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Using marketing for cultural transformations - Students of Sustainability 20150712

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Presentation & notes for workshop at Students of Sustainability, Flinders University, Australia, 12 July 2015.

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

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Using marketing for cultural transformations - Students of Sustainability 20150712

  1. 1. Using marketing for cultural transformations presentation by Gillian King Sustainable Jill to Students of Sustainability Flinders University 12 July 2015
  2. 2. 1. Introduction 2. Culture & Communication 3. Advertising & Marketing 4. Effecting Change 5. One Model 6. Envisaging Exercise 7. Conclusion 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
  5. 5. Transforming Culture stream – assumptions • Human civilisation ∝ transform dominant world culture – rapid – reassethe biophysical realities within which we live – promote culture sensitive to & respectful of nature & its limits • There is still time to take effective action to minimise disruption to human society Detrimental to human prosperity, health & wellbeing Degradation of natural environment Human activity
  6. 6. Image: http://www.newscientist.com/special/ocean-to-ozone-earths-nine-life-support-systems
  7. 7. 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
  8. 8. • How to bring about the cultural transformation needed for long term survival of humans? Sustainability – Core Question
  9. 9. 2 Culture & Communication
  10. 10. Culture & Communication • Culture is communication • Meaning requires emotion
  11. 11. • Narratives we tell ourselves • Those narratives become our identity • New stories can replace current stories – What is needed, not what is possible Culture & Communication
  12. 12. 3 Effecting Change via Advertising & Marketing
  13. 13. Effecting Change • Psychology • Advertising and marketing • Project management • Campaigning Effecting Change
  14. 14. Why advertisers & marketers? • Behaviour change industry • Use psychology to influence behaviour • Evidence-based • Creative
  15. 15. 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
  16. 16. What can we learn from the commercial world? 1. Psychology 2. Models for influencing
  17. 17. . Ferrier, A. & Fleming, J. 2014. The Advertising Effect: How to change behaviour. Oxford University Press: South Melbourne.
  18. 18. Adam Ferrier
  19. 19. 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)
  20. 20. 4 Effecting Change
  21. 21. 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
  22. 22. Psychology of behaviour Feelings Actions Thoughts Behaviour
  23. 23. Change – how? Change thinking  change behaviour
  24. 24. Change thinking  change actions Feelings Actions Thoughts Behaviour
  25. 25. Change – how? Change thinking  change behaviour Change behaviour  change
  26. 26. Change actions  change thinking Feelings Actions Thoughts Behaviour
  27. 27. Why focus on behaviour? Action changes attitude faster than attitude changes action
  28. 28. Asian Wisdom Tell me, I forget. Show me, I remember. Involve me, I understand. - ancient Chinese proverb
  29. 29. 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.
  30. 30. 5 One model
  31. 31. Basic Sales Model‘Selling’ change
  32. 32. ‘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
  33. 33. ‘Selling’ change Pain Island Boat Pleasure Island
  34. 34. Language, Words, Stories, Images 1. About what? 2. To whom? 3. How?
  35. 35. Pain Island • Anthropocene • Anthropocentric thinking
  36. 36. What are the dominant images, stories & words in our culture?
  37. 37. 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
  38. 38. Pleasure Island • Sustainocene • Ecocentric thinking
  39. 39. What do we want to replace them with?
  40. 40. 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?
  41. 41. How do we replace them?
  42. 42. 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
  43. 43. How do we replace them?
  44. 44. 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.
  45. 45. 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)

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