Marketing in the 21st Century (chapter 1) in Sustainability marketing: a global perspective.

Wiley. Frank-Martin, B., & Peattie, K. J. (2009)

Weeks 1-2 About

Chapter 1 ● 20c dominated by

○ Economic growth: necessary to generate wealth to address
poverty
○ Promethean view: physical problems linked to overuse of resource
and waste gen could be solved with science and tech
● UN World Commission “Our Common Future”
○ focused on challenges of Needs. Anthropocentrism -
human-oriented. Leads to eco crisis, overpop + extinction of other
species
○ Equity. Inequity between countries, regions, races, age groups and
sexes
● Intergenerationality. Balance between present needs and those of future
gen (7 gen view)
● 21th created challenges of poverty and health issues for 21c
● - Marketing changed little- 4 Ps thinking focuses inwards and onto
variables marketer can control (producer-oriented)
● Should balance between human social welfare and proftiability
○ Macromarketing (consequences on mrkt) on the rise
○ Marketing with whom it is done (shift from t"o marketing " to
"marketing with
○ Kotler’s emotions-led mrkt
● ForEVER mnemonic: future marketing should be eco oriented, viable,
ethical, rel-based

Marketing in practice

● Origins of fair trade from niche to massmarket. Gained popularity, such as

Divine Chocolate, by making consumer feel virtuous

Short History of the World

● Dominated by 2 paradigms:
 ○ Economic growth: necessary to generate wealth to address
poverty
○ Promethean view: physical problems linked to overuse of resource
and waste gen could be solved with science and tech

Key principles of sustainability (1987 UN World Commission), report “Our

Common Future”

● Needs. Anthropocentrism - human-oriented. Leads to eco crisis, overpop +

extinction of other species
● Equity. Inequity between countries, regions, races, age groups and sexes
● Intergenerationality. Balance between present needs and those of future
gen (7 gen view)
● Global environmentalism. Env as a holistic, dynamic and vulnerable
physical system with a finite ability to provide our production and consump
systems with resources
● Around 1990s. Humankind began to exceed the phys capacity of the
planet, reducing prod capacity of systems

3 Sustainability approaches (Hopwood et al)

● Status quo oriented: “soft” approaches, preserving patterns of econ

activity whilst seeking / appearing to promote pos change
● Reform oriented. Reforming existing approaches: International Union of
Conservation of Nature, orgs promoting alt dev practices
● Transformation oriented: approaches transforming socs into profound
sus, radical to pursue Club of Rome’s Limits to Growth and other. Eco
oriented soc + socially equitable

The evolution of marketing thought

● Word origin traced back 400 years, until 20th c related to activities that
brought buyers and sellers together, physical marketplace
● Modern marketing from 1950s, marketing beyond selling more products yo
understanding customers and their needs
● 1970s evolution of marketing mostly complete: philosophy said that
principle is meeting the needs and wants of the customer is what biz
should focus on
○ Mainstream marketing continue to be orientated towards doing
something to customers, instead of seeing customers as people
with whom something is done

Beyond modern marketing

● At the end of 70s and early 80s (still marketing to era), macromarkeiting
emerged
Macromarketing is:
 1) Study of mrkt systems

2) The impact and consequences of these systems on soc 3) impact of soc

on these systems

Considered systematically rels between mrkt systems and soc

Posmodern marketing

- Stephen Brown notices that most mrkt panaceas were proposed as

solutions to marketing ills
- He reviewed them and found 70 “new” marketing forms proposed between
1985-2005 which were applicable

Found that Mostly a focusing of mrkt efforts around segments, comms

approaches, company capabilities

Two groups stood out from the crowd:

1) First group based on shift away from the commercial transaction to rel
with cs
2) Second addressed lack of fit between mrkt and its eco-social reality

Marketing - a discipline in crisis (critique by Christian Gronroos)

- Marketing changed little

- 4 Ps thinking focuses inwards and onto variables marketer can control

(producer-oriented)

- Gronroos proposed that marketing has to shift away from doing smnth to cs to
seeing them as people with whom it is done (shift from t"o marketing " to
"marketing with"

What would a sus oriented mrkt vision be like?

