TAG: Commitment

Tricks of the Trade – 4

Social change marketing

See Part 1 of this article See Part 2 of this article See Part 3 of this article There’s a lot of talk about changing people’s behaviour.Talk about recycling and waste management. Talk about local economies and food production. Talk about public transport and greening community spaces. Talk, talk talk. For some reason, a great many social change programs have relied on information as the principle weapon for mass distraction – distraction from the everyday activities that otherwise keep people glued to existing and typically unsustainable behaviours.  The problem, however, is that information alone is not a particularly effective weapon…. read more