Raising Aspiration - Social Marketing

A social marketing approach uses insight (in-depth knowledge and understanding gained through market research and behavioural theory) to encourage and enable desired/positive behaviours both in the immediate target audience (in this case the young people themselves: NEETs and those at risk of becoming NEET), and key influencers and other stakeholders who may be presenting barriers to positive outcomes. It develops a mix of methods to achieve these behaviours, by working with our conscious, rational decision making and also the 95% of decision making that is automatic and driven by an emotional response rather than a rational response. It achieves results by turning what we want our target audience to do into something they want to do and, therefore, will do.

 

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