This presentation was given by Kelly Evans at the 2nd World Social Marketing Conference in Brighton, UK

1. Kelly
Evans
BA
(Hons),
AMRS,
MCIM
Chartered
Marketer
Why social marketers must accept
that we cannot change everyone…
…and what to do instead

2. A social
marketing
journey

3. I
know
I
should
KNOWLEDGE
I
want
to
DESIRE
I
can
SKILLS
It’s
worthwhile
OPTIMISIM
It’s
easy
FACILITATION
I’m
joining
in
STIMULATION
Well
done
REINFORCEMENT
7
STAGES
OF
BEHAVIOUR
CHANGE
ROBINSON
(1998)

4. I
didn’t
know
IGNORANCE
I
don’t
want
to
REJECTION
I
Can’t
INABILITY
It
won’t
work
PESSIMISM
It’s
too
hard
COMPLICATION
I
couldn’t
be
bothered
APATHY
I’ll
get
back
at
them
UNDERMINE
7
STAGES
OF
BEHAVIOURAL
INERTIA

5. 10
REASONS
WHY
WE
RESIST
CHANGE
• THE
RISK
OF
CHANGE
IS
SEEN
AS
GREATER
THAN
THE
RISK
OF
STANDING
STILL
• PEOPLE
FEEL
CONNECTED
TO
OTHER
PEOPLE
WHO
ARE
IDENTIFIED
WITH
THE
OLD
WAY
• PEOPLE
HAVE
NO
ROLE
MODELS
FOR
THE
NEW
ACTIVITY
• PEOPLE
FEAR
THEY
LACK
THE
COMPETENCE
TO
CHANGE
• PEOPLE
FEEL
OVERLOADED
AND
OVERWHELMED
• PEOPLE
HAVE
A
HEALTHY
SKEPTICISM
AND
WANT
TO
BE
SURE
NEW
IDEAS
ARE
SOUND
• PEOPLE
FEAR
HIDDEN
AGENDAS
AMONG
WOULD-­‐BE
REFORMERS
• PEOPLE
FEEL
THE
PROPOSED
CHANGE
THREATENS
THEIR
NOTIONS
OF
THEMSELVES
• PEOPLE
ANTICIPATE
A
LOSS
OF
STATUS
OR
QUALITY
OF
LIFE
• PEOPLE
GENUINELY
BELIEVE
THAT
THE
PROPOSED
CHANGE
IS
A
BAD
IDEA
A.
J.
Schuler,
Psy.
D
(2003)

6. MY
OWN
RESEARCH
• SOME
PEOPLE
JUST
DON’T
WANT
TO
CHANGE
• MANY
DON’T
FEEL
COURAGEOUS
ENOUGH
• THE
ENVIRONMENT
IS
HOLDING
THEM
BACK
• THEY
FEEL
LIKE
GIVING
UP
-­‐
SEVERAL
ATTEMPTS
• THEY
DON’T
FEEL
ENOUGH
PAIN
YET
• THEY
DON’T
KNOW
HOW
TO
PRACTICALLY
MAKE
THE
CHANGE

7. THE
ANSWER:
STEALTH
I
didn’t
know
IGNORANCE
I
don’t
want
to
REJECTION
I
Can’t
INABILITY
It
won’t
work
PESSIMISM
It’s
too
hard
COMPLICATION
I
couldn’t
be
bothered
APATHY
I’ll
get
back
at
them
UNDERMINE

8. KEY
SUCCESS
FACTORS
FOR
A
STEALTH
APPROACH
TO
BEHAVIOUR
CHANGE
• NOT
OBVIOUS
• IS
DECREET/
COVERT
• REPRESENTS
THE
‘SAME’/
FAMILIARITY
• DETECTION
IS
DIFFICULT
• REQUIRES
NO
EFFORT
EVANS,
K
(2011)
IDEAS
KEY
SUCCESS
FACTORS:
STEALTH
APPROACH

9. EXAMPLE:
HEALTH
BY
STEALTH
• PROBLEM:
1
IN
6
MEALS
ARE
EATEN
OUTSIDE
OF
THE
HOME.
MANY
FOODS
ARE
HIGH
IN
SATURATED
FAT,
SALT
AND
CALORIES
(ESPECIALLY
TAKEAWAYS)

10. SEGMENTATION
DIFFERENT
STRATEGIES

11. Change
the
behaviour
of
those
who
supply
the
food
rather
than
the
consumers
who
buy
it.
STEALTH
APPROACH
FOR
FOOD
HEDONISTS

12. Consumer
taste
tests
showed
that
most
people
couldn’t
tell
the
difference.
Those
who
blind
tasted
the
two
dishes
preferred
the
reformulated
dishes.
REFORMULATION

13.  NOT
OBVIOUS
 IS
DECREET/
COVERT
 REPRESENTS
THE
‘SAME’/
FAMILIARITY
 DETECTION
IS
DIFFICULT
 REQUIRES
NO
EFFORT
KEY
SUCCESS
FACTORS

14. Thank
You!
Sign
up
to
our
‘communicate
only
what
maders’
newsleder
for
great
change
ideas
www.social-­‐change.co.uk
EMAIL:
Kellyevans@social-­‐change.co.uk
CALL:
+44
(0)1522
837250