Creating a Social Change Movement

In a webinar I delivered recently with the Conservation Psychology Institute, I focused on the Diffusion of Innovation Theory. I really enjoy showing this theory as an explanation for how social movements and norms happen. And what I find even more exciting is that I can recognize how movements happening today are reflecting this process. We can see this diffusion […]

How Conservationists Can Overcome the Awareness-Action Gap

This post originally appeared on the Fun Easy Popular blog hosted by Marketing for Change. Recently at a happy hour gathering, I started a discussion with my friends about overfishing and the depletion of global fish stocks (yup, I’m that exciting in a social setting). In response to the information I was sharing, my friend commented that he didn’t realize our oceans […]

The carrot + the stick: balancing motivation and enforcement when reducing illegal activity

Not in the mood to read? Well, good news! You can listen/watch this blog instead – just connect to the recorded webisode here. The topic of enforcement typically surfaces early on when planning projects that aim to reduce incidents of illegal behavior, whether it’s illegal fishing or driving without using a seatbelt. And often the question is: which do we tackle […]

Target audiences: who will be in, who will be out?

“There are just too many damn audiences to reach. You’ve got the community, the politicians and law makers, wives and school children, the donors and financiers, field workers, and the list just won’t stop. So why do you keep telling me – BROOKE –  that I need to pick just 1 target audience?!?!” I know, it sucks. But let me […]