Kelly	  Evans	  BA	  (Hons),	  AMRS,	  MCIM	  Chartered	  Marketer	  	  Why social marketers must acceptthat we cannot cha...
A socialmarketingjourney
I	  know	  I	  should	  KNOWLEDGE	  I	  want	  to	  DESIRE	  I	  can	  SKILLS	  It’s	  worthwhile	  OPTIMISIM	  It’s	  eas...
I	  didn’t	  know	  IGNORANCE	  I	  don’t	  want	  to	  REJECTION	  I	  Can’t	  INABILITY	  It	  won’t	  work	  PESSIMISM	...
10	  REASONS	  WHY	  WE	  	  RESIST	  CHANGE	  •  THE	  RISK	  OF	  CHANGE	  IS	  SEEN	  AS	  GREATER	  THAN	  THE	  RISK	...
MY	  OWN	  RESEARCH	  •  SOME	  PEOPLE	  JUST	  DON’T	  WANT	  TO	  CHANGE	  •  MANY	  DON’T	  FEEL	  COURAGEOUS	  ENOUGH	...
THE	  ANSWER:	  STEALTH	  I	  didn’t	  know	  IGNORANCE	  I	  don’t	  want	  to	  REJECTION	  I	  Can’t	  INABILITY	  It	 ...
KEY	  SUCCESS	  FACTORS	  FOR	  A	  STEALTH	  APPROACH	  TO	  BEHAVIOUR	  CHANGE	  •  NOT	  OBVIOUS	  •  IS	  DECREET/	  C...
EXAMPLE:	  HEALTH	  BY	  STEALTH	  •  PROBLEM:	  1	  IN	  6	  MEALS	  ARE	  EATEN	  OUTSIDE	  OF	  THE	  HOME.	  MANY	  FO...
SEGMENTATION	  DIFFERENT	  STRATEGIES	  
Change	  the	  behaviour	  of	  those	  who	  supply	  the	  food	  rather	  than	  the	  consumers	  who	  buy	  it.	  	 ...
Consumer	  taste	  tests	  showed	  that	  most	  people	  couldn’t	  tell	  the	  difference.	  Those	  who	  blind	  tast...
 NOT	  OBVIOUS	   IS	  DECREET/	  COVERT	   REPRESENTS	  THE	  ‘SAME’/	  FAMILIARITY	   DETECTION	  IS	  DIFFICULT	  ...
Thank	  You!	  Sign	  up	  to	  our	  ‘communicate	  only	  what	  maders’	  newsleder	  for	  great	  change	  ideas	  ww...
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Why social marketers must accept that we cannot change everyone... ...and what to do instead

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This presentation was given by Kelly Evans at the 2nd World Social Marketing Conference in Brighton, UK

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Why social marketers must accept that we cannot change everyone... ...and what to do instead

