There are substantive and meaningful contributions being made to transition to sustainability. Community-Based Social Marketing is helping humanity make this transition more gracefully.

The cornerstone of sustainable and healthy communities is behaviour change. Sustainability requires that individuals and businesses engage in diverse actions, such as reducing waste, increasing water and energy efficiency, altering transportation habits, and protecting native species. Healthy lifestyles require individuals to make smart food choices, exercise, avoid smoking and excessive sun exposure, and engage in a myriad of other actions. Research demonstrates, however, that the traditional approach of using ads, brochures or websites to encourage behaviour change simply doesn’t work. A new approach, community-based social marketing, is now being used effectively in numerous programs across the globe. We invite you to attend a workshop with the founder of community-based social marketing, Dr. Doug McKenzie-Mohr, as the training provided will fundamentally change the way you think about program delivery.

About Doug McKenzie-Mohr, Ph.D.

Doug headshot

For over two decades Dr. McKenzie-Mohr has been working to incorporate scientific knowledge on behaviour change into the design and delivery of community programs. He is the founder of community-based social marketing and the author of three books on the topic. One of these books, “Fostering Sustainable Behavior: An Introduction to Community-Based Social Marketing,” has been recommended by Time Magazine and has become requisite reading for those who deliver programs to promote sustainable behaviour. He has delivered community-based social marketing workshops internationally for over 60,000 environmental program managers.

Dr. McKenzie-Mohr has worked internationally with a diverse array of governmental and non-governmental agencies, assisting them in identifying the barriers to behaviour change and in developing and evaluating community-based social marketing initiatives to overcome these barriers. He has served as an advisor for Canada’s public education efforts on climate change, as the coordinator of the international organisation, “Holis: The Society for a Sustainable Future,” and as a member of Canada’s National Round Table on the Environment and the Economy. In Australia he has advised on a large number of initiatives, including programs targeting waste reduction, transportation, water and energy efficiency, and conservation, among others.

His work has been featured in the New York Times and he has been awarded the Canadian Psychological Association’s “Psychologists for Social Responsibility Research and Social Action Award,” and the “Society for the Psychological Study of Social Issues Public Advocacy Fellowship.” He is a former Professor of Psychology at St. Thomas University in New Brunswick, Canada where he co-coordinated the Environment and Society program.

Selected Accolades

Books & Articles

  • Preface: Motivating Change Author, 2013
  • Social Marketing to Protect the Environment: What Works Co-Author, 2011
  • Fostering Sustainable Behavior: An Introduction to Community-Based Social Marketing (3rd Edition) Author, 2011
  • Fostering Sustainable Behavior: Beyond Brochures Author, 2008
  • Fostering Sustainable Behavior: An Introduction to Community-Based Social Marketing (2nd Edition) Co-Author, 1999
  • Promoting a Sustainable Future: An Introduction to Community-Based Social Marketing (1st Edition) Author, 1996
  • Psychology and the Promotion of a Sustainable Future Co-Editor, 1995

Recent Keynotes

  • Columbia, South Carolina: Association of Zoos & Aquariums March, 2015
  • Hong Kong: International Zoo Educators Association September, 2014
  • Honolulu, Hawaii: Hawaii Conservation Conference July, 2013
  • Toronto, Ontario: World Social Marketing Conference April, 2013
  • Sacramento, California: Behavior Energy and Climate Change Conference November, 2012
  • Brisbane, Australia: International Social Marketing Conference June, 2012
  • College Park, Maryland: Smart and Sustainable Campuses Conference April, 2012
  • Dhaka, Bangladesh: World Social Marketing Forum March, 2012
  • London, England: Challenging Behaviours Conference April, 2011