Selling Climate Change? The Limitations of Social Marketing as a Strategy for Climate Change Public Engagement
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Corner, A., Randall, A. 2011. Selling Climate Change? The Limitations of Social Marketing as a Strategy for Climate Change Public Engagement. Global Environmental Change 21, 1005–1014.
This paper claims to present the first systematic critique of social marketing as a strategy for engaging the public on climate change. Through their research, the authors present evidence that social marketing alone is insufficient to build support for ambitious policy changes and interventions required. They even claim that in certain circumstances, social marketing could be counter productive.
The authors present alternatives to social marketing which they proposed could be more effective. These include: value-based campaigns and deep framing; social networks and social capital and environmental education/citizenship.