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Re: Importance of Values in CBSM?
2011-11-07 15:34:46 UTC
Here is an interesting article in which the Common Cause authors challenge a related values-mode approach to behavior change - the values mode approach (promoted by Chris Rose, formerly of Greenpeace UK). http://valuesandframes.org/value-modes-and-common-cause-the-dangers-of-appeals-to-money-image-and-status/
It is interesting food for thought on how we use or foster values and attitudes to encourage sustainable behaviors now and in the longer term - with the best community based social marketing.
Elizabeth Leighton
Policy Officer
WWF Scotland
United States -
Re: Importance of Values in CBSM?
2011-11-07 11:51:39 UTC
Thanks for all the comments. I have read the Common Cause material on values-based behaviour change, and so am interested in how the community based social marketing embraces the need to strengthen instrinsic values (about community,global concerns) which inherently support sustainability and weaken extrinsic values (personal image, status). This can be done through campaigns that are explicitly strengthening social norms that are about community benefit, not about being the most fashionable, or saving the most money, as Ruben suggested in his comment. Many of the examples of CBSM on this website do this, though it is not a part of developing the strategy as far as I can see.
Elizabeth Leighton
Policy Officer
WWF Scotland
United States -
Importance of Values in CBSM?
2011-11-04 17:39:34 UTC
CBSM uses social norms to motivate behaviour change - can this be counter-productive if it perpetuates concerns about image (keeping up with the Jones')that often lead to unsustainable consumption and concern about self vs the common good?
Elizabeth Leighton
United States
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