forEVER mnemonic
● Eco oriented
● Viable (from tech and econ competitive perspective)
● Ethical
● Rel-based
Week 3
We are all in marketing, Ethan
Decker TED
Week 3
Feeling right about doing
right, Daniela Becker 2020
● We all grew up with marketing in our lives
● There isn’t much theoretical stuff
● Advertising iexemplified in animals, it is a message; snakes
advertise violence
● What matters most inlife is invisible; so we use visible to
grasp it
● We aren’t superficial creatures, we are symbolic ones
● E.g chicken friendly eggs; invisible is the animal friendly
message message, visible is the egg (looks the same)
Abstract
● Proposes that the experience of conflict between ethical
goals vs self-interest has an effect of future beh and
emotions
● When there is conflict, there are negative post-choice
emotions and choice satisfaction
● Conflict inc the likelihood of making the opp choice (moral
licensing and beh switching)
● Marketers should reduce conflict and make consumer sure
they made a right choice
 Intro
● Want to investigate how decisional conflict (conflict between
personal and ethical goals (plane or train) infl ethical
decision making, and what are ppl’s post choice emotions as
well as their future ethical beh after dec conflict

On ethics and self worth

● Moral licensing literature suggests that ppl who acted in line
with their ethical goals are more likely to act on line with self
interest. If self worth is high due to recent ethical action,
there is no need to act ethically again; if it is low (moral
cleansing), people are motivated to restore self worrht

● Hypothesise that pps will report more pride anf satisfaction,

less guilt and regret following an ethical consumer choice

Procedure
- Pps had to choose between ethical vs unethical product
- Survey asking pps to describe a perfect T shirt they would
buy
- Pps offered to buy in a scenario Fair Trade vs normal T shirt,
similar except one is fair trade, one is more expensive 25%
- After choice asked Qs about feelings
- Also offered a voucher (either eco store or unethical but pop
store) and looked at whether they made an ethical /
unethical choice

Findings

- ps who experienced high level of conflict during 1sdt choice

were more likely to have the opposite choice in real ethical
decision making situation (choosing a voucher)
- exp of conflict is assoc with neg emo
- - violating an ethical goal is more grave than violating one' s
self interest
- At average lvl of conflict people feel more positive (pride,
satisfaction) and less negative (guilt) about an ethical choice

Implications
- Ethical choices would need to become less conflicted -
easier to do (by making them more attractive)
- Rather than exp their choice as a loss ppl should think of it
as a gain
 - People have to be reminded about their ethical goals
after an ethical choice
- Rel between conflict and emotion stronger for unethical
choice
- Guilt and pride (for good decision) inc consumer
effectiveness and stronger intentions in the future

Tutorial Audience targeting:

reading: ● Consumer research in ages 25-35 believing in stout choice (poss seen as main
Heineken consumers) +
Ireland non-consumers seening as heavy
Island’s Edge was aimed at 18-35 year-olds who did not traditionally drink stout -
too young

Plus ad could have been more flashy

● Identifying a market gap through collab between bartenders, pub owners +

stout fans
● Looking at “Lighter tasting or more refreshing”
Sales stopped
Changed campaign from refreshment to “Its better, not bitter”

Week 4 Abstract

The role of
fashionabilit
y in History of second hand
second-hand
shopping
motivations ● Сhanges in 2nd hand consumption and fashionability as a motivator
● Divides into four segments, finding that 83% of second hand shoppers are driven
Carla by fashion when shopping second hand
Ferraro, ● Emergence and expansion (18th c), decline and stigmatisation (20th), and
Sean Sands renewd pop after 2000s
n , Jan ● Attributes to changes in psychographic + trends: sustainability values, fashion
Brace-Govan ● Fashion brands such as Bergdorf Goodman host a flea market with its vintage
, 2015 collections
● 15 bill market worth in US
Consumption theory

● Sees objects as a medium for cultural meaning and messages in soc

● In line with McGuire’s motivation theory 2nd hand consumption is linked to individ
gratification and satisfaction
● 3 key motivators: economic, recreational, critical (ethical). They also expl
fashionability
● Symbolic forms of consumption and identity construction through consumption:
distancing yourself from some things and aligning yourself with others
● Consumers actively construct and express identity and meaning
● Motivations can be critical, economic, recreational, and fashion

