Page 34 - MYM 2016

from the
Periphery
to the core
The value of embedding Marketing in Social Policy
For many years, social programs have relied on two key approaches to bring about positive social change; legislation and information. The emergence of social marketing has introduced another powerful method to in uence public behavior for social good. Unfortunately, it still remains seriously underutilized and misinterpreted. Here, we explore how to embed social marketing into social policy development, what it can add, and what its application would mean for government policy development and for citizens.
bY Jeff french
We have seen signi cant changes in the human condition
over the last 20 years. ere are at least seven billion people in the world now, and, according to the United Nations report on World Population Ageing, in every region, with the exception of Africa, populations are start- ing to age (UN 2002). We know
34 | MINd YOUr MarkETING OCTOBEr 2016
that human-driven global warm- ing is happening and we will continue to experience a major global economic downturn and an increased threat from nuclear puri cation. On the positive side, however, we have experienced
an unprecedented period of economic growth and wealth cre- ation and we continue to witness an ongoing technological com- munications revolution leading to ‘always on, always connected’