Using marketing for cultural transformations - Students of Sustainability 20150712
-
Upload
gill-king -
Category
Environment
-
view
87 -
download
1
Transcript of Using marketing for cultural transformations - Students of Sustainability 20150712
![Page 1: Using marketing for cultural transformations - Students of Sustainability 20150712](https://reader034.fdocuments.in/reader034/viewer/2022042820/55d11ac7bb61eb231e8b4580/html5/thumbnails/1.jpg)
Using marketing for cultural transformations
presentation by
Gillian KingSustainable Jill
to
Students of SustainabilityFlinders University
12 July 2015
![Page 2: Using marketing for cultural transformations - Students of Sustainability 20150712](https://reader034.fdocuments.in/reader034/viewer/2022042820/55d11ac7bb61eb231e8b4580/html5/thumbnails/2.jpg)
1. Introduction
2. Culture & Communication
3. Advertising & Marketing
4. Effecting Change
5. One Model
6. Envisaging Exercise
7. Conclusion
ProgramProgram
![Page 3: Using marketing for cultural transformations - Students of Sustainability 20150712](https://reader034.fdocuments.in/reader034/viewer/2022042820/55d11ac7bb61eb231e8b4580/html5/thumbnails/3.jpg)
1 Introduction1 Introduction
![Page 4: Using marketing for cultural transformations - Students of Sustainability 20150712](https://reader034.fdocuments.in/reader034/viewer/2022042820/55d11ac7bb61eb231e8b4580/html5/thumbnails/4.jpg)
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
![Page 5: Using marketing for cultural transformations - Students of Sustainability 20150712](https://reader034.fdocuments.in/reader034/viewer/2022042820/55d11ac7bb61eb231e8b4580/html5/thumbnails/5.jpg)
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
![Page 6: Using marketing for cultural transformations - Students of Sustainability 20150712](https://reader034.fdocuments.in/reader034/viewer/2022042820/55d11ac7bb61eb231e8b4580/html5/thumbnails/6.jpg)
![Page 7: Using marketing for cultural transformations - Students of Sustainability 20150712](https://reader034.fdocuments.in/reader034/viewer/2022042820/55d11ac7bb61eb231e8b4580/html5/thumbnails/7.jpg)
Image: http://www.newscientist.com/special/ocean-to-ozone-earths-nine-life-support-systems
![Page 8: Using marketing for cultural transformations - Students of Sustainability 20150712](https://reader034.fdocuments.in/reader034/viewer/2022042820/55d11ac7bb61eb231e8b4580/html5/thumbnails/8.jpg)
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
![Page 9: Using marketing for cultural transformations - Students of Sustainability 20150712](https://reader034.fdocuments.in/reader034/viewer/2022042820/55d11ac7bb61eb231e8b4580/html5/thumbnails/9.jpg)
• How to bring about the cultural transformation needed for long term survival of humans?
Sustainability – Core Question
![Page 10: Using marketing for cultural transformations - Students of Sustainability 20150712](https://reader034.fdocuments.in/reader034/viewer/2022042820/55d11ac7bb61eb231e8b4580/html5/thumbnails/10.jpg)
2 Culture & Communication2 Culture & Communication
![Page 11: Using marketing for cultural transformations - Students of Sustainability 20150712](https://reader034.fdocuments.in/reader034/viewer/2022042820/55d11ac7bb61eb231e8b4580/html5/thumbnails/11.jpg)
Culture & Communication
• Culture is communication
• Meaning requires emotion
![Page 12: Using marketing for cultural transformations - Students of Sustainability 20150712](https://reader034.fdocuments.in/reader034/viewer/2022042820/55d11ac7bb61eb231e8b4580/html5/thumbnails/12.jpg)
• Narratives we tell ourselves
• Those narratives become our identity
• New stories can replace current stories– What is needed, not what is possible
Culture & Communication
![Page 13: Using marketing for cultural transformations - Students of Sustainability 20150712](https://reader034.fdocuments.in/reader034/viewer/2022042820/55d11ac7bb61eb231e8b4580/html5/thumbnails/13.jpg)
3 Effecting Change via Advertising & Marketing3 Effecting Change via Advertising & Marketing
![Page 14: Using marketing for cultural transformations - Students of Sustainability 20150712](https://reader034.fdocuments.in/reader034/viewer/2022042820/55d11ac7bb61eb231e8b4580/html5/thumbnails/14.jpg)
Effecting Change
• Psychology
• Advertising and marketing
• Project management
• Campaigning
Effecting Change
![Page 15: Using marketing for cultural transformations - Students of Sustainability 20150712](https://reader034.fdocuments.in/reader034/viewer/2022042820/55d11ac7bb61eb231e8b4580/html5/thumbnails/15.jpg)
Why advertisers & marketers?
