Making a difference with consumer insights: social marketing for behavioural change – insights, interventions and impact

Vivek Banerji, Angela Spatharou and Takashi Takenoshita
McKinsey & Company, United Kingdom

INTRODUCTION

Commercial marketers use consumer insights, with varying degrees of effectiveness, to drive marketing strategy and actions. This article will illustrate the power and the pivotal role of consumer insights in developing not commercial strategies, but social marketing programmes for behavioural change. We will share what we have learnt through a case study bringing to life our entire journey of developing original and holistic insights about consumers' lives, designing insight based interventions, quantifying the potential impact in both financial and behavioural terms, and embedding social marketing capabilities and a consumer-oriented culture within social sector organizations.