Fostering Sustainable Behavior Worshops

Posted by on August 05, 2013

The cornerstone of sustainability is behaviour change. If we are to move toward a sustainable future we must encourage individuals and businesses to engage in a multitude of actions (e.g., waste reduction, water and energy efficiency, pollution prevention, etc.). To date, most programs to encourage such activities have relied upon disseminating information. Research demonstrates, however, that simply providing information has little or no effect on what people or businesses do. But if not ads, brochures or booklets, then what? Over the last decade a new approach—community–based social marketing—has emerged as an effective alternative for delivering programs to foster sustainable behaviour.

Introduction (November  11-12): The two-day introductory workshop provides a comprehensive introduction to community-based social marketing and how it is being applied throughout the world to foster sustainable behaviours. Those who attend the workshop will learn the five steps of community-based social marketing (selecting behaviours, identifying barriers, developing strategies, conducting pilots, and broad scale implementation) and be exposed to numerous case studies illustrating its use.  Each participant will receive a copy of the new edition of “Fostering Sustainable Behavior: An Introduction to Community-Based Social Marketing.” The introductory workshop is a mandatory prerequisite for the advanced workshop.

Advanced (November 13-14): This completely new two-day advanced workshop provides an in-depth exploration of how community-based social marketing can be used to foster sustainable behaviour.  This workshop introduces leading-edge material on selecting behaviours, identifying barriers and benefits (including market segmentation), applying behaviour change tools (including some exciting new developments regarding the use of commitments, norms, prompts and social diffusion), and piloting programs. Further, participants will also be coached in making community-based social marketing presentations to their agency or community and will receive PowerPoint and Keynote presentations for this purpose. Finally, each participant will receive a copy of the new edition of  “Fostering Sustainable Behavior: An Introduction to Community-Based Social Marketing.” To ensure a high level of learning and exchange of ideas, this workshop is restricted to individuals who have previously attended my introductory workshop. If you have not yet attended an introductory workshop, you can attend the introductory workshop on November 11th and 12th, and then attend the advanced workshop.

Please note that these workshops often fill to capacity. Please register early to avoid disappointment at

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