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...
