If climate change is a super wicked problem, is social marketing a super wicked solution? David Meiklejohn.

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Presentation transcript:

If climate change is a super wicked problem, is social marketing a super wicked solution? David Meiklejohn

Introduction Climate Change Social MarketingSuper Wicked AnalysisOpportunities

Introduction 1. Guiding Frameworks for Climate Change Social Marketing 2. Climate Change as a Super Wicked Problem 3. Implications for Climate Change Social Marketing

Introduction Australian government responses to climate change: incentives regulations behaviour change programs Wilkins 2008 IntroductionClimate Change Social MarketingSuper Wicked AnalysisOpportunities

Guiding Frameworks IntroductionClimate Change Social MarketingSuper Wicked AnalysisOpportunities Climate ChangeIndividuals

Climate Change Social Marketing Information Deficit Model: I lack information I have information I act on information IntroductionClimate Change Social MarketingSuper Wicked AnalysisOpportunities

Super Wicked Problems There is a limited time to respond. They are caused by those seeking the solution. There is weak or non-existent central authority. Future benefits are discounted. Levin et. al 2007 IntroductionClimate Change Social MarketingSuper Wicked AnalysisOpportunities

Limited Time to Respond Feedback loops of climate change require action now. Scale can be overwhelming. Anderson & Bows 2011 IntroductionClimate Change Social MarketingSuper Wicked AnalysisOpportunities

Caused by Those Seeking the Solution We gain by not acting. We don’t identify with the issue, both in values and practices. Climate change as a contested discourse. IntroductionClimate Change Social MarketingSuper Wicked AnalysisOpportunities

Weak or Non-Existent Central Authority Government wants individuals to act. Complicated by declining trust and fluctuating levels of support for action. Increasing role of local government. Oliver 2014, Chubb 2014 IntroductionClimate Change Social MarketingSuper Wicked AnalysisOpportunities

Fluctuating Public Support IntroductionClimate Change Social MarketingSuper Wicked AnalysisOpportunities

Weak or Non-Existent Central Authority Government wants individuals to act. Complicated by declining trust and fluctuating levels of support for action. Increasing role of local government. Oliver 2014, Chubb 2014 IntroductionClimate Change Social MarketingSuper Wicked AnalysisOpportunities

Future Benefits are Discounted Valuing goods or benefits received now more than in the future. Non-tangibles more difficult to value. Hepburn et. al 2010 IntroductionClimate Change Social MarketingSuper Wicked AnalysisOpportunities

Summary There is a limited time to respond. They are caused by those seeking the solution. There is weak or non-existent central authority. Future benefits are discounted. What are the implications? IntroductionClimate Change Social MarketingSuper Wicked AnalysisOpportunities

Scale Must use social networks in a sophisticated manner. Track growth and anticipate where it is going. Rogers 1995 IntroductionClimate Change Social MarketingSuper Wicked AnalysisOpportunities

IntroductionClimate Change Social MarketingSuper Wicked AnalysisOpportunities What People Do (Not What They Say) Social Practice Theory Shifts focus away from individual decision-making.

Move Away from Climate Change Branding The growth of rooftop solar: price of technology saving energy costs social norms Sadler 2013 IntroductionClimate Change Social MarketingSuper Wicked AnalysisOpportunities

The Growth of Rooftop Solar Watt et. al, 2014 IntroductionClimate Change Social MarketingSuper Wicked AnalysisOpportunities

The Limits of Interventions Overspill between behaviours is limited (if not non-existent). Suggests limited environmental identity Behavioural Insights Team 2014 IntroductionClimate Change Social MarketingSuper Wicked AnalysisOpportunities

Track and Respond Evaluation is traditionally weak. Need to look at guidance, as well as success factors. Stop one-off interventions. DEPI 2013 IntroductionClimate Change Social MarketingSuper Wicked AnalysisOpportunities

Conclusion Super wicked analysis provides a useful framework to identify current shortcomings. Future research: working with local governments to test new approaches. IntroductionClimate Change Social MarketingSuper Wicked AnalysisOpportunities