Speak to the reflexive mind first?

When it comes to social marketing, many people make one mistake. They believe that marketing and social marketing principles are entirely interchangeable. And that belief can lead to unintended consequences. It’s why telling people not to litter can increase littering. It's why kids in schools with anti-bullying programs are more likely to get bullied. And it’s why 40 years of workplace sexual harassment programs have produced negative results.

Why do unintended consequences happen?

It has to do with the way our brains are wired. People have two types of thinking systems. One is fast and reflexive. The other is slow and reflective. If you were asked to multiply 14 by 4, you’d use your reflective mind to figure it out. If you were asked to name a colour associated with danger, you’d use your reflexive mind to land on red.

Here’s the thing: people use their quick, reflexive minds most of the time. But the mistake some social marketers make is to speak to the slow, reflective mind first. They try to help it weigh the pros and cons of certain behaviours and decisions. They emphasize awareness, facts and information, and often focus on telling people what not to do.

But a better option is to speak to the reflexive mind first. Rather than analyze—think—change, we tend to see—feel—change. The more social marketers influence what the reflexive mind sees and feels, the more they can influence positive change.

Here are some ways to influence the reflexive mind:

1.???? Normalize desirable behaviour. Because we are social beings, we are highly influenced by the behaviour of others. When the behaviour is desirable, publicize it. When it's not, don't.

2.???? Use relatable role models. We are more likely to follow people like us. Relatable role models help make people see change as possible

3.???? Affirm. People like to think well of themselves. Framing the audience as good people getting better rather than bad people who need fixing can avoid backlash and disengagement.

4.???? Use positive emotions. Positive emotions help build the emotional, social and cognitive skills that enable behaviour change

Speaking to the reflexive mind can make change easier, because no cognitive work is needed. This approach is important because when it comes to social change, the public is becoming more cynical — and becoming disengaged. According to global polling, governments are seen as neither competent nor ethical -- while NGOs are seen as ethical but only marginally competent. Getting better at this work is critical because the public will reward and follow the people who make positive change happen – leading to an upward spiral of progress and human flourishing.

Want to dive deeper? Check out my presentation at the World Social Marketing Conference in Florida earlier this month. Want to dig even deeper? Join my 8-week masterclass on social purpose marketing starting June 27, 2024.