• Behaviour change industry• Use psychology to influence behaviour• Evidence-based• Creative
![Page 16: Using marketing for cultural transformations - Students of Sustainability 20150712](https://reader034.fdocuments.in/reader034/viewer/2022042820/55d11ac7bb61eb231e8b4580/html5/thumbnails/16.jpg)
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
![Page 17: Using marketing for cultural transformations - Students of Sustainability 20150712](https://reader034.fdocuments.in/reader034/viewer/2022042820/55d11ac7bb61eb231e8b4580/html5/thumbnails/17.jpg)
![Page 18: Using marketing for cultural transformations - Students of Sustainability 20150712](https://reader034.fdocuments.in/reader034/viewer/2022042820/55d11ac7bb61eb231e8b4580/html5/thumbnails/18.jpg)
What can we learn from the commercial world?
1. Psychology
2. Models for influencing
![Page 19: Using marketing for cultural transformations - Students of Sustainability 20150712](https://reader034.fdocuments.in/reader034/viewer/2022042820/55d11ac7bb61eb231e8b4580/html5/thumbnails/19.jpg)
.
Ferrier, A. & Fleming, J. 2014. The Advertising Effect: How to change behaviour. Oxford University Press: South Melbourne.
![Page 20: Using marketing for cultural transformations - Students of Sustainability 20150712](https://reader034.fdocuments.in/reader034/viewer/2022042820/55d11ac7bb61eb231e8b4580/html5/thumbnails/20.jpg)
Adam Ferrier
![Page 21: Using marketing for cultural transformations - Students of Sustainability 20150712](https://reader034.fdocuments.in/reader034/viewer/2022042820/55d11ac7bb61eb231e8b4580/html5/thumbnails/21.jpg)
Advertising, Psychology & Systems Thinking
![Page 22: Using marketing for cultural transformations - Students of Sustainability 20150712](https://reader034.fdocuments.in/reader034/viewer/2022042820/55d11ac7bb61eb231e8b4580/html5/thumbnails/22.jpg)
4 Effecting Change4 Effecting Change
![Page 23: Using marketing for cultural transformations - Students of Sustainability 20150712](https://reader034.fdocuments.in/reader034/viewer/2022042820/55d11ac7bb61eb231e8b4580/html5/thumbnails/23.jpg)
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
![Page 24: Using marketing for cultural transformations - Students of Sustainability 20150712](https://reader034.fdocuments.in/reader034/viewer/2022042820/55d11ac7bb61eb231e8b4580/html5/thumbnails/24.jpg)
Psychology of behaviour
Behaviour
![Page 25: Using marketing for cultural transformations - Students of Sustainability 20150712](https://reader034.fdocuments.in/reader034/viewer/2022042820/55d11ac7bb61eb231e8b4580/html5/thumbnails/25.jpg)
Change – how?
Change thinking change behaviour
![Page 26: Using marketing for cultural transformations - Students of Sustainability 20150712](https://reader034.fdocuments.in/reader034/viewer/2022042820/55d11ac7bb61eb231e8b4580/html5/thumbnails/26.jpg)
Change thinking change actions
Behaviour
![Page 27: Using marketing for cultural transformations - Students of Sustainability 20150712](https://reader034.fdocuments.in/reader034/viewer/2022042820/55d11ac7bb61eb231e8b4580/html5/thumbnails/27.jpg)
Change – how?
Change thinking change behaviour
Change behaviour change
![Page 28: Using marketing for cultural transformations - Students of Sustainability 20150712](https://reader034.fdocuments.in/reader034/viewer/2022042820/55d11ac7bb61eb231e8b4580/html5/thumbnails/28.jpg)
Change actions change thinking
Behaviour
![Page 29: Using marketing for cultural transformations - Students of Sustainability 20150712](https://reader034.fdocuments.in/reader034/viewer/2022042820/55d11ac7bb61eb231e8b4580/html5/thumbnails/29.jpg)
Why focus on behaviour?
Action changes attitude
faster than
attitude changes action
![Page 30: Using marketing for cultural transformations - Students of Sustainability 20150712](https://reader034.fdocuments.in/reader034/viewer/2022042820/55d11ac7bb61eb231e8b4580/html5/thumbnails/30.jpg)
Asian Wisdom
Tell me, I forget.Show me, I remember.Involve me, I understand.
- ancient Chinese proverb
![Page 31: Using marketing for cultural transformations - Students of Sustainability 20150712](https://reader034.fdocuments.in/reader034/viewer/2022042820/55d11ac7bb61eb231e8b4580/html5/thumbnails/31.jpg)
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.
