The Social Marketing Approach

THE SOCIAL MARKETING APPROACH

by Antonio C. Antonio

September 28, 2014

There are several approaches that could be used in popularizing environmentalism.  One of them is “social Marketing”.  “The term social marketing was first introduced in 1971 to refer to the use of marketing principles and techniques to promote a social cause, idea or behaviour.” (Kotler and Zaltman, 1971)  The most common belief is that social marketing is nothing more than advertising although it has taken the following meaning: “A social-change management technology involving the design, implementation, and control of programs aimed at increasing the acceptability of a social idea or practice in one or more groups of target adopters.” (Kotler and Roberto, 1989)

The accepted concept of social marketing is aimed towards people who are expected to adopt the ideas or practices being promoted.  “Target adopters” are people who can accept certain ideas or practices for whatever reason so long as they are perceived to be capable of assimilating and embracing them.  For example:  Some people may practice having their motor vehicles periodically serviced to improve fuel consumption while others do it to reduce their car’s carbon emission.  Whatever the case may be, these people remain to be target adopters even if they do not share the same reasons for having their vehicles periodically serviced.

As opposed to advertising which intends to sell products or services, social marketing intends to sell social products, such as:

1. An IDEA – These are beliefs, attitudes and values of people.  A belief is something largely accepted to be true;  An attitude is a defensive mechanism to protect an individual want or need; and, Values is something people uphold to protect something like human dignity.
2. A PRACTICE – This refers to generally accepted ways by which people conduct themselves such as solid waste management practices, waste segregation, forest conservation, etc.
3. A TANGIBLE OBJECT – A tangible social product such as a set of trash bins for biodegradable, non-biodegradable and plastic waste materials; with the aim of getting people to adopt this idea and practice.

The ultimate goal of social marketing is to change the behavioural patterns of people by way of promoting an idea and a practice; and providing the necessary tools to promoting environmentalism.  This is the social marketing approach.

Just my little thoughts…

REFERENCE:  “Environmental Advocacy” Felix Librero and Frances M. Canonizado, UPOU

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