1. Critical motivation
● Customers disassociated from mainstream market, distance from the system,
ethics and ecology
○ Rebellion against throwaway soc
○ Anti-corporate

2. Economic

● Price sensitivity and price consciousness

3. Recreational motivations

● Visual stimulation and excitement, treasure hunting, authenticity, social int,

nostalgic pleasure
● Hope of finding something meaningful and a marker of identity
● Socialisation and community

4. Fashion motivations

● Need for authenticity and vintage originality

● Unique fashion style
 Findings

● Found that these segments comprise 83% of second hand shoppers (minus
disengaged) showing fashion as imp motivator
● New gen of shoppers that merge value seeking, fashion, and avoidance of
classic marlet systems by buying 2nd hand
○ Identity investments through building socialand cultural capital through
fashion especially true for fashion hunting influencers

Week 4 The mirror vs mold debate

Gender Mirror
stereotypes
in
advertising: ● Rise of feminism in 60s
a review of ● Mirror view suggests that advertising is a magnified lens of the values that
current already exist and are dominant
research ○ Impact of marketing not signif
Mold
Stacy
Landreth ● Advertising is a reflection of the soc and its prevailing values
Grau and ● People’s perception of social reality is shaped by the media
Yorgos C. ● According to mold view advertising campaigns create gender identity, based on
Zotos, 2016 their images, the stereotypes iconography of masculinity and femininity

Women in advert

- Young, household, dependent roles

- Male stereotypes in humorous ads, women in less humorous
- Progress in typically conservative socs, e.g Japan
- In 2008 a EU resolution adopted on how mrkt ad affects gender eq

Role of intervention in Europe

- Regulations across EU countries

- Literacy programs and awards for positive advertising more effective than
regulations
 Changing male portrayal

- Dove cares campaign, men interact with children - well received

- Most of the adverts in magazine Good Housekeeping did little to challenge trad
models of paternal masculinity
- But males are often not the target audience for these ads, so they might not see
themselves in more egalitarian roles
- Non stereotypical gender role repres perceieved by cons in a positive light

Other trends

- Increased LGBTQ+ role, same sex couples, “gay window advert” - invisible to
hetero, but seen as gay by LGBTQ
- Femvertising - empowered women, celebration of women than objectification
- 91% say that how women are portrayed in ads has a direct impact on girls self
esteem
- Authenticity is key

Week 5 Authentic brand activism: when brands match activist messaging, purpose, and

Brands values with prosocial corporate practice (unlike Gilette’s toxic masculinity campaign
Taking a + pink tax on their “women” razor blades)
Stand:
Authentic Important components:
Brand ● Purpose
Activism or ● Value
Woke ● Messaging
Washing? ● practice

Jessica
Vredenburg,
Sommer
Kapitan,
Amanda
Spry, and
Joya A.
Kemper

● Its important that ads be supported by actions and practice (nike and bln, gilette
and toxic masculinity)
 ○ Expressed in transparency about brand practice and values
● Brand activism is scrutinised
● 65% of cs want companies to take a stand on social issues

Method

Built a theory-based typology of how:

1) Brands adopt activist marketing messages
2) Brand employ prosocial corporate practices

Woke washing: brands that have unclear or indeterminate records of social cause
practices but are attempting to market themselves are being concerned with issues of
inequality and social injustice

When brand activism combined message, values, purpose and practice (authentic brand
activism) consumers more likely perceive a brand’s position

Absence of brand activism

● Mostly b2b companies are marketing not consumer driven

● They need to acknowledge changing social norms as a supplier of
consumer-facing brands
● Cs are tolerant as long as brands are transparent
Silent brand activism

● Small brands with less brand power

● B corps whose products inherently lead to a better world
● Kraft making a “Kraft Now, Pay Later” initiative purpose-driven, not very
advertised - advertising makes message stronger, so is good

Authentic brand activism

● Ben and Jerrys, Patagonia

● Credible brand signal → brand is willing to deliver on sociopolitical issues →
lowers cs info costs and risk with brand choice → increases consumer-expected
utility → cs see brand deliver value
● Being seen as ethical brands contributes to cs knowledge structure and
consumer-based brand equity
○ Ben and Jerrys Pecan Resist =authentic
○ Chick Fille A advocating for anti gay marriage and being closed on
Sundays ties with their Christian pro-social attitude = authentic

