Who do you think you Are? An Examination of how Systems Thinking Can Help Social Marketing Support New Identities and More Sustainable Living Patterns

In an effort to respond to the challenges faced by the environment and society, a plethora of social marketing campaigns have been launched to encourage the adoption of sustainable living patterns. We argue that the majority of these campaigns appeal to existing, self-interested or materialistic values that may lead to limited behaviour change. All too often these campaigns leave fundamental systematic environmental challenges unchanged, and may even undermine any considerations that people have around the change direction. We suggest that changing behaviour is ultimately about helping society and individuals reframing their identity. A systems theory approach, which acknowledges society as a complex adaptive system, is suggested as providing a useful framework for social marketing campaigns in supporting new identities and increasing sustained behavioural change.