Meeting at the crossroads...Response to Shape the Agenda paperLess smoke, more fire

Veronica Sharp (with contributions from Tessa Allgeier and Cheryl Brown)

Chair, Social Marketing MIG

Social Marketing MIG Launch

London, 7 October 2010

Response to Shape the Agenda paper

New opportunities and challenges for social and commercial marketing

MIG interim response to ‘Shape the Agenda’ paper

• What can commercial marketing learn from social marketing?– The role of business in public policy– How different are we?– Challenges into opportunities

Response to Shape the Agenda paper

The role of business in public policy

• Driving down crime• Reducing impact of climate change• Reducing inequalities• Encouraging healthy lifestyles• Improving social justice

It will become increasingly necessary for business to borrow and embed social marketing into its corporate strategy and take an active role in social and environmental stewardship.

Increased policy targets

Reduced public sector budgets

Onus on the private sector

Response to Shape the Agenda paper

Triangle of change

Response to Shape the Agenda paper

Response to Shape the Agenda paper

Competing forces

POWERFUL FORCE

FOR GOODvs

POWERFUL FORCE FOR

PROFIT

Can business align its value proposition with society expectations and serve the common good?

Response to Shape the Agenda paper

How different are we?

Social marketing works with...

• The ‘hard to reach’ and ‘hard to engage’

• Challenging, habitual or addictive behaviours

• Less tangible benefits

• Counteracting products and services

• Measuring challenging outcomes

• Diverse stakeholder objectives

Response to Shape the Agenda paper

Challenges into opportunities

• Cultural and ethical differences

• Credibility - trust, transparency, responsibility and accountability

“Consumers making positive life changes as a result of business adopting an ‘ethic of care’ may lead to increased loyalty and profitability.”

• Align products and services to deliver policy goals

• Increase public/private partnerships

• Corporate responsibility offers a point of connection

Response to Shape the Agenda paper

Key questions for the Social Marketing MIG

• How can commercial marketers help to deliver public policy?

• Should social marketing be used as a differentiator by business for economic gain?

• Can the marketing profession be strengthened by collaboration and sharing of innovation?