Inauthentic brand activism

● Embrace activist marketing but lack substantive prosocial corp practices /

hide them
● Has negative brand equity implications via unfavourable brand assoc
and false signalling
○ Pepsi’s BLM Kendal Jenner ad
○ Paddy Power promotes LGBTQ coming in footbal by having a
ghostly “gay footballers” club and donates money to Attitude
Foundation when anti-gay Russia wins, message comes across as
woke washing, not values driven
■ Not very aligned to Paddy’s betting nature
■ Pressured ppl to come out

● There should be congruence between brand purpose and activism

Policy implications of brand activism

● Brand focus on matters of public interest effectively privatises the framing of

social problems (e.g government has less influence on how social problems are
framed)
○ Social empowerment in a way, gov propaganda less influential
Authentic brand activists should
● avoid misleading and irrelevant claims
● Avoid making broad and unqualified general claims, e.g “we promote wellbeing”,
“socially conscious brand”
● Use clear, prominent, specific lang
● Trust in authenticity is fundamental to social activism
● Higher standards of marketing practice
● Pressure on brands to walk the talk as they continue to innovate ways to engage
scattered audience
Week 6 From social media diet to public riot? Engagement with “greenfluencers”
and young social media users' environmental activism
From social
media diet
to public
riot? SMIs = influencers and those who can inspire political
Engagement activism in the form of environmental action. Users might
with establish complex parasocial rels with them
“greenfluenc
ers” and
young social
media users' ● Users tend to develop parasocial (strong emotional ties) rels wth influencers,
environment even though those are one-way
al activism ● Use of SM are assoc with increased environmental activism in adolescents and
young adults
● Arab Spring is an example where activism was taken from a digital to the analog
world

Hypothesis

✅ Confirmed,
1) Engagement with greenfluencers on SM relates to env acticism
both low & high effort activism

✅ Confirmed
2) Engagement with greenfluencers leads to parasocial rel (PSR)

3) A parasocial rel with green influencers positively relates to env activism in

✅ Confirmed
adolescents and ya

4) For adolescents and ya with high enc kn, engagement with greenfluencers is

❌✅ assoc with env activism

Partially supported. Pos rel betwee engagement and reenfluencers and activism
was not moderated by env kn, but there was a moderating effect of env kn of high effort
env activism

Rel between PSR and high effort activism is strongest in sample with lower lvls of env kn
Method

● 865 survey recruited pps, 50% with high school degree, 13% with uni

Discussion

● Engagement with greenfluencers assoc with higher levels of low and high effort
env activism
● Env knowledge affects low and high effort env activism in diff ways (reinforces a
potentially persuasive argument)
○ Connections to greenfluencers are enough for little activism - no need for
env kn. These users rel more strongly on rel with the greenfluencer
● There are two routes of info processing for those with little env kn:
○ Systematic - engagement
○ Heuristic - engagement + PSR

● Results suggest that topical knowledge can shape high environmental activism in
young individuals. This is based on HSM - heuristic processing model (below)
Based on expertise and argument quality, which reinforce each other, attitude
(degree of env activism) changes

