Monday, 5 December 2011
Is Behavioural Economics The New Social Marketing?
In London last week for a packed Charity Comms conference on Social Marketing: Changing Behaviour Through Communications, where I co-presented with social marketer Viv Caisey. (Slides available here)
Lots of interesting discussion about values vs nudges, and whether, if the aim is to change behaviour, it’s necessary to change minds (a key differentiator for interventions which use social marketing vs those that use behavioural economics). If you were to ask that question of the UK’s Coalition Government, it would seem that behavioural economics is indeed the new social marketing when it comes to the policy choice for interventions aimed at changing behaviour. Elsewhere, the answer would be different.
And those signs? Old and new approaches to the same subject, spotted whilst walking through London’s jewellery quarter, Hatton Garden, en route to the conference.