Fostering Sustainable Behavior Workshop
October 7-8, 2009 Savannah, GA
The cornerstone of sustainablility is behavior change. Sustainability requires individuals and businesses to act (e.g., reduce waste, increase water and energy efficiency, and prevent pollution). To date, most programs to achieve these changes have relied upon disseminating information. Research demonstrates, however, that simply providing information has little or no effect on what people or businesses do. But if not ads, brochures or booklets, then what?
Over the last decade a new approach, community-based social marketing, has emerged as an effective alternative for promoting sustainable behavior. This two-day workshop provided a comprehensive introduction to community-based social marketing and how it is being applied throughout the world to foster sustainable behavior. Participants learned the five steps of community-based social marketing (selecting behaviors, identifying barriers, developing strategies, conducting a pilot, and broad scale implementation) and were exposed to numerous case studies illustrating its use. The second day build on knowledge gained from the first day introductory workshop. This advanced workshop provided an in-depth exposure to community-based social marketing and provided the participants with the knowledge they needed to design and evaluate their own community-based social marketing programs. Finally, participants had extensive opportunity to discuss the application of community-based social marketing to their actual programs.
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