Conclusion

● Engaging with greenfluencers on SNS and establishing a PSR with them may be
a means for spreading awareness about sustainability and a possible gateway to
env activism for those who haven’t been interested very much in it
​Knupfer,
H.,
Neureiter,
A., &
Matthes,
J. (2023).
From
social
media
diet to
public
riot?
Engagem
ent with
“greenflu
encers”
and
young
social
media
users'
environm
ental
activism.
Computer
s in
Human
Behavior,
139,
107527.
https://doi
.org/10.10
16/j.chb.2
022.10752
7
Wellman, M. L. Black Squares for Black Lives and performative allyship
(2022). Black
squares for
Performative allyship: refers to someone from a
Black lives?
nonmarginalised group professing support and solidarity
with a marginalised group, but not in a helpful way
Performative
allyship as ● Performative allies are driven b the need for
credibility
validation and acceptance, and may intellectually
maintenance
understand the issues at hand, yet not sacrifice their
social or econ capital to challenge the systems they
for social
benefit from
media
Hashtag activism: officers when a would be ally / wellness
influencers on
creator changes her social profile to support BLM but
Instagram.
doesn’t speak up when the people she knows are affected /
Social Media+
doesn't advocate for the cause.
Society, 8(1),
● Empty activism
205630512210
80473.
https://doi.org
/10.1177/20563 ● During 2020 protests millions of users posted black squares, for the BLM
051221080473 movement. This pushed down valuable info on the BLM movement for protestors
and images of police violence.
● This is called performative allyship.
○ True allyship requires constant vigilance and self-reflection of both overt
and covert forms of privilege
○ Performative allyship rarely results in a concrete change, and performative
allies do not participate in the self reflection of the privilege. Can lead to
white saviour / white knight position in men
● Sharing Black Squares then is a form of support and white guilt mitigation

Social Media Influencers and Credibility Maintenance

Source credibility theory relates to how we believe in

credibility based on perceived trustworthiness,
attractiveness and expertise (many relate experience to
expertise). Manifests in celebrity ad sharing, celeb
endorsement deals.

● Competence in the source credibility model can be changed for experience.

Welness creators (influencers) with little BLM experience had to decide in 2020
how to address these topics on ig and reflect on their action
● Study questions their self-reflections and how these influencers were called in to
do more form their racially privileged position (to maintain their credibility)
Method

● In-depth Interviews with 20 US based women who are wellness influencers, 8

black, 7 white, others - other races
● Published exercise, nutrition, mental, lgbtqia+, emotonal, sexual and spiritual
welness
● Were asked how they felt about BLM black squares, feelings on the movement,
experiences online during that day, and connections that may/may not exist
between racism, allyship, and welness industry on ig

Findings: different opinions

● For many white creators this was the first time they participated in race activism,
q by followers
● Many felt that white ignorance of years of injustice to Black comm showed lack of
allyship in practice
● Welness industry not inclusive, brands collab with white women, white influencer
networking
● White privilege gained popularity as a topic of discussion for white people
● Wellness is political vs ig is for enterainment debate. Being political or not?
Stereotype of wellness as white upper class women with free time vs spend
money on wellness trends (pilates moms). Black women = not assoc with
wellness
○ Political issue affects the definition and stereotypes within individuals →
definition of wellness itself → industry shake

Performative acts on a performative platform

Examples
● Reposting other creators (not “actually” doing work and activism) - performative
expertise
● Adjusting posts to match aesthetics - no info value - performative expertise
● Greenwashing but in a racial world. Black infl ignored, undervalued, underpaid
 ● Instagram encouraged performativity for success. Need for a genuine care for
black wellbeing as core
● Instagram started to inc visibility of black influencers

Discussion

● Need for genune credibility to be present for perfomative allyship to become just
an allyship.
● Credibility implies expertise, attractiveness, aesethetics, trustworthiness.
● Influencers show expertise through the circulation of historical info, news articles,
resources for others.
● Transparency = sharing feelings of unsureness about appropriate way to talk
about BLM
● Performative allyship on a performative platform - little changed in the wellness
industry

Advertising About: Takes a very critical stance on advertising, and how it uses branding to lie by
and the Art of
creating “subjective benefits” and source effects. Blames marketing for praising
Organised
Lying materialism and hyperconsumption. Marketing turns us into hyperconsumers
(Chapter 2) in
in
The Truth About Advertising
Hyperconsum
ption:
Corporate ● Orson Welles broadcast his War of the Worlds 1938 radio production (science
Marketing Vs. fictions story) making Americans believe that this science fiction story was true
the Planet. and that the men from Mars were invading Earth and marching on New York.
Hastings, G. Caused public anxiety and even deaths in street panic
(2022). ○ Regulation adopted afterwards
Routledge.

