Social Marketing to Protect the Environment

For over two decades Dr. McKenzie-Mohr has been working to incorporate scientific knowledge on behavior change into the design and delivery of community programs. He is the founder of community-based social marketing, and his best-selling book, “Fostering Sustainable Behavior: An Introduction to Community-Based Social Marketing,” has become requisite reading for those who deliver programs to promote sustainable behavior. Dr. McKenzie-Mohr is also the author of the Fostering Sustainable Behavior website and digest. The digest links together over 7000 environmental program planners globally. Dr. McKenzie-Mohr has worked internationally with a diverse array of governmental and non-governmental agencies, assisting them in identifying the barriers to behavior change and in developing and evaluating community-based social marketing initiatives to overcome these barriers. Dr. McKenzie-Mohr has served as an advisor for Canada’s public education efforts on climate change, as the coordinator of the international organization, “Holis: The Society for a Sustainable Future,” and as a member of Canada’s National Round Table on the Environment and the Economy. He has been awarded the Canadian Psychological Association’s “Psychologists for Social Responsibility Research and Social Action Award,” and the “Society for the Psychological Study of Social Issues Public Advocacy Fellowship.” He is a former Professor of Psychology at St. Thomas University in New Brunswick, Canada where he co-coordinated the Environment and Society program. Nancy R. Lee, is president of Social Marketing Services, Inc., in Seattle, Washington, a strategic advisor for social marketing campaigns at C+C in Seattle, an affiliate instructor at the University of Washington, where she teaches social marketing. With more than 35 years of practical marketing experience in the public and private sectors, Ms. Lee has held numerous corporate marketing positions, including vice president and director of marketing for Washington State’s second-largest bank and director of marketing for the region’s Children’s Hospital and Medical Center.Ms. Lee has participated in the development of more than 250 social marketing campaign strategies for public sector agencies, and consulted with more than 100 nonprofit organizations . Clients in the public sector include the Centers for Disease Control and Prevention (CDC), Environmental Protection Agency (EPA), Washington State Department of Health, Office of Crime Victims Advocacy, County Health and Transportation Departments, Department of Ecology, Department of Fisheries and Wildlife, Washington Traffic Safety Commission, City of Seattle, and Office of Superintendent of Public Instruction. Campaigns developed for these clients targeted issues listed below:·       Health: COVID-19, opioid overdose, teen pregnancy prevention, HIV/AIDS prevention, nutrition education, sexual assault, diabetes prevention, adult physical activity, tobacco control, arthritis diagnosis and treatment, immunizations, dental hygiene, senior wellness, and eating disorder awareness·       Safety: texting and driving, drowning prevention, senior fall prevention, underage drinking and driving, youth suicide prevention, binge drinking, pedestrian safety, and safe gun storage·       Environment: natural gardening, preservation of fish and wildlife habitats, grass fires, recycling, trip reduction, water quality, and water and power conservationShe has conducted social marketing workshops around the world (Uganda, Jordan, South Africa, Ghana, Ireland, Scotland, Australia, Singapore, Canada, Indonesia, India, Bangladesh, Venezuela, Japan, Haiti) for more than 4,000 public sector employees involved in developing behavior change campaigns in the areas of health, safety, the environment, and financial well-being. She has been a keynote speaker on social marketing at conferences for public health, improved water quality, energy conservation, family planning, nutrition, recycling, teen pregnancy prevention, influencing financial behaviors, wildfire prevention, litter control, and foodwaste reduction.Ms. Lee has coauthored eleven other books with Philip Kotler: Social Marketing: Improving the Quality of Life (2002); Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause (2005); Marketing in the Public Sector: A Roadmap for Improved Performance (2006); Social Marketing: Influencing Behaviors for Good (2008 and 2011); Social Marketing: Changing Behaviors for Good (2016); GOOD WORKS! Marketing and Corporate Initiatives That Build a Better World... And the Bottom Line (2012); Up and Out of Poverty: The Social Marketing Solution (2009); Social Marketing in Public Health (2010); Social Marketing to Protect the Environment (2011); Success in Social Marketing: 100 Case Studies From Around the Globe (2022). She also authored a book Policymaking for Citizen Behavior Change: A Social Marketing Approach (2017) andhas contributed articles to the Stanford Social Innovation Review, Social