Social Marketing
Lead Researchers: Prof Ken Peattie, Dr Sue Peattie, Dr Celine Chew
Social Marketing is an approach to behavioural change which seeks to take the philosophy, tools and techniques from commercial marketing thinking and apply it to the pursuit of social goals. Traditionally social marketing has concentrated on a relatively narrow range of issues in public health including combating obesity and addiction and promoting safe sex, responsible drinking and healthy lifestyles. BRASS’s work in developing and promoting social marketing has been dedicated to extending its use in other areas to promote healthy and sustainable lifestyles including the promotion of consumption reduction, FairTrade, home composting and the marketing of the concept of sustainability itself.
Dr Sue Peattie has been working extensively with the National Centre for Social Marketing in London in developing a new set of Professional Standards in Social Marketing, developing academic capacity in the field, and developing new training materials.
BRASS’s work in social marketing aims to develop new knowledge and theoretical insights, and to investigate the potential of a social marketing approach to encourage more sustainable and socially responsible behaviours amongst consumers, businesses and citizens.
