Weathercocks and Signposts - WWF paper

Dear colleagues, This WWFdiscussion paper published in April raises some very interesting points in critiquing social marketing based approaches to environmental behaviour change. http://www.wwf.org.uk/core/ge_0000004945.asp I'm curious about people's reactions - Do you think CBSM does, or can potentially, engage with values and identitiesin a way that will influence multiple behaviours or does it typify the approach the authors are so critical of? Given the diversity of people and behaviours, and consequently of barriers and benefits, does a values based approach cut to the heart of robust, self-sustained and adaptable behaviour changes, or risk neglecting all we've learnt about the importance of supporting specific, local and individually relevant engagement on a mass scale? Anyways, certainly an well written and thought provoking report.

Highly recommended!
cheers,
Stefan Kaufman