Beyond Social Marketing

Nadine Richet final report: Sustainable Development  ISG 2015

Nadine Richeer final report - fostering sustainable behaviour imageThe concept of sustainability is perceived differently by different people, spread in different countries and belonging to different cultures. Yet, a large part of humanity around the world are still fighting to survive without any access to their basic needs (food, water, electricity….). Indeed, in most of the eastern countries (AFRICA, MEA, part of ASIA and LATIN AMERICA), most nations are still struggling against what we call ‘big causes’ such as war, terrorism, illness, famine and poverty. Clearly, their main objective is to protect their basic needs and rights to exist as human beings.

Discussing with them about sustainable behavior may be meaningless, irrelevant or furthermore a hurt to their emotions and feelings. It is so simple, all what they need is to keep surviving…The sustainability dimension is a sophisticated concept for them. While, in Western cultures, sustainability is an important issue even if it is not of high priorities compared to economic interests. Wealthy nations are quite engaged and conscious about this important issue. They are receptive to adopt a sustainable behavior especially if the right message is well tailored to their needs and values. They are ready to break with bad habits and replace them by sustainable one. They are ready to make the efforts to change in order to behave sustainably. However goals cannot be reached without the involvement of government, non-government institutions, nonprofit organizations and behavioral psychologists.

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Submitted in partial fulfillment of the requirements of the IMBA Seminar on Sustainable Development, Economy and Democracy of the Institut Supérieur de Gestion, Paris, March 2015.

In accordance with the French law “Informatique et Libertés” of the 6th of January 1978 amended in 2004, students have a right to access and rectify their personal information collected on this website (see the Legal Terms).


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