Using persuasion for social good

Date: 05/08/2020 Written by: Daisy 9 minutes to read.
Changing behaviour

Changing behaviour to support the wider social good is what we do. We work to understand people, why they do what they do and produce social marketing campaigns to support people to make a change. Persuasion can be a powerful tool in supporting this.

It isn’t always easy to change how people think, feel and behave. A successful social marketing campaign has many key ingredients, one being its ability to persuade people to engage in the desired behaviour. However, this ‘persuasion’ is not as simple as just convincing someone to engage in a particular behaviour.

Professor Robert Cialdini has produced six principles of persuasion, each with the potential to persuade someone to engage in a particular way through their own means. From people of authority, to maintaining public commitments, each of these principles are ultimately rooted in the influence of people’s social contexts and social peers. By utilising these influences, the six principles of persuasion can not only be used to encourage and support people to make positive changes, but can do so in a way which makes the individual think the change was their choice. Through this, people are more likely to maintain these new behaviours into the future.

In this guide, we outline each of Cialdini’s six principles of persuasion, how they can be used to support change and discuss real-world examples. Download the guide below and give it a read. If you’re interested in finding out more about social marketing and our capabilities, then get in touch with our team today!

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