Folks, you may need to register with the Washington Post to read this article (registration is free), but I think it’s worth it:
Social Networks’ Sway May Be Underestimated
It summarizes a study on how networks of people in a wider community shifted their norms on smoking. People who knew somebody who quit were more likely to quit themselves, and those who kept smoking became socially isolated over time.
I think the takeaway point here for nature protection and pollution control experts is that real people make many of their decisions based on what those around them are doing. Traditional conservation communications often fail because they provide individuals with factual information so they can make rational decisions — an approach which generally misses the peer-influence boat.
Modern social marketing theory and practice anticipate the importance of peer-influence. We focus on getting the ball rolling with receptive individuals, and progressing from there to those who are more resistant.
It was a pleasure to deliver Water Words That Work to attendees of the National Volunteer Water Monitoring conference in Atlantic City last week. It was even more fun to float the the Mullica River with you the next day. As promised, here is the PowerPoint of my presentation.
Well, after being a member of the River Management Society for many years, I finally made it to one of the conferences. Here is the PowerPoint for my presentation “Making Rivers Relevant to New Audiences.” Hat tip to Liz Lacy at the National Park Service for organizing this fascinating discussion.
It sure was fun to deliver this presentation at the 2008 River Rally! Nice to meet you all.
