Meeting at the crossroads... Response to Shape the Agenda paper Less smoke, more fire Veronica Sharp (with contributions from Tessa Allgeier and Cheryl.

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Presentation transcript:

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 Driving down crime Reducing impact of climate change Reducing inequalities Encouraging healthy lifestyles Improving social justice 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. Increased policy targets Reduced public sector budgets Onus on the private sector

Response to Shape the Agenda paper Triangle of change

Response to Shape the Agenda paper

Competing forces POWERFUL FORCE FOR GOOD vs POWERFUL FORCE FOR PROFIT 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 “Consumers making positive life changes as a result of business adopting an ‘ethic of care’ may lead to increased loyalty and profitability.” Align products and services to deliver policy goals Increase public/private partnerships Corporate responsibility offers a point of connection

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?