Using marketing for cultural transformations - Students of Sustainability 20150712
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Transcript of Using marketing for cultural transformations - Students of Sustainability 20150712
Using marketing for cultural transformations
presentation by
Gillian KingSustainable Jill
to
Students of SustainabilityFlinders University
12 July 2015
1. Introduction
2. Culture & Communication
3. Advertising & Marketing
4. Effecting Change
5. One Model
6. Envisaging Exercise
7. Conclusion
ProgramProgram
1 Introduction1 Introduction
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
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
Image: http://www.newscientist.com/special/ocean-to-ozone-earths-nine-life-support-systems
Human activity degradation of natural environment detrimental to human prosperity, health and wellbeing
• rapid• reassert the biophysical realities within which we live• promote culture sensitive to & respectful of nature & its limits
Human civilisation transforming dominant world culture∝
Still time for effective action to minimise disruption to human society
Transforming Culture stream - assumptions
• How to bring about the cultural transformation needed for long term survival of humans?
Sustainability – Core Question
2 Culture & Communication2 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 needed, not what is possible
Culture & Communication
3 Effecting Change via Advertising & Marketing3 Effecting Change via Advertising & Marketing
Effecting Change
• Psychology
• Advertising and marketing
• Project management
• Campaigning
Effecting Change
Why advertisers & marketers?
• Behaviour change industry• Use psychology to influence behaviour• Evidence-based• Creative
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
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 Melbourne.
Adam Ferrier
Advertising, Psychology & Systems Thinking
4 Effecting Change4 Effecting Change
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
Psychology of behaviour
Behaviour
Change – how?
Change thinking change behaviour
Change thinking change actions
Behaviour
Change – how?
Change thinking change behaviour
Change behaviour change
Change actions change thinking
Behaviour
Why focus on behaviour?
Action changes attitude
faster than
attitude changes action
Asian Wisdom
Tell me, I forget.Show me, I remember.Involve me, I understand.
- ancient Chinese proverb
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.
5 One model5 One model
Basic Sales Model‘Selling’ change
‘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
‘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?
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 valueDehumanising, objectifying, abstractingI/me, you, status, ownership, control, closed, fast
Pleasure Island
• Sustainocene• Ecocentric thinking
What do we want to replace them with?
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?
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 Library, CC BY-NC-SA 2.0
How do we replace them?
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.
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 Island3. 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)Summary (2)