● Real audiences are not as nearly gullible or passive, mass persuasion is not easy
 ● We choose what to attend to to avoid drowning in ads (insecure teen = sexy
cigarette ad)
● First successful advertiser job is to get to know us very well

Tirelessly studying us

● US pop in late 30s was both trusting and vulanerale (radio = new, WW2 building
up) and Welles new about all these factors
● Advertisers gain insight into cons psychology to become better at selling stuff -
Danone is on its 3rd gen of mothers, lots of historical kn
● Marketers focus a lot on sensual part and how ads make us feel
● Roser Reeves, a leading advertisemen showed his students 2 identical coins and
said that their job is to make one more desirable than the other
● Gold plating: manipulating cons so that the minor diffs become exaggerated. If
there is no product differentiation, it has to be fabricated

“If it is not possible the the subjective benefits must be created through service and
promo” --> Subjective benefits = lying

Cowboys and Weasel Words

● Advertising agencies and not public healthcomm are the ones responsible for
research

Strategy for Malboro shows manipulaton:

1. Advertising proposition to engage aspirations and fantasies: escape to
Malboro Country
2. Use of creative elements supporting proposition - emotions values, facts conjure
up Malboro’s values of invdivituality and freedom

Marketing comms

● Meaning using every single possible channel to get the message across
● Sponsorships are useful as they are subliminal and indirect way of marketing
● Sponsorships use source effects by making messages credible bc they come
from a credible source

The more subtle and indirect the lie is, the more powerful it becomes

Olympian Lying

● Coke is the Olympics sponsor for over 30 years despite being the leading
producer of sugary sodas that drives obesity pandemic
 ● IOC despite having health values collabs with Coke

Branding: The Crack Cocaine of Organised Lying

● Brand equity has been shown to link directly to shareholder value

● Value of big tech brands (FB, Apple etc) is 750 bil $ and exceeds the GDP of all
except 20 of worlds countries

Advertising works

● Reverse source effect: you ask a Q and answer depends on who you are
● Advertising may not work as effects on brand choice may not be distinguished
from product choice, wrong audience exposure, brand and product are one
● Advertising inc demand

Michael and Morag case

● No ad research
● High customer kn, authentic
● Corporations are trying to fake it

His point is that actions are imp, but i think that actions are “expensive” so faking
might be cheaper

100 years of mind control

● How much pollution did the “view from the car window” cause? Waste of money
of dramatised potential
● Adveritsers are the keepers of dangerous and highly profitable secret - knowing
how to promote a sense of universal neediness to set up wanting without end
● An economic system built on myth of perpetual growth has t have a supply
of hungry cons
 Abstract:
Kotler, P.
(2022). The Commercial marketing: to sell products that satisfy cs needs without judging the
battle between rightfulness of those needs. Earth’s resources are unlimited
commercial Social marketing: to modify or change cs needs when they are harmful to the person,
others or society. To preserve the planet, Degrowth goal
marketing and
social The rise of social marketing
marketing.
Social Social marketing is an attack on commercial marketing. They are frequent in local, state,
Marketing national and international situations (eat healthy campaigns)
Quarterly,
28(4), 325-331. Coronavirus
https://doi.org - Getting to wear masks, social distance, vaccines
/10.1177/15245 - Incurred commercial loss to industry (restaurants, theatres, airports)
004221136334 - Social marketing made some progress but had to recognise their limited (by
budget) power to persuade anti-maskers to change opposition. Social
significance of marketing - reduced deaths and hospital cases

Sustainability enters picture

- Climate crisis is a continuing sharp problem

- Companies urged to add sus as a 2nd goal in profit planning
- Should aim to adopt net zero carbon production from a make sell dispose (linear
business) to a conserve-reuse-recycle (circular business)
- Must pay a carbon price for the carbon emissions and buy carbon offsets
- Companies see this is leading to higher profits in the long run, as their cs (esp
millennials and centennials) will judge them favourably for sustainability
investments

Top 3 beaviours from Al Gore’s “An inconvenient truth” are

1. Change a light
2. Drive less
3. Recycle more

Should social marketing get cs to curtail consumption?

● Inc urbanisation and pol + econ power corps create new health threats and imprv
for global health improvements
● Growth of consump as a leading cause of mortality and morbidity
● Cities in advanced countries are also sites for dev alt to unhealthy corp
practices
○ Ppl in cities in adv countries account for a big amount of consumption -
“throaway culture”
○ The goal is to get adv countries ppl to lower consumption and lead
simpler lives “less is more”
Alternatives to nonstop capitalism

1) Degrowth. Half of young americans doesn’t support American capitalism.

