Social Marketing to Protect the Environment: What Works

Behavior change is central to the pursuit of sustainability. This book details how to use community-based social marketing to motivate environmental protection behaviors as diverse as water and energy efficiency, alternative transportation, and watershed protection. With case studies of innovative programs from around the world, including the United States, Canada Australia, Spain, and Jordan, the authors present a clear process for motivating social change for both residential and commercial audiences. The case studies plainly illustrate realistic conservation applications for both work and home and show how community-based social marketing can be harnessed to foster more sustainable communities.

For over two decades Dr. McKenzie-Mohr has been working to incorporate scientific knowledge on behavior change into the design and delivery of community programs. He is the founder of community-based social marketing, and his best-selling book, "Fostering Sustainable Behavior: An Introduction to Community-Based Social Marketing," has become requisite reading for those who deliver programs to promote sustainable behavior. Dr. McKenzie-Mohr is also the author of the Fostering Sustainable Behavior website and digest. The digest links together over 7000 environmental program planners globally. Dr. McKenzie-Mohr has worked internationally with a diverse array of governmental and non-governmental agencies, assisting them in identifying the barriers to behavior change and in developing and evaluating community-based social marketing initiatives to overcome these barriers. Dr. McKenzie-Mohr has served as an advisor for Canada's public education efforts on climate change, as the coordinator of the international organization, "Holis: The Society for a Sustainable Future," and as a member of Canada's National Round Table on the Environment and the Economy. He has been awarded the Canadian Psychological Association's "Psychologists for Social Responsibility Research and Social Action Award," and the "Society for the Psychological Study of Social Issues Public Advocacy Fellowship." He is a former Professor of Psychology at St. Thomas University in New Brunswick, Canada where he co-coordinated the Environment and Society program.

Nancy R. Lee, is president of Social Marketing Services, Inc., in Seattle, Washington, a strategic advisor for social marketing campaigns at C+C in Seattle, an affiliate instructor at the University of Washington, where she teaches social marketing. With more than 35 years of practical marketing experience in the public and private sectors, Ms. Lee has held numerous corporate marketing positions, including vice president and director of marketing for Washington State's second-largest bank and director of marketing for the region's Children's Hospital and Medical Center.

Ms. Lee has participated in the development of more than 250 social marketing campaign strategies for public sector agencies, and consulted with more than 100 nonprofit organizations . Clients in the public sector include the Centers for Disease Control and Prevention (CDC), Environmental Protection Agency (EPA), Washington State Department of Health, Office of Crime Victims Advocacy, County Health and Transportation Departments, Department of Ecology, Department of Fisheries and Wildlife, Washington Traffic Safety Commission, City of Seattle, and Office of Superintendent of Public Instruction. Campaigns developed for these clients targeted issues listed below:

- Health: COVID-19, opioid overdose, teen pregnancy prevention, HIV/AIDS prevention, nutrition education, sexual assault, diabetes prevention, adult physical activity, tobacco control, arthritis diagnosis and treatment, immunizations, dental hygiene, senior wellness, and eating disorder awareness

- Safety: texting and driving, drowning prevention, senior fall prevention, underage drinking and driving, youth suicide prevention, binge drinking, pedestrian safety, and safe gun storage

- Environment: natural gardening, preservation of fish and wildlife habitats, grass fires, recycling, trip reduction, water quality, and water and power conservation

She has conducted social marketing workshops around the world (Uganda, Jordan, South Africa, Ghana, Ireland, Scotland, Australia, Singapore, Canada, Indonesia, India, Bangladesh, Venezuela, Japan, Haiti) for more than 4,000 public sector employees involved in developing behavior change campaigns in the areas of health, safety, the environment, and financial well-being. She has been a keynote speaker on social marketing at conferences for public health, improved water quality, energy conservation, family planning, nutrition, recycling, teen pregnancy prevention, influencing financial behaviors, wildfire prevention, litter control, and foodwaste reduction.

Ms. Lee has coauthored eleven other books with Philip Kotler: Social Marketing: Improving the Quality of Life (2002); Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause (2005); Marketing in the Public Sector: A Roadmap for Improved Performance (2006); Social Marketing Influencing Behaviors for Good (2008 and 2011); Social Marketing: Changing Behaviors for Good (2016); GOOD WORKS! Marketing and Corporate Initiatives That Build a Better World... And the Bottom Line (2012); Up and Out of Poverty The Social Marketing Solution (2009); Social Marketing in Public Health (2010); Social Marketing to Protect the Environment (2011); Success in Social Marketing: 100 Case Studies From Around the Globe (2022). She also authored a book Policymaking for Citizen Behavior Change: A Social Marketing Approach (2017) andhas contributed articles to the Stanford Social Innovation Review, Social Marketing Quarterly, Journal of Social Marketing, and The Public Manager. (See more on Nancy Lee at www.socialmarketingservice.com.)

Wesley Schultz is Professor of Psychology at California State University, San Marcos. His expertise is in social psychology, environmental psychology, and statistics. His work in these areas has focused particularly on social influence, and effective strategies for promoting conservation behavior. He has published extensively in these areas, with recent books on the Psychology of Sustainable Development (Kluwer, 2002), Attitudes and Opinions (Erlbaum, 2005), and Social Psychology: An Applied Perspective (Prentice-Hall, 2000). Over the past 10 years, he has published more than 40 book chapters and peer-reviewed articles, and given hundreds of professional and invited presentations around the world. In addition to his academic research and teaching, Professor Schultz maintains an active schedule of training and consulting with organizations interested in developing and implementing principles of social marketing. He has worked on projects for a variety of organizations, including the Environmental Protection Agency, National Institute of General Medical Science, National Institute of Justice, Keep America Beautiful, California Integrated Waste Management Board, and Opower. His work has been featured in Business Week, the NY Times, BBC International, National Public Radio, Time Magazine, and numerous other media outlets.