Sustainable food for the future; Social marketing

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Sustainable food for the futureSocial marketing
an essential tool for EHPs Jenny Morris,
Principal Policy Officer, CIEH
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Key trends, drivers and issues
Food an analysis of the issues. Cabinet Office.
January 2008
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A 21st century food strategy

• Continuous improvement in food safety
• Healthier diets
• A more environmentally sustainable food chain
• Fair prices, choice, access to food and food
  security through the promotion of open,
  competitive markets

Food Matters. Towards a Strategy for the 21st
century. Cabinet Office 2008
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Food security
Food an analysis of the issues. Cabinet Office.
January 2008
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Food choice positive and negative outcomes
Food an analysis of the issues. Cabinet Office.
January 2008
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The sustainability context
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An environmentally sustainable food chain

• Environmental impacts
• Food production
• Greatest impact from growth and production e.g.
  livestock water pollution, greenhouse gases etc
• Retail
• Store size, construction and location
  transport influence on consumer choice e.g.
  imported foods supplier standards -
  environmental and packaging
• Consumers
• Use of transport, storage and preparation
  waste choice e.g. seasonality eating out

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Food chain contribution to GHG emissions
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Transport emissions from food chain
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Sustainability components?

• Business partnerships e.g. promoting corporate
  social responsibility
• Encouraging local sourcing, shortened food supply
  chains i.e. food miles
• Promoting waste reduction i.e. food and packaging
• Promoting recycling

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Sharing good practice
www.foodvision.gov.uk
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Food Vision case studies
Lancashire County and District Councils
6 Councils in Cornwall
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Barriers to change

• Some issues
• Focus on EH as regulators
• Poor recognition of wider EH role/competence
• Need to showcase EH success
• Resource constraints need to balance food
  safety activities with those for diet and health
  food security and sustainability

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A place for environmental health?

• Contribution to climate change agenda
• Health effects created
• Public and private sector partnerships required
  e.g. Regional Directors of Public Health
  initiatives
• CIEH support materials

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Local Area Agreements
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Sustainable Food in LAAs
Outcomes National Indicators Examples of
interventions and activities
Environmental sustainability NI 185. CO2
reduction from LA operations NI 190. Achievement
in meeting standards for the control system for
animal health NI 197. Improved local biodiversity
active management of local sites Delivery of
Strategy for Sustainable Farming and
Food Encourage sustainable farming practices
which improve biodiversity of natural
environment Support Public Sector Food
Procurement Initiative (PSFPI) Awareness
campaigns to promote local and seasonal food
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Effective communication
Food Matters (2008)
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And now - social marketing
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What is social marketing?
the systematic application of marketing and
other concepts and techniques, to achieve
specific behavioural goals, for a social or
public good
Social marketing is the systematic application
of marketing and other concepts and techniques,
to achieve specific behavioural goals, for a
social or public good
French, Blair-Stevens 2006
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What is social marketing?

• Social marketing is not about smarter campaigns
  or a new function for government departments it
  is about a long term cultural change agenda built
  on deep user insight that will deliver
  significant benefits to society and the efficient
  management of public services

Ed Mayo, National Consumer Council
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Do we need social marketing?
It would be easy to just give the public (or
business) information and hope they change
behaviour but we know that doesnt work very
well. Otherwise none of us would be obese, smoke
or break the law
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What is the relevance for environmental health?

• EH works to improve standards
• Regulation is a limited tool
• Promotion of change is the goal
• Focus on being effective
• Social marketing is on the agenda

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Making the distinction between strategic
operational social marketing
Where can social marketing apply?
POLICY
POLICY
strategic social marketing
Strategic social marketing
STRATEGY
STRATEGY
operational social marketing
Operational social marketing
IMPLEMENTATION
IMPLEMENTATION
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To recap social marketing is not

• Just social communication re-badged
• About telling people what to do
• A panacea or magic bullet
• Evil its marketing

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How to think about social marketing
As a mind set
As a mind set - concepts and principles
customer triangle
As a process and set of techniques
planned process
total process planning model
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8 Benchmark criteria

• Customer orientation
• Behaviour
• Theory
• Insight
• Exchange
• Competition
• Segmentation
• Methods mix

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Social marketing customer triangle

• 3 core concepts
• Insight
• Exchange
• Competition

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Gaining insight
Knowledge understanding
Beliefs Attitudes Social norms Cultural norms
Influences e.g. peers, family, role models
Benefits Barriers
Motivators Aspirations Values Fears Feelings
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Developing actionable insights
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Exchange

The most important single central fact about a
free market is that no exchange takes place
unless both parties benefit Milton Friedman
COSTS
BENEFITS
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This means .....

