CBE: A Framework to Guide the Application of Marketing to Behavior Change

Abstract

Background: This paper aims to extend the application of social marketing to social and environmentally beneficial behavior change providing a three-step process—Co-create-Build-Engage (CBE). The key strength social marketing brings to the social change space is the development of something of value that moves and motivates people to voluntarily change their behavior; in turn benefitting themselves, the planet and society at large. Method: Using a case study method, this paper identifies how up to eight marketing principles, initially penned to distinguish social marketing from public health, are applied in the three step CBE process, using first time program development and implementation examples. First, programs are co-created (C) with people at the heart of the problem and built (B) to create and embed lasting solutions and finally communities are engaged (E) to partake in these programs. This linear process is applied in first time program development and stages blur following first time implementation as CBE steps become continuous when programs are embedded into communities. This paper outlines four cases demonstrating when and where key marketing activities were applied to co-create, build and implement social marketing programs that achieved behavioral change. Results: Included is a roadmap of the activities that occurred in first time program development and implementation across each stage of the three step CBE process. During co-creation competition is assessed and groups are identified (segmentation). Formative research programs are theoretically underpinned and human centred (customer orientation) and solely aimed at identifying insights to guide program build and engagement. Elements of the marketing mix focus program build ensuring that a valued exchange offering is built. Engagement represents the initial implementation phase and encompasses the set of activities that focus on ensuring people are aware of and can adopt the program. Recommendations for Research or Practice: Many of the foundational techniques that distinguish social marketing from other behavioral science approaches are not widely adopted. This paper offers a roadmap to demonstrate how and when core social marketing activities can be applied to effect voluntary behavior change. Volitional change avoids stigmatization, alienation, reactance and community divides, which occur when behaviors are mandated or when people are told what to do. The CBE process provides a process, outlining social marketing’s key principles and the set of activities that are applied to build more effective marketing programs.

50 years of social marketing: seeding solutions for the future

“…Rather than continuously introducing new models and frameworks, more marketers must go back and test whether the fundamentals of marketing are effective (Lahtinen et al , 2020). Research effort needs to be rebalanced – away from investigations of small singular phenomena in greater and greater depth towards a systemic view of how marketing can be applied to assist managers, practitioners, governments and other entities make progress with the complex issues they face in today’s society (Rundle-Thiele et al , 2021; Webster and Lusch, 2013). The real world is messy and non-linear, which provides marketers with challenges that are less suitable for complex methodologies, long surveys and abstract recommendations.…”

“…Specifically, the implementation of more social marketing principles along with greater adoption of systems thinking approach can assist in better operationalising our work and make it more effective in the long term. Implementation of more principles ensures people’s interests are held at the centre during the entire process, and common ground is identified between the goals of the marketer and the goals of individuals, enabling the co-creation of solutions that people value (Rundle-Thiele et al , 2021). Systems thinking embraces complexity, connects micro choices with macro structures, recognises relationships between social mechanisms and infrastructure and allows for an orchestrated co-created change process to occur to ensure solutions deliver the highest return on investment.…”

“…CBE ensures that the eight NSMC social marketing criteria are considered and applied to the extent that budgetary constraints allow and provides a stepwise process explaining how each can be applied. CBE is one process that helps to overcome the theory-practice divide and ensures people and planet-centric work demonstrates the capacity for marketing to be applied to positively contribute to and reverse some of the world’s most pressing health, environmental and social issues (Rundle-Thiele et al , 2021). However, even CBE still falls short in using social marketing principles, and social marketing scholars have not yet attempted to engage a wider systems lens into existing benchmarks, process models, frameworks and techniques.…”

“…As emphasised by Fehrer (2020), nurturing research that extends mainstream marketing and builds ties with other disciplines offers insights and solutions that facilitate growth in the marketing domain. Attached to real-world phenomena, social marketing understands that resolution of any “problem” most often requires change at all system levels (Anibaldi et al , 2020) and acknowledges the complexities and inherent challenges needed to drive systemic change (Domegan et al , 2016; Rundle-Thiele et al , 2021). Social marketing has gained prominence for its ability to bridge theory and practice and offers an approach benefitting funding bodies, partners and other stakeholders, individuals and the communities served (Kassirer et al , 2019).…”

Editorial: How can We Co-Create Solutions in Health Promotion With Users and Stakeholders?

“…However, reaching a high level of participation from a variety of stakeholders in health research is an exigent process that requires monetary and non-monetary resources. Although both the academic researchers and community co-researchers are considered capable of contributing to knowledge building, often ensuring that all the parties are fully involved in the research process is a hurdle ( 8 ) and stakeholder engagement is required ( 9 ).…”