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Using marketing for
cultural transformations
presentation by
Gillian King
Sustainable Jill
to
Frank Fenner Foundation
18 F...
1. Introduction
2. Culture & Communication
3. Advertising & Marketing
4. Effecting Change
5. One Model
6. Discussion
Progr...
1 Introduction
About me
• Sustainability facilitator bringing together
people, information & ideas
• 20 years Aust Gov’t policy, manageme...
• catalyst for social change to bring about
biosensitive societies which satisfy the
needs of humankind and the Earth's
ec...
Human activity  degradation of natural environment
 detrimental to human prosperity, health and wellbeing
Human civilisa...
Shifting How We (FFF) Think
• Academic focus – theoretical models

• Practical focus – effecting change
̶ How?
̶ Very pra...
2 Culture & Communication
Culture & Communication
• Culture is communication
• Meaning requires emotion
• Narratives we tell ourselves
• Those narratives become our
identity
• New stories can replace current
stories
– What is ...
3 Effecting Change via
Advertising & Marketing
Effecting Change
• Psychology
• Advertising and marketing
• Campaigning
Effecting Change
Why advertisers & marketers?
• Behaviour change industry
• Use psychology to influence behaviour
• Evidence-based
• Creati...
Shaping Public Opinion
“develop a message and strategy for
shaping public opinion on a national scale”
(internal fossil fu...
What can we learn from the
commercial world?
1. Psychology
2. Models for influencing
.
Ferrier, A. & Fleming, J. 2014. The Advertising Effect: How to change behaviour.
Oxford University Press: South Melbourn...
Adam Ferrier
Advertising, Psychology & Systems Thinking
How do we replace them?
What do we want to replace them with?
What are the domi...
4 Effecting Change
Some ways of getting change
• Fairy tales – ‘outsourcing’:
Prince Charming will rescue us
– eg Whitlam, Rudd, Obama, Abbot...
Psychology of behaviour
Feelings
Actions
Thoughts
Behaviour
Change – how?
Change thinking  change behaviour
Change thinking  change actions
Feelings
Actions
Thoughts
Behaviour
Change – how?
Change thinking  change behaviour
Change behaviour  change
Change actions  change thinking
Feelings
Actions
Thoughts
Behaviour
Why focus on behaviour?
Action changes attitude
faster than
attitude changes action
Six Principles of Influence
1. Reciprocity
2. Commitment & Consistency
3. Social Proof
4. Liking
5. Authority
6. Scarcity
...
5 One model
Basic Sales Model‘Selling’ change
‘Selling’ change – why?
• ‘Reframing is social change.’
(George Lakoff. 2004. Don’t Think of an Elephant, Scribe Publicati...
‘Selling’ change
Pain
Island
Boat
Pleasure
Island
Language,
Words, Stories, Images
1. About what?
2. To whom?
3. How?
Pain Island
• Anthropocene
• Anthropocentric thinking
What are the dominant images, stories & words in our
culture?
Economy, financial eg $, buy, sell, share market, exchange
r...
Pleasure Island
• Sustainocene
• Ecocentric thinking
Environment eg GSP
Humanising: People, relationships, personalising
Feelings, spirituality eg GHP
Sustainable, enough, les...
How do we replace them?
How do we replace them?
Jack Proctor, Native Fishing Boat at Sea, 1942 , Blue Mountains Local Studies, Blue Mountains City...
Summary (1)
• Culture is about communication.
• Language, stories and images that resonate
with us emotionally are the key...
A. Marketing
 change attitudes & behaviour
 useful
B. One basic marketing model: Pain Island, Pleasure
Island, Boat
1. P...
6 Discussion
"Never doubt that a small group of
thoughtful, committed citizens can
change the world; indeed, it's the
only thing that e...
Asian Wisdom
Tell me, I forget.
Show me, I remember.
Involve me, I understand.
- ancient Chinese proverb
A model for developing Pleasure Eco-Island
http://www.unep.org/newscentre/default.aspx?DocumentID=2754&ArticleID=9703
Christiana Figueres, Executive Secretary UNFCCC...
“I believe that this nation should commit itself to achieving
the goal, before this decade is out, of landing a man on the...
It’s Time
• "It's Time remains the most memorable and important political
campaign we have seen in Australia.
• "It is a s...
Example
Archaic thinking in 21st century
• ‘energy is “produced”’
– the law of conservation of energy means that
energy can neithe...
Conscience Families Precious (Fairness)
(Stand up for what is right) (Sacrifice)
http://www.abc.net.au/news/2014-11-07/lam...
Letter of Hope
1. Change what we do
2. Change how we do it
3. Change how language, stories, images
 What it means to be h...
Letter of Hope
• We cannot succeed if we do not have
hope…or a clear vision
• Familiar values we connect with
 Family
 C...
Letter of Hope
When you are literally fighting for your life,
you are very clear and focused about what
is your goal, your...
Using marketing for cultural transformations - Frank Fenner Foundation 20150218
Using marketing for cultural transformations - Frank Fenner Foundation 20150218
Using marketing for cultural transformations - Frank Fenner Foundation 20150218
Using marketing for cultural transformations - Frank Fenner Foundation 20150218
Using marketing for cultural transformations - Frank Fenner Foundation 20150218
Using marketing for cultural transformations - Frank Fenner Foundation 20150218
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Using marketing for cultural transformations - Frank Fenner Foundation 20150218