![Page 32: Using marketing for cultural transformations - Students of Sustainability 20150712](https://reader034.fdocuments.in/reader034/viewer/2022042820/55d11ac7bb61eb231e8b4580/html5/thumbnails/32.jpg)
5 One model5 One model
![Page 33: Using marketing for cultural transformations - Students of Sustainability 20150712](https://reader034.fdocuments.in/reader034/viewer/2022042820/55d11ac7bb61eb231e8b4580/html5/thumbnails/33.jpg)
Basic Sales Model‘Selling’ change
![Page 34: Using marketing for cultural transformations - Students of Sustainability 20150712](https://reader034.fdocuments.in/reader034/viewer/2022042820/55d11ac7bb61eb231e8b4580/html5/thumbnails/34.jpg)
‘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
![Page 35: Using marketing for cultural transformations - Students of Sustainability 20150712](https://reader034.fdocuments.in/reader034/viewer/2022042820/55d11ac7bb61eb231e8b4580/html5/thumbnails/35.jpg)
‘Selling’ change
Pain
Island
Boat
Pleasure
Island
![Page 36: Using marketing for cultural transformations - Students of Sustainability 20150712](https://reader034.fdocuments.in/reader034/viewer/2022042820/55d11ac7bb61eb231e8b4580/html5/thumbnails/36.jpg)
Language, Words, Stories, Images
1. About what?
2. To whom?
3. How?
![Page 37: Using marketing for cultural transformations - Students of Sustainability 20150712](https://reader034.fdocuments.in/reader034/viewer/2022042820/55d11ac7bb61eb231e8b4580/html5/thumbnails/37.jpg)
Pain Island
• Anthropocene• Anthropocentric thinking
![Page 38: Using marketing for cultural transformations - Students of Sustainability 20150712](https://reader034.fdocuments.in/reader034/viewer/2022042820/55d11ac7bb61eb231e8b4580/html5/thumbnails/38.jpg)
What are the dominant images, stories & words in our culture?
![Page 39: Using marketing for cultural transformations - Students of Sustainability 20150712](https://reader034.fdocuments.in/reader034/viewer/2022042820/55d11ac7bb61eb231e8b4580/html5/thumbnails/39.jpg)
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
![Page 40: Using marketing for cultural transformations - Students of Sustainability 20150712](https://reader034.fdocuments.in/reader034/viewer/2022042820/55d11ac7bb61eb231e8b4580/html5/thumbnails/40.jpg)
Pleasure Island
• Sustainocene• Ecocentric thinking
![Page 41: Using marketing for cultural transformations - Students of Sustainability 20150712](https://reader034.fdocuments.in/reader034/viewer/2022042820/55d11ac7bb61eb231e8b4580/html5/thumbnails/41.jpg)
What do we want to replace them with?
![Page 42: Using marketing for cultural transformations - Students of Sustainability 20150712](https://reader034.fdocuments.in/reader034/viewer/2022042820/55d11ac7bb61eb231e8b4580/html5/thumbnails/42.jpg)
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?
![Page 43: Using marketing for cultural transformations - Students of Sustainability 20150712](https://reader034.fdocuments.in/reader034/viewer/2022042820/55d11ac7bb61eb231e8b4580/html5/thumbnails/43.jpg)
![Page 44: Using marketing for cultural transformations - Students of Sustainability 20150712](https://reader034.fdocuments.in/reader034/viewer/2022042820/55d11ac7bb61eb231e8b4580/html5/thumbnails/44.jpg)
How do we replace them?
![Page 45: Using marketing for cultural transformations - Students of Sustainability 20150712](https://reader034.fdocuments.in/reader034/viewer/2022042820/55d11ac7bb61eb231e8b4580/html5/thumbnails/45.jpg)
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
![Page 46: Using marketing for cultural transformations - Students of Sustainability 20150712](https://reader034.fdocuments.in/reader034/viewer/2022042820/55d11ac7bb61eb231e8b4580/html5/thumbnails/46.jpg)
How do we replace them?
![Page 47: Using marketing for cultural transformations - Students of Sustainability 20150712](https://reader034.fdocuments.in/reader034/viewer/2022042820/55d11ac7bb61eb231e8b4580/html5/thumbnails/47.jpg)
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.
![Page 48: Using marketing for cultural transformations - Students of Sustainability 20150712](https://reader034.fdocuments.in/reader034/viewer/2022042820/55d11ac7bb61eb231e8b4580/html5/thumbnails/48.jpg)
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)