Transcript Response to Shape the Agenda paper

Meeting at the crossroads...
Response to Shape the Agenda paper
Less smoke, more fire
Veronica Sharp (with contributions from Tessa Allgeier
and Cheryl Brown)
Chair, Social Marketing MIG
Social Marketing MIG Launch
London, 7 October 2010
Response to Shape the Agenda paper
New opportunities and challenges for social and
commercial marketing
MIG interim response to ‘Shape the Agenda’ paper
• What can commercial marketing learn from social
marketing?
– The role of business in public policy
– How different are we?
– Challenges into opportunities
Response to Shape the Agenda paper
The role of business in public policy
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Driving down crime
Reducing impact of climate change
Reducing inequalities
Encouraging healthy lifestyles
Improving social justice
Increased policy
targets
Reduced public
sector budgets
Onus on the
private sector
It will become increasingly necessary for business to
borrow and embed social marketing into its corporate
strategy and take an active role in social and
environmental stewardship.
Response to Shape the Agenda paper
Triangle of
change
Response to Shape the Agenda paper
Response to Shape the Agenda paper
Competing forces
POWERFUL
FORCE FOR
PROFIT
vs
POWERFUL
FORCE
FOR GOOD
Can business align its value proposition with society
expectations and serve the common good?
Response to Shape the Agenda paper
How different are we?
Social marketing works with...
• The ‘hard to reach’ and ‘hard to engage’
• Challenging, habitual or addictive behaviours
• Less tangible benefits
• Counteracting products and services
• Measuring challenging outcomes
• Diverse stakeholder objectives
Response to Shape the Agenda paper
Challenges into opportunities
• Cultural and ethical
differences
• Credibility - trust,
transparency,
responsibility and
accountability
• Align products and services
to deliver policy goals
• Increase public/private
partnerships
• Corporate responsibility
offers a point of connection
“Consumers making positive life changes as a result of
business adopting an ‘ethic of care’ may lead to
increased loyalty and profitability.”
Response to Shape the Agenda paper
Key questions for the Social Marketing MIG
• How can commercial marketers help to deliver public
policy?
• Should social marketing be used as a differentiator by
business for economic gain?
• Can the marketing profession be strengthened by
collaboration and sharing of innovation?