Min with a few waste barrels
Last summer, Min Ameen and Akshay
Poongta made a presentation to the Auroville community on the topic
of ‘Social marketing frameworks and its application to waste
management in Auroville’. It aroused a lot of interest. But what
are these frameworks? And how are they relevant to Auroville? Min
explains.
Auroville Today: What is social
marketing?
Min: Today, marketing is a very
sophisticated science, drawing on the latest developments in
psychology to sell products and services. The term ‘social
marketing’ was coined in the 1970s and its primary purpose is not
commercial gain but to achieve a particular social good through
effecting behaviour change. To achieve this, it uses many of the same
approaches and techniques as are used for conventional marketing.
Designer Dan Lockton summarized some of the main approaches as
‘enabling the desired behaviour by making it easier than the
alternatives; motivating the behaviour using education, incentives,
...
>> More
>> More