What is Conservation Marketing?
We define conservation marketing as ‘the ethical application of marketing strategies, concepts, and techniques to influence attitudes, perceptions, and behaviors of individuals, and ultimately societies, with the objective of advancing conservation goals.’
Conservation marketing assumes that conservation behaviors operate in a complex environment that includes multiple competing factors, such as social norms, physical or mental barriers, and personal identity to name a few. The approach of conservation marketing is grounded in understanding one’s target audience in order to create sustainable and meaningful change.
Marketing techniques are often used to sell a commercial product, but conservation marketing applies these same or similar techniques to encourage pro-conservation human behavior change. Insights from conservation marketing can help organizations and practitioners design targeted outreach campaigns that help to mitigate negative human impacts.
Is Conservation Marketing the same as Educational Outreach?
