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

Vivek Banerji, Angela Spatharou and Takashi Takenoshita

This article discusses the role of consumer insights in social marketing programmes. Relevant ways in which social marketing differs from commercial are: 1) barriers for behavioural change are more varied and deep-rooted; 2) word-of-mouth networks are more important; 3) a broader range of interventions and the need to involve many different stakeholders; 4) more important but more difficult to measure impact; 5) many organisations lack the necessary capabilities and culture.

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'...

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