Social marketing is an approach used to develop activities aimed at changing or maintaining people’s behaviour for the benefit of individuals and society as a whole.
Combining ideas from commercial marketing and the social sciences, social marketing is a proven tool for influencing behaviour in a sustainable and cost-effective way.
It helps you to decide:
Social marketing is not the same as social media marketing. Find out more.
Social marketing is a systematic and planned process. It follows six steps
The goal of social marketing is always to change or maintain how people behave – not what they think or how aware they are about an issue. If your goal is only to increase awareness or knowledge, or change attitudes, you are not doing social marketing.
This is the value – perceived or actual – as it is defined by the people who are targeted by a social marketing intervention. It is not what is assumed to benefit them by the organisation that is trying to encourage the behaviour change.
Even if you don’t take social marketing any further, just considering these four questions will add value to your projects and policies.
How social marketing helps
Policy: social marketing helps to ensure policy is based on an understanding of people’s lives, making policy goals realistic and achievable. Policy example: water rationing in Jordan
Strategy: social marketing enables you to target your resources cost-effectively, and select interventions that have the best impact over time. Strategy example: lung disease strategy in England
Implementation and delivery: social marketing enables you to develop products, services and communications that fit people’s needs and motivations. Delivery example: child car seats in Texas
• Read about the key features of successful behaviour change projects
• Visit our Social Marketing Planning Guide