  1. 1. Kelly  Evans  BA  (Hons),  AMRS,  MCIM  Chartered  Marketer    Why social marketers must acceptthat we cannot change everyone……and what to do instead
  2. 2. A socialmarketingjourney
  3. 3. I  know  I  should  KNOWLEDGE  I  want  to  DESIRE  I  can  SKILLS  It’s  worthwhile  OPTIMISIM  It’s  easy  FACILITATION  I’m  joining  in  STIMULATION  Well  done  REINFORCEMENT  7  STAGES  OF  BEHAVIOUR  CHANGE  ROBINSON  (1998)  
  4. 4. I  didn’t  know  IGNORANCE  I  don’t  want  to  REJECTION  I  Can’t  INABILITY  It  won’t  work  PESSIMISM  It’s  too  hard  COMPLICATION  I  couldn’t  be  bothered  APATHY  I’ll  get  back  at  them  UNDERMINE  7  STAGES  OF  BEHAVIOURAL  INERTIA  
  5. 5. 10  REASONS  WHY  WE    RESIST  CHANGE  •  THE  RISK  OF  CHANGE  IS  SEEN  AS  GREATER  THAN  THE  RISK  OF  STANDING  STILL  •  PEOPLE  FEEL  CONNECTED  TO  OTHER  PEOPLE  WHO  ARE  IDENTIFIED  WITH  THE  OLD  WAY  •  PEOPLE  HAVE  NO  ROLE  MODELS  FOR  THE  NEW  ACTIVITY  •  PEOPLE  FEAR  THEY  LACK  THE  COMPETENCE  TO  CHANGE  •  PEOPLE  FEEL  OVERLOADED  AND  OVERWHELMED  •  PEOPLE  HAVE  A  HEALTHY  SKEPTICISM  AND  WANT  TO  BE  SURE  NEW  IDEAS  ARE  SOUND  •  PEOPLE  FEAR  HIDDEN  AGENDAS  AMONG  WOULD-­‐BE  REFORMERS  •  PEOPLE  FEEL  THE  PROPOSED  CHANGE  THREATENS  THEIR  NOTIONS  OF  THEMSELVES  •  PEOPLE  ANTICIPATE  A  LOSS  OF  STATUS  OR  QUALITY  OF  LIFE  •  PEOPLE  GENUINELY  BELIEVE  THAT  THE  PROPOSED  CHANGE  IS  A  BAD  IDEA  A.  J.  Schuler,  Psy.  D  (2003)  
  6. 6. MY  OWN  RESEARCH  •  SOME  PEOPLE  JUST  DON’T  WANT  TO  CHANGE  •  MANY  DON’T  FEEL  COURAGEOUS  ENOUGH  •  THE  ENVIRONMENT  IS  HOLDING  THEM  BACK  •  THEY  FEEL  LIKE  GIVING  UP  -­‐  SEVERAL  ATTEMPTS  •  THEY  DON’T  FEEL  ENOUGH  PAIN  YET  •  THEY  DON’T  KNOW  HOW  TO  PRACTICALLY  MAKE  THE  CHANGE  
  7. 7. THE  ANSWER:  STEALTH  I  didn’t  know  IGNORANCE  I  don’t  want  to  REJECTION  I  Can’t  INABILITY  It  won’t  work  PESSIMISM  It’s  too  hard  COMPLICATION  I  couldn’t  be  bothered  APATHY  I’ll  get  back  at  them  UNDERMINE  
  8. 8. KEY  SUCCESS  FACTORS  FOR  A  STEALTH  APPROACH  TO  BEHAVIOUR  CHANGE  •  NOT  OBVIOUS  •  IS  DECREET/  COVERT  •  REPRESENTS  THE  ‘SAME’/  FAMILIARITY  •  DETECTION  IS  DIFFICULT  •  REQUIRES  NO  EFFORT  EVANS,  K  (2011)  IDEAS  KEY  SUCCESS  FACTORS:  STEALTH  APPROACH  
  9. 9. EXAMPLE:  HEALTH  BY  STEALTH  •  PROBLEM:  1  IN  6  MEALS  ARE  EATEN  OUTSIDE  OF  THE  HOME.  MANY  FOODS  ARE  HIGH  IN  SATURATED  FAT,  SALT  AND  CALORIES  (ESPECIALLY  TAKEAWAYS)  
  10. 10. SEGMENTATION  DIFFERENT  STRATEGIES  
  11. 11. Change  the  behaviour  of  those  who  supply  the  food  rather  than  the  consumers  who  buy  it.    STEALTH  APPROACH  FOR  FOOD  HEDONISTS  
  12. 12. Consumer  taste  tests  showed  that  most  people  couldn’t  tell  the  difference.  Those  who  blind  tasted  the  two  dishes  preferred  the    reformulated  dishes.    REFORMULATION  
  13. 13.  NOT  OBVIOUS   IS  DECREET/  COVERT   REPRESENTS  THE  ‘SAME’/  FAMILIARITY   DETECTION  IS  DIFFICULT   REQUIRES  NO  EFFORT  KEY  SUCCESS  FACTORS  
  14. 14. Thank  You!  Sign  up  to  our  ‘communicate  only  what  maders’  newsleder  for  great  change  ideas  www.social-­‐change.co.uk    EMAIL:  Kellyevans@social-­‐change.co.uk  CALL:  +44  (0)1522  837250  

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