The key to an effective social change strategy is having a deep understanding of the customer (or client) who will be the target for your social marketing strategy. Your first step in planning an effective social change strategy is to have a clear customer orientation, which requires you to develop a robust understanding of the client, and a holistic understanding of their lifestyle. A clear customer orientation is important to good social marketing strategy design, as it requires a clear and unequivocal focus on achieving impact on people’s behaviour, which is informed by a strong behavioural analysis. A behavioural analysis is grounded in background research on current behavioural patterns and trends to explain: (1) an understanding of the “problem behaviour”, and (2) the “desire behaviour” (what behaviour you what people to adopt, or how you want them to change).
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