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Step 3: Developing Strategies – Barriers
Convenience: Making it Easy to Act
From: Fostering Sustainable Behavior
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If the behavior is unpleasant or time-consuming, for example, no matter how well you address internal barriers your community-based social marketing strategy will be unsuccessful. The first step to removing external barriers is to identify them. Using the techniques outlined in the chapter on barriers and benefits, attempt to isolate what external barriers exist and what can be done to address them.
Contributors
Doug McKenzie-Mohr
Dr. Doug McKenzie-Mohr, an environmental psychologist, 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. He has worked internationally with a diverse array of governmental and nongovernmental agencies, assisting them in identifying the barriers to behavior change and in developing and evaluating communitybased social marketing initiatives to overcome these barriers. He 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 is a former Professor of Psychology at St. Thomas University in New Brunswick, Canada where he co-coordinated the Environment and Society program. More than 50,000 program managers have attended workshops on community-based social marketing that he has delivered internationally.