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Presentation to Frank Fenner Foundation, 18 February 2015

Speaking notes are available at http://sustainablejill.com/publications/

Information about Frank Fenner Foundation is at http://www.natsoc.org.au/about-fff

Published in: Environment
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Using marketing for cultural transformations - Frank Fenner Foundation 20150218

  1. 1. Using marketing for cultural transformations presentation by Gillian King Sustainable Jill to Frank Fenner Foundation 18 February 2015
  2. 2. 1. Introduction 2. Culture & Communication 3. Advertising & Marketing 4. Effecting Change 5. One Model 6. Discussion Program
  3. 3. 1 Introduction
  4. 4. About me • Sustainability facilitator bringing together people, information & ideas • 20 years Aust Gov’t policy, management – environment (particularly climate change), industry & ageing • Long-term interest in climate change & urban planning – scientist, policy-maker, community member, activist – interested in systemic change, game-changers  cultural change!
  5. 5. • catalyst for social change to bring about biosensitive societies which satisfy the needs of humankind and the Earth's ecosystems of which we are a part … and upon which we are entirely dependent.
  6. 6. Human activity  degradation of natural environment  detrimental to human prosperity, health and wellbeing Human civilisation ∝ transforming dominant world culture • rapid • reassert the biophysical realities within which we live • promote culture sensitive to & respectful of nature & its limits Still time for effective action to minimise disruption to human society Transforming Culture stream - assumptions
  7. 7. Shifting How We (FFF) Think • Academic focus – theoretical models  • Practical focus – effecting change ̶ How? ̶ Very practical set of steps and possibly even a group to carry these forward
  8. 8. 2 Culture & Communication
  9. 9. Culture & Communication • Culture is communication • Meaning requires emotion
  10. 10. • Narratives we tell ourselves • Those narratives become our identity • New stories can replace current stories – What is needed, not what is possible Culture & Communication
  11. 11. 3 Effecting Change via Advertising & Marketing
  12. 12. Effecting Change • Psychology • Advertising and marketing • Campaigning Effecting Change
  13. 13. Why advertisers & marketers? • Behaviour change industry • Use psychology to influence behaviour • Evidence-based • Creative
  14. 14. Shaping Public Opinion “develop a message and strategy for shaping public opinion on a national scale” (internal fossil fuel industry memo) – ‘This manufactured campaign found a receptive audience among many citizens who would understandably prefer not to acknowledge the existence of such a frightening and potentially overwhelming threat as global climate change.’ Gore, A. 2009. Our Choice, p. 358
  15. 15. What can we learn from the commercial world? 1. Psychology 2. Models for influencing
  16. 16. . Ferrier, A. & Fleming, J. 2014. The Advertising Effect: How to change behaviour. Oxford University Press: South Melbourne.
  17. 17. Adam Ferrier
  18. 18. Advertising, Psychology & Systems Thinking How do we replace them? What do we want to replace them with? What are the dominant images, stories & words in our culture? ‘Mere exposure effect’ (Zajonc 2001) Every time we see a picture, hear a story or read words, it makes an impression on our brains (Heath 2001)
  19. 19. 4 Effecting Change
  20. 20. Some ways of getting change • Fairy tales – ‘outsourcing’: Prince Charming will rescue us – eg Whitlam, Rudd, Obama, Abbott, technology • Empowerment movements – eg Divestment, Kitchen Table Conversations, March Australia • Marketing
  21. 21. Psychology of behaviour Feelings Actions Thoughts Behaviour
  22. 22. Change – how? Change thinking  change behaviour
  23. 23. Change thinking  change actions Feelings Actions Thoughts Behaviour
  24. 24. Change – how? Change thinking  change behaviour Change behaviour  change
  25. 25. Change actions  change thinking Feelings Actions Thoughts Behaviour
  26. 26. Why focus on behaviour? Action changes attitude faster than attitude changes action
  27. 27. Six Principles of Influence 1. Reciprocity 2. Commitment & Consistency 3. Social Proof 4. Liking 5. Authority 6. Scarcity Robert Cialdini. 1984. Influence: The Psychology of Persuasion.
  28. 28. 5 One model
  29. 29. Basic Sales Model‘Selling’ change
  30. 30. ‘Selling’ change – why? • ‘Reframing is social change.’ (George Lakoff. 2004. Don’t Think of an Elephant, Scribe Publications: Melbourne) • If you don’t know where you’re going, any path will take you there
  31. 31. ‘Selling’ change Pain Island Boat Pleasure Island
  32. 32. Language, Words, Stories, Images 1. About what? 2. To whom? 3. How?
  33. 33. Pain Island • Anthropocene • Anthropocentric thinking
  34. 34. What are the dominant images, stories & words in our culture? Economy, financial eg $, buy, sell, share market, exchange rate, commodities, prices, GDP, Work hard and (eventually) you can be rewarded (eg by retiring) Growth, more, building, improvement, fast, better = good Celebrity, fashion, design, appearance, food – fast, engineered, ‘perfect’ Man-made objects (eg cars, buildings, food, fashion, faces, bodies) Refinement = improvement: natural = primitive = bad Extrinsic value Dehumanising, objectifying, abstracting I/me, you, status, ownership, control, closed, fast
