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Selling Hope: Science Marketing for Sustainability

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The Sustainability Communication Reader

Abstract

In relation to influencing human behaviour, marketing communication has proven to be highly effective. Such effectiveness is currently required to encourage a re-consideration of the relationship between people and the planet. A particular focus of this relationship is on sustainability and the need to reconcile the accessibility of the science with the conviction of the communication. Accordingly, we propose a synthesis of marketing and science communication based on a cross-disciplinary, consumer-focused approach designed to influence human behaviour in relation to sustainability. Our chapter outlines key elements of this approach and proposes a conceptual marketing-based people-focused science communication process, termed the SciCommercial Model. This model adopts social marketing objectives to: (1) influence behaviour, (2) provide a systematic planning process using marketing principles and techniques, (3) focus on priority target audience segments, and, (4) deliver a positive benefit for society. The contribution of the SciCommercial Model lies in its systematic, market-oriented approach to science communication based upon integrated marketing communication principles and practices and in its contribution to achieving the United Nation’s Sustainable Development Goals.

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Author information

Authors and Affiliations

  1. Department of Marketing, University of Otago, Dunedin, New Zealand

    Wiebke Finkler

  2. Department of Marketing, University of Otago, Dunedin, New Zealand

    Robert Aitken

Authors
  1. Wiebke Finkler
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  2. Robert Aitken
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Correspondence to Wiebke Finkler .

Editor information

Editors and Affiliations

  1. School of Communication and Arts, University of Queensland, Brisbane, QLD, Australia

    Franzisca Weder

  2. Department of Media and Communications, University of Klagenfurt, Klagenfurt, Austria

    Larissa Krainer

  3. Department of Media and Communications, University of Klagenfurt, Klagenfurt, Austria

    Matthias Karmasin

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Finkler, W., Aitken, R. (2021). Selling Hope: Science Marketing for Sustainability. In: Weder, F., Krainer, L., Karmasin, M. (eds) The Sustainability Communication Reader. Springer VS, Wiesbaden. https://doi.org/10.1007/978-3-658-31883-3_16

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  • DOI: https://doi.org/10.1007/978-3-658-31883-3_16

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  • Print ISBN: 978-3-658-31882-6

  • Online ISBN: 978-3-658-31883-3

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