Marketing Quarterly, Journal of Social Marketing, and The Public Manager. (See more on Nancy Lee at www.socialmarketingservice.com.)Wesley Schultz is Professor of Psychology at California State University, San Marcos. His expertise is in social psychology, environmental psychology, and statistics. His work in these areas has focused particularly on social influence, and effective strategies for promoting conservation behavior. He has published extensively in these areas, with recent books on the Psychology of Sustainable Development (Kluwer, 2002), Attitudes and Opinions (Erlbaum, 2005), and Social Psychology: An Applied Perspective (Prentice-Hall, 2000). Over the past 10 years, he has published more than 40 book chapters and peer-reviewed articles, and given hundreds of professional and invited presentations around the world. In addition to his academic research and teaching, Professor Schultz maintains an active schedule of training and consulting with organizations interested in developing and implementing principles of social marketing. He has worked on projects for a variety of organizations, including the Environmental Protection Agency, National Institute of General Medical Science, National Institute of Justice, Keep America Beautiful, California Integrated Waste Management Board, and Opower. His work has been featured in Business Week, the NY Times, BBC International, National Public Radio, Time Magazine, and numerous other media outlets. Philip Kotler, is the S. C. Johnson & Son Distin­guished Professor of International Marketing emeritus at the Kellogg School of Management, Northwestern University, Evanston, Illinois. Kellogg was twice voted Best Business School in Business Week’s survey of U.S. business schools. It is also rated Best Business School for the Teaching of Marketing. Professor Kotler has significantly contributed to Kellogg’s success through his many years of research and teaching there.He received his master’s degree at the University of Chicago and his Ph.D. degree at MIT, both in economics. He did postdoctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago.Professor Kotler is the author or co-author of  90 books including Marketing Management, the most widely used marketing book in graduate business schools worldwide; Principles of Marketing; Marketing Models; Strategic Marketing for Non-Profit Organizations; The New Competition; High Visibility; Social Marketing; Marketing Places; Marketing for Congregations; Marketing for Hospitality and Tourism; The Marketing of Nations; Marketing 3.0; Good Works; Market Your Way to Growth; Winning Global Markets; Kotler on Marketing; Confronting Capitalism; Democracy in Decline: and Advancing the Common Good. He has published over 170 articles in leading journals, several of which have received best-article awards.Professor Kotler was the first recipient of the Distinguished Marketing Educator Award (1985) given by the American Marketing Association (AMA). The European Association of Marketing Consultants and Sales Trainers awarded him their prize for Marketing Excellence. He was chosen as the Leader in Marketing Thought by the Academic Members of the AMA in a 1975 survey. He also received the 1978 Paul Converse Award of the AMA, honoring his original contribution to marketing. In 1995, Sales and Marketing Executives International (SMEI) named him Marketer of the Year. In 2012 he received the William L. Wilkie “Marketing for a Better World: Award of the American Marketing Association Foundation (AMAF).” In 2014, he was inducted into the AMA Marketing Hall of Fame. He was the first chosen Legend in Marketing and his work was published and reviewed in nine volumes.Professor Kotler has consulted for such companies as IBM, General Electric, AT&T, Honeywell, Bank of America, Merck, and others in the areas of marketing strategy and planning, marketing organization, and international marketing.He has been chairman of the College of Marketing of the Institute of Management Sciences, director of the American Marketing Association, trustee of the Marketing Science Institute, director of the MAC Group, former member of the Yankelovich Advisory Board, and a member of the Copernicus Advisory Board. He was a member of the Board of Governors of the School of the Art Institute of Chicago and a member of the advisory board of the Drucker Foundation. He has received 22 honorary doctoral degrees from Stockholm University, University of Zurich, Athens University of Economics and Business, DePaul University, the Cracow School of Business and Economics, Groupe H.E.C. in Paris, the University of Economics and Business Administration in Vienna, the Catholic University of Santo Domingo, the Budapest School of Economic Science and Public Administration, and several other universities.He has traveled extensively throughout Europe, Asia, and South America, advising and lecturing to many companies and organizations. This experience expands the scope and depth of his programs, enhancing them with an accurate global perspective.