Wellbeing measures

Jason hickel in Less is More promoted these five measures:

1. Cut Planned Obsolescence

Items designed to be worn out quickly

2. Cut advertising
Uses psychological data to manipulate into purchase

3. Shift from ownership to usership

● Uber, Airbnb

4. End food waste

50% of food produced is destroyed before i reaches cs, poor transport + storage

5. Scale down eco destructive industries

Replace unrenewable with renewable. Scale down of beef, arms, private jet

Back to Commercial vs Social

This battle is a healthy battle as it produces better outcomes for humanity

Excesses of commercial marketing require social marketing to correct them

Social marketing uses 4Ps to “demarket” bad practices

Grald Hastings, a social marketer, writes that social marketing understands commercial
and social sectors, providing realistic critiques of marketing and identifying
intelligent solutions
 Questions to be ans

1) In curbing consumption, will the econ produce enough jobs? We may

produce more electric cars vs less gas driven, shortened work week
2) Reduced consump viewed by ppl as a sacrifice or better lifestyle? Nature
can be changed. People are socialised into ew lifestyles as econ conditions
change
3) Does capitalism need to be replaced by another system? No, capitalism
doesn't need to be changed - Nordic Capitalism as producing healthy, educaed
and happy people. Less stress in soc

About:
Borden, D. S.,
& Suggs, L. S. ● Past soc mrlt campaigns report humour as an effective strategy
(2019). ● Social marketing campaigns apply humour in more unique ways
Strategically ● Using humor is minimising competing behaviour, endearing an audience to
the messenger, and reducing tensions around a contentious issue
leveraging
humor in
social Intro + Results
marketing
campaigns. ● Researches more or less agreed on social marketing campaign criteria: 1)
Social defining beh goals 2) segmenting the audience 3) using a marketing mix 4)
Marketing importance of the exchange 5) balance between competing factors for behaviour
Quarterly,
● Commonly marketing campaigns promotes desires beh, norms, social diffusion
(behs adopted bc friends/celebs did them), gs, convenience,
25(3), 193-208.
incentives/disincentives
https://doi.org ● Marketing underresearched
/10.1177/15245
00419854068
Proposes 3 hypotheses:
1) Past social marketing campaigns will report humour as an effective strategy
Hypothesis supported
2) Humour will be applied similarly across campaigns with similar targeted behs
Hypothesis not supported - campaigns apply humour in a diversity of ways
3) Social marketing campaigns will have unique applications of humour than
conventional
Hypothesis supported
Method

● Selected 15 campaigns based on strict criteria above

● Thematic analysis

Wasting water is weird (USA)

● Released ringtones and a website, targeted short videos and SM content, in

which a character called RIP approached water-wasters in a humorous way
○ Marketers believed humour will increase recall and sharing
○ Facilitated exchange
● Campaign showed how humour can accompany and compliment existing
marketing strategies (use of norms, e.g minimise competing beh water waste =
“weird”, sound of running water = bad), to achieve campaign goals
● Social marketing aims to incorporate balance between competing factors for
behaviour and minimising competing beh
 Use only what you need

● Campaign prompting Denver lawn owners to water lawns less

● Campaign delivered 21% water reduction in the 1st year
● Humour reduces mistrust
● Fights social stigma and norm of wealth (green grass = a lot of money) replaced
by norm of efficiency
Drop-a-Brick

● Campaign to sell plastic “bricks” to place in the top of the toilet, reducing the
among of water in the flushing

Discussion

● These marketing novel applications were minimising competing behaviour,

endearing an audience to the messenger, and reducing tensions around a
contentious issue
● Social marketing differs from class. For social, the competing behaviour =
harmful beh (unprotected sex), but for classic competing beh = purchasing from a
competitor
● Using simple humour increases longevity of the ad
● Trade-offs; using humour can offend other category (offend teen’s parents, teens
= TA), but can be beneficial

Conclusion

● humour has 8 similar uses to classical marketing and 3 distinct: minimising the
competing beh, endearing an audience to the messenger, reducing
tensions around a contentious issue