Les Milbrath was fond of reminding me that “nature bats last.” What Les meant by this was that we live in a finite world and humanity will eventually be forced to adopt sustainable practices. While we have no choice regarding whether we eventually adopt these practices, the speed with which they are adopted will determine the grace with which we make this transition.

This book is about making the transition gracefully. It provides a comprehensive introduction to community-based social marketing and how it is being applied throughout the world to foster sustainable behavior. It introduces the five steps of community-based social marketing (selecting behaviors, identifying barriers & benefits, developing strategies, conducting a pilot, and broad-scale implementation), and showcases numerous programs illustrating its use. In this third edition, each chapter has been updated. Further, Selecting Behaviors has been added as a new first step in community-based social marketing. As well, a…

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