• Using research to pinpoint the problem,
  understand why people do what they do and what
  might help them to change their behaviour
• Identifying incentives to sustain change
• Identifying and eliminating barriers to change
• Outsmarting the competition

Both areas contribute valuable expertise, skills,
techniques and theory
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Gaining insight- a short exercise
Small independent retailer Behavioural
challenge Fails to remove all products before
expiry of Use By date
Chinese Takeaway Behavioural Challenge Stores
cooked food out of temperature control for long
periods of time e.g. rice
Tasks - Draw up a pen portrait based on the
following questions What are the beliefs,
values, cultural norms? Who and what are the key
influencers? What benefits are valued? What are
the motivations ? What are the fears and
concerns? What/who are the competition and how
can they be overcome?
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Social marketing customer triangle

• 3 core principles
• Behavioural goals
• Segmentation
• Intervention and marketing mix

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A segmentation approach uses

• More than just demographics e.g. Geography
  Socio-demographics Psycho-graphics
  (behaviours/attitudes)
• A focus on target audience motivation
• Interventions tailored to specific segments

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Segmentation groups
YUPPIES Young Upwardly Mobile Professional
People DINKE Double Income No Kids DUMP Destitute
Unemployed Mature Professional PIPPIE Person
Inheriting Parents Property SCUM Self Centred
Urban Male SILKY Single Income Loads of
Kids SINBAD Single Income No Boyfriend Absolutely
Desperate SITCOM Single Income Two Children
Outrageous Mortgage WOOPIE Well-Off Older
Person LOMBARD Loads Of Money But A Right
Dickhead
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The importance of segmentation
MESSAGE Remove out of date foods they could
harm people
So what?
But its really unlikely and they might not ...
And Ive got to make a profit
Oh no how am I going to do that everyday
Hmm, they didnt say anything about drinks
though so thats ok
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The UK Eating out market 2005
Food an analysis of the issues. Cabinet Office.
January 2008
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Social marketing a paradigm shift
Customer led Marketing/exchange Behavioural
change Sustained Opportunity Segmented
audience Networks

• Professional direction
• Selling/telling
• Awareness raising
• Adult Child
• One off
• Problem
• General audience
• Central command

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Difference in approach
Starts with the customer and whats important to
them
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Example Young people smoking
Whats going on? what moves motivates
- Own views not those received from authority
- Self-perception of maturity an
adult not a child - Move away from parents
influence and teachers - Importance of peer
views approval - Fun,
social benefits, enjoying attention causes -
Questioning, challenging, rebellion, streetwise
- Living in the now less concern for
distant future
Basic insights Selling of health and
longer term benefits, or being good very
unmotivating avoid (can be counter
motivating) Connect to own views, not being
conned, link to a cause rebellion, ensure
social fun benefits are strong
eg Truth campaign approach www.wholetruth.com
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Identifying the intervention mix

• Formative research
• What is the problem?
• What is the context?
• Who will be the target audience?
• How do they think and behave about the problem?
• What product will appeal?
• How can you best reach the audience?
• What messages and materials would work best?
• What is the best intervention mix?

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Influencing behaviour four key elements

• Education
• Inform and advise
• Build awareness
• Persuade and inspire

• Design
• Environmental and physical context
• Design and engineer bespoke systems
• Increase availability
• Improve distribution

• Support
• Toolkits
• Business support
• Recognise success eg Awards

• Control
• Legislate, regulate
• Enforce
• Set standards

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Starting from where the customer is at
unaware or not considering
attempting but not succeeding
contemplating but not yet acting
actively resisting or entrenched
nothing to do with me
dont give a damn
its just too hard
SOCIAL MARKETING Tailoring interventions to take
full account of where the customer is starting
from
CONTROL require enforce legislate
INFORM educate communicate advise
SUPPORT
DESIGN
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A social marketing intervention mix
Social marketing considers how to utilise each
area get an appropriate balance or mix
between different ways to influence
behaviour, based on different needs and wants of
different consumers, driven by consumer insight
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This means ...

• Being clear about the change sought and how it
  will be measured
• Identifying specific groups with common
  behaviours, culture, knowledge, norms etc
  (segmentation) in order to create targeted
  solutions
• Creating an offer you cant refuse
• Doing more than communication and awareness
  raising

Both areas contribute valuable expertise, skills,
techniques and theory
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The Chitterlings story

• The problem
• Traditional seasonal product (Nov/Dec)
• Home prepared by African American community (US)
• Severe diarrhoea outbreaks (infants predominantly)

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The Chitterlings story (2)

• The solution
• - Pre-boil for 5 minutes
• The old approach
• - Leaflets, campaigns, posters
• The outcome
• - No change

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The social marketing approach

• Understand the barriers
• Not the way we do it traditionally
• Might not taste so good
• Overcome the barriers
• Find the community power i.e. the matriarchs
• Use community channels to pass the message
• Show it still tastes good
• Promote the message widely
• New outcome
• Year on year reduction in cases

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Superficial adoption wont deliver
Three traps we need to avoid

• Using the language of social marketing without
  applying its disciplines
• Only applying social marketing principles to
  operational issues
• Getting a few practitioners to take
  up social marketing

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• Future action

• Provision of centralised resources eg links to
  research information
• Case studies of effective practice
• Planning tools
• Practitioner training
• Evaluation tools

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Ongoing developments

• National Social Marketing Centre
• Planning tools
• Evaluation tools
• Case studies of effective practice
• One stop shop for research
• FSA/NSMC/CIEH partnership
• Development of training course
• CIEH
• Wider training needs review

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Support available from NSMC

• Resources and presentations
• Links to other social marketing projects
  evidence and best practice via case study
  database
• Training and workshops
• Project management and advice
• Research and evaluation one stop shop
• Commissioning support and resources
• Regional Development and Support Managers

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www.nsmcentre.org.uk www.brilliantfutures.org
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Social marketing support

• National Social Marketing Centre
• http//www.nsms.org.uk

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Conclusions
If we continue to do what weve always done, we
will only get what weve always got. Currently
we are missing a trick by failing to fully
realise the potential of social
marketing. (NSMC 2005)
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Thankyou