Page 75 - MYM 2015

Social Business, Social Behavior & Social Marketing:
Three Cornerstones of Future Social Development
Jeff French PhD
Abstract: The paper sets out a number of underlying macro social and economic and evidence issues that are driving the adoption of
both social business models and the application of Social Marketing as key contributors to social policy development and implementation.
The central contention of the paper is that the rise of more demanding and empowered citizens across the world together with greater understanding about what works in terms of social policy will result in new forms of civic relationships necessitating new approaches to social policy formulation and delivery. These new relationships will necessitate the adoption of a strategic approach to marketing by social policy planners to satisfy citizens’ demands. The paper contains a brief review of some of the emerging new science about behavioral in uence and its implication for the development of social interventions that go beyond traditional informational programs and the use of legislation to compel behavior. The paper introduces the ‘Cost Value Matrix’ model as a conceptual tool for describing four types of potential social intervention underpinned by science and marketing principles together with considerations about how and when they might be employed. The nal
section of the paper is a brief exploration of how social business is well placed to assist with the delivery of such a citizen centric strategy. The conclusions of the paper are that social policy will in future be delivered via a range of organizational forms such as social businesses, wholly owned public organizations and the for-pro t sector. This plurality of delivery mechanisms will also necessitate that a more evidence based approach to service design is employed as well as a greater emphasis being placed on marketing in order that user demand and desire can be satis ed.
TIntroduction
his paper argues that social business models and Social Marketing methodologies, informed by a rapidly growing evidence base about how we can influence social behavior to promote
improved health and wellbeing are some of the principle means through which social development will be attained over the next thirty years. The application of social business models and Social Marketing represent key elements of the next
wave of public sector reform. The context in which states attempt to influence citizens for social good is changing rapidly, OECD (2012). The threats that citizens face are also changing rapidly, Australian Public Service Commission (2007)
It should be acknowledged that in general terms the world is getting wealthier and healthier more educated and more connected UNICEF (2012). These are tremendous achievements and millions of people’s lives have been transformed for the better over recent years due to technological advances, trade and education. However infectious disease, chronic disease, concerns about environmental degradation, civic apathy, mental health and slowing economic progress are all on- going concerns. Mass urbanization, religious and tribal con ict, malnutrition and oppression all represent massive challenges, WHO (2010). Many of our state and international organizations are struggling to
deal with these challenges for two principle reasons. First the issues themselves are caused by multiple
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