Changing human behavior is a complex process, and social marketers working to influence people’s actions on health or social issues must possess a wide array of skills.
The field has evolved over the years, drawing on proven methods and tools from other disciplines to create behavior change in individuals and across societies. Students and professionals, too, come to social marketing from a variety of paths.
Because the approach initially came of age in the 1970s and 80s in an international development context to promote behaviors like family planning, immunizations and use of oral rehydration solution, public health tends to be the field that generates the most social marketers. However, the field also draws professionals from the commercial marketing side who are attracted to making a positive impact on social issues, as well as those working on environmental issues, social services and nonprofit management.
About the author
Nedra Weinreich
Nedra has over 25 years of experience helping nonprofits and public agencies create positive change on health and social issues. She is the author of the book "Hands-On Social Marketing: A Step-by-Step Guide to Designing Change for Good" and has trained thousands of professionals through Social Marketing University and other workshops. She is president of Weinreich Communications and is on faculty at the UCLA Fielding School of Public Health.