Behaviour change is central to the pursuit of sustainability. The book details how to use community-based social marketing to motivate environmental protection behaviours as diverse as water and energy efficiency, alternative transportation and watershed protection. With case studies of innovative programmes from around the world, including the USA, Canada, Australia, Spain, and Jordan, the authors present a clear process for motivating social change for both residential and commercial audiences. The case studies illustrate conservation applications for both work and home and show how community-based social marketing can be harnessed to foster more sustainable communities.

• ForewordPrefaceSection I: IntroductionChapter 1: Introduction: Fostering Sustainable BehaviorSection II: Influencing Behaviors in the Residential SectorChapter 2: Reducing WasteThe ProblemPotential Behavior SolutionsCase: No Junk Mail (Bayside, Australia)Case: Decreasing Use of Plastic Bags and Increasing Use of Reusable Ones (Ireland)Case: Increasing Curbside Recycling of Organics (Halifax, Nova Scotia)Other Notable ProgramsSummaryQuestions for DiscussionReferencesChapter 3: Protecting Water QualityThe ProblemPotential Behavior SolutionsCase: Influencing Natural Yard Care (King County, Washington)Case: Scooping the Poop (Austin, Texas)Other Notable ProgramsSummaryQuestions for DiscussionReferencesChapter 4: Reducing EmissionsThe ProblemPotential Behavior SolutionsCase: Anti-Idling: Turn it Off (Toronto, Canada)Case: TravelSmart (Adelaide, South Australia)Other Notable ProgramsQuestions for DiscussionSummaryReferencesChapter 5: Reducing Water UseThe ProblemPotential Behavior SolutionsCase: Reducing Water Use (Durham Region, Canada)Case: Ecoteams (United States, Netherlands, United Kingdom)Other Notable ProgramsSummaryQuestions for DiscussionReferencesChapter 6: Reducing Energy UseThe ProblemPotential Behavior SolutionsCase: The One Tonne Challenge to Reduce Greenhouse Gas Emissions (Canada)Case: ecoENERGY to Promote Home Energy Efficiency (Canada)Other Notable ProgramsSummaryQuestions for DiscussionReferencesChapter 7: Protecting Fish and Wildlife HabitatsThe ProblemPotential Behavior SolutionsCase: Reducing Deliberate Grass Fires (Wales, United Kingdom)Case: Planting Eastern Shore Natives (Virginia)Case: Seafood Watch: Influencing Sustainable Seafood Choices (United States)Other Notable ProgramsSummaryQuestions for DiscussionReferencesSection III: Influencing Behaviors in the Commerical SectorChapter 8: Reducing WasteThe ProblemPotential Behavior SolutionsCase: Green Dot, Europe′s Packaging Waste ReductionCase: Fork It Over: Reusing Leftover Food (Portland, Oregon)Case: Anheuser-Busch: An EPA WasteWise Hall of Fame MemberOther Notable ProgramsSummaryQuestions for DiscussionReferencesChapter 9: Protecting Water QualityThe ProblemPotential Behavior SolutionsCase: Chuyen Que Minh, Reducing Insecticide Use Among Rice Farmers (Vietnam)Case: Dirty Dairying (New Zealand)Other Notable ProgramsSummaryQuestions for DiscussionReferencesChapter 10: Reducing EmissionsThe ProblemPotential Behavior SolutionsCase: Bike Sharing ProgramsCase: ATT′s & Nortel′s Telework Programs (United States, Canada)Other Notable ProgramsSummaryQuestions for DiscussionReferencesChapter 11: Reducing Water UseThe ProblemPotential Behavior SolutionsCase: Conserving Water in Hotels (Seattle, Washington)Case: Fighting the Water Shortage Problem in JordanOther Notable ProgramsSummaryQuestions for DiscussionReferencesChapter 12: Reducing Energy UseThe ProblemPotential Behavior SolutionsCase: Using Prompts to Turn Off Lights (Madrid, Spain)Case: Norms-based Messaging to Promote Hotel Towel Reuse (California)Other Notable ProgramsSummaryQuestions for DiscussionReferencesChapter 13: Concluding Thoughts and Recommendations