  35. 35. Pleasure Island • Sustainocene • Ecocentric thinking
  36. 36. Environment eg GSP Humanising: People, relationships, personalising Feelings, spirituality eg GHP Sustainable, enough, less, natural, experiencing, caring, mindful = good Growth, more, building, develop, improvement, fast = bad/ neutral Intrinsic value Humanising, personalising, concrete We/us, commonality, caring, sharing, openness, slow What do we want to replace them with?
  37. 37. How do we replace them?
  38. 38. How do we replace them? Jack Proctor, Native Fishing Boat at Sea, 1942 , Blue Mountains Local Studies, Blue Mountains City Library, CC BY-NC-SA 2.0
  39. 39. Summary (1) • Culture is about communication. • Language, stories and images that resonate with us emotionally are the key. • Psychology and marketing can provide invaluable help with transforming culture. • A bold, vivid and clear alternative that engages us emotionally is the key to change.
  40. 40. A. Marketing  change attitudes & behaviour  useful B. One basic marketing model: Pain Island, Pleasure Island, Boat 1. Pleasure Island – imagining different futures (scenarios) 2. There are boats to get to Pleasure Island 3. Pacific colonisers – get on boats without knowing destination C. FFF can help people imagine different future  help get people get on boats that may be legal Summary (2)
  41. 41. 6 Discussion
  42. 42. "Never doubt that a small group of thoughtful, committed citizens can change the world; indeed, it's the only thing that ever has." - Margaret Mead
  43. 43. Asian Wisdom Tell me, I forget. Show me, I remember. Involve me, I understand. - ancient Chinese proverb
  44. 44. A model for developing Pleasure Eco-Island
  45. 45. http://www.unep.org/newscentre/default.aspx?DocumentID=2754&ArticleID=9703 Christiana Figueres, Executive Secretary UNFCCC Keynote address at the World Coal Association International Coal & Climate Summit, 18 November 2013: “…the phrase "where there's a will, there's a way" is tantamount to human history because will precedes innovation, and innovation precedes transformation. John F. Kennedy called for putting man on the moon in ten years at a point when no one knew how that would be done.” Vision: Bold, vivid & clear is vital
  46. 46. “I believe that this nation should commit itself to achieving the goal, before this decade is out, of landing a man on the moon and returning him safely to the earth. No single space project in this period will be more impressive to mankind, or more important for the long-range exploration of space; and none will be so difficult or expensive to accomplish…. all of us must work to put him there.” JFK, Man on the Moon Speech, Joint Session of Congress, 25 May 1961 • Daring, daunting, word-picture of a possible future • Specific: who, what, how, where, when Vision: Bold & clear is vital Williams, P. 2005. Coaching Your Kids to Be Leaders: The Keys to Unlocking Their Potential. FaithWords: New York
  47. 47. It’s Time • "It's Time remains the most memorable and important political campaign we have seen in Australia. • "It is a shining example of the truly effective political campaign: it took the highly complex and intelligently transformed it into something approachable, fresh, and believable. • "The song itself has simple but positive lyrics about the future and invites the audience to get on board and be part of that bright and exciting world. It was a pitch aimed directly at those middle-class voters who were concerned that Labor was too militant or pro-union. In my opinion, there has never been a better, more effective advertisement in Australian political campaigning. It still gives me goosebumps. Watch it and see if you agree." • https://www.youtube.com/watch?v=vqMCZBjvmD4 http://www.abc.net.au/news/2014-10-22/its-time-gough-whitlam-1972- campaign/5831996
  48. 48. Example
  49. 49. Archaic thinking in 21st century • ‘energy is “produced”’ – the law of conservation of energy means that energy can neither be created nor destroyed but only change form; – the language of ‘production’ derives from another archaic time • ‘energy = fuel’ – fuel is just one way of (inefficiently) converting energy from one form to another
  50. 50. Conscience Families Precious (Fairness) (Stand up for what is right) (Sacrifice) http://www.abc.net.au/news/2014-11-07/lambie-vows-to-oppose-bills-until- adf-pay-offer-boosted/5873432
  51. 51. Letter of Hope 1. Change what we do 2. Change how we do it 3. Change how language, stories, images  What it means to be human, Australian  Different to what got us into this mess 4. New, clear, positive vision for the future
  52. 52. Letter of Hope • We cannot succeed if we do not have hope…or a clear vision • Familiar values we connect with  Family  Community  Friendship and mateship  Fair go
  53. 53. Letter of Hope When you are literally fighting for your life, you are very clear and focused about what is your goal, your vision for the future…and you have the energy to do whatever it takes – even things you've never done or fought off before – to win

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