don’t always have
  • 25. For the same reason, wecan’t rely on politicians and legislation either Policy change takes time, and usually follows broader social beliefs (the end game not the start point)
  • 26. Question: is there a way to short circuit the stages of prevarication people typically go through?But “what’s in it But “what difference for me?” can I make?” But “what do you actually want me to do?”
  • 27. “I do feel sorry for the polar bears” But “what’s in it for me?”
  • 28. “There’s a river in my street” But “what difference can I make?”
  • 29. “I really want to help” But “what do you actually want me to do?”
  • 30. And the irony…? 80% of factors influencing pro-environmental behaviour have nothing to do with knowledge or awareness
  • 31. Ancient wisdom… “tell me and I forget show me and I remember involve me and I understand” (Confucius)
  • 32. Which points to an alternative approach:don’t try to convert thru argument, but get people doing something without noticing (especially if ‘doing good’ rather than ‘stopping bad’) Harness the power of cognitive dissonance: or change behaviour and beliefs will follow
  • 33. “You are all going to die horribly” Ineffectiveness showed even fear can’t overcome fixed behaviour
  • 34. Whereas handing out free condoms was effective as it worked with behaviour Always better to go with the flow
  • 35. When you had to travel, recycling wasoften too much hassle even for believers
  • 36. Doorstep collection means even cynicsbecome do-ers as it’s too easy to avoid Especially when the neighbours are joining in as well
  • 37. Or on an even bigger scale, Third World poverty… Conventionally: “it’s terrible” “it’s huge” “you are part of the problem” = a ‘feel bad’ black hole (so why bother?)
  • 38. How Live Aid changed (and fed) the World: not a guilt trip but a charity revolution A big, famous idea not just a cause Fun, positive, involving Definitely something in it for me Small, easy ways to make a difference Everyone’s doing it (can’t miss out)
  • 39. The power of ‘everyone else’… But significant increase if say “this is what other guests do”
  • 40. Back to where we began… 1. Have vision 2. Be impactful 3. Avoid worthiness 4. Be positive 5. Define action 6. Give reasons 7. Seem achievable 8. Make it easy 9. Imply scale 10. Deliver results 11. Reward support 12. Create ritual But how do we put these into action?
  • 41. 1. Have a clear simple visionThe badge you want people to wear, and banner you want them to march under
  • 42. 2. Make sure people knowInvisibility changes nothing for anyone
  • 43. 3. Don’t turn off people with your worthinessNo issue worth fighting for should be boring!
  • 44. 4. Anchor everythingin positive emotions If people ‘feel good’ not ‘feel bad’ they are more likely to get on board
  • 45. 5. Tell people clearly what you want from them The power of “do this…now”(even the scam merchants recognise it!)
  • 46. 6. Give a ‘reason why’ action is needed Still need the facts that (post) justify action, and form foundations of new beliefs
  • 47. 7. Have outcomes that seem achievable This is how you make a difference
  • 48. 8. Make it (seem) natural and easy to do Use simple actions, sign postsand short cuts to maximise involvement
  • 49. 9. Imply ‘everyone’ is doing ‘it’ Exploit the power of socialpresence, proof…and pressure
  • 50. 10. Make sure to deliver on your promises Disillusionment is the quickest way to kill a movement
  • 51. 11. Give something back Even if that is just gratitude, answer the ‘what’s in it for me?’ question
  • 52. 12. Ritualise new behaviourRitual marries action and belief, making it harder to stop than to keep on going
  • 53. 1. Have vision 2. Be impactful 3. Avoid worthiness 4. Be positive 5. Define action 6. Give reasons 7. Seem achievable 8. Make it easy 9. Imply scale 10. Deliver results 11. Reward supportSteps to changing the world 12. Create ritual
  • 54. Bring people together in simple, feel good activities they don’t want to miss out on……and even if an issue they don’t especially believe in, their united self interest might change the world
  • 55. The beginning!
  • 56. Thank you! (NOTE: IF YOU WOULD LIKE ME TO PRESENT THIS OR SIMILAR TO YOUR ORGANISATION, PLEASE FEEL FREE TO GET IN CONTACT )EMAIL: jon@quietstorm.co.ukBLOG: jonhoward.typepad.com/livingbrandsTWITTER: twitter.com/jon_howardLINKEDIN: linkedin.com/in/jonathanhowardFACEBOOK: facebook.com/profile.php?id=641466769