My career has gravitated around the promotion of rational decisions. For more than a decade, I have studied, researched and applied decision science in business and community settings. In all these years, I have learned to be useful for a wide variety of purposes:
- Encouraging drivers and parents to make safer choices.
- Teaching rational negotiation to company leaders and unions.
- Improving Customer Experience.
When I am asked to label my profession, I say I work in social marketing, which means that I “sell” ideas and desirable behaviors, in order to benefit my community and the society in general. Note that social marketing should not be confused with social media marketing.
My social marketing plan
Objective: to make the world a better place.
Products: rational decision-making.
“Consumer” analytics: social and developmental psychology, decision science, injury research and public health.
Target markets: parents and the general public.
- The public is a group of active decision makers, not passive message absorbers.
- Social marketing campaigns must be inspired by research findings on how people make decisions.
- The goal of social marketing is not to persuade, but to encourage people to think and talk about social issues.