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Doug McKenzie-Mohr, Ph.D.

Community-Based Social Marketing Workshops


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.

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