Session 2

Beyond the marketing paradigm

In this second session we will explore the idea that we need to change the way we think about how we engage audiences with climate messaging. The way we think is indirectly contributing to the harm we are trying to overcome and restore. We will explore what a paradigm is, how we think through them, and trying to solve the climate crisis through the marketing paradigm is counter productive.

We will explore what the marketing paradigm is, why we willing adopt it (despite the harm it causes) and why we need to shift from the logic of the marketing paradigm towards a new storytelling paradigm.

This session will give you key insights into marketing theory and the long term psychological harm this approach has on our common psyche. Only until we shift from the marketing paradigm will we ever move towards engaging audiences in a more authentic and meaningful way, motivating them into long term behavioural change.

Coming Soon – 21 July 2022

Cost: £25 per session, or £125 for the whole course (discounts available)

Whatever your cause, whether it is environmental, poverty, social, animal, disabilities, gender or faith, we can help you to engage and motivate your audiences into action through a combination of training, consultancy, and developing story-rich resources.

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  • 09:30AM - 5:30PM

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New motivational theory

Standard motivational models tend to conflate the different stages of intrinsic motivation (self-regulation) into a single category or to view intrinsic motivation only in terms of utility (i.e. improved outputs). 

The result is that our current motivational models are no longer fit for purpose in terms of working with higher values, or how to create long-term behavioural change. 

Creating a new and expanded model, utilising insights from neuro-psychology, offers some profound insights on how to create meaningful change on the issues we care about.