This week, we were posed with a very interesting proposition to explore the dynamic between social media, marketing, and environmental outcomes. When asked the question:
“Can environmental outcomes be effectively achieved through a clever social media campaign, social innovation or marketing approach?”
My immediate response was yes they can. In fact, it was more along the lines of well duh, obviously. But upon further reflection, the thought of whether myself at the start of this unit would have been reached the same conclusion as the current version of me came up. I know a lot more now than I did at the start of the unit in that I now realize how large a role public opinion could have on something like wastewater treatment (I had no idea people were so opposed to drinking treated wastewater). And then I realized, in reality, the answer is not so obvious and straightforward as that. After all, how many people would really say that the key to stopping pollution would be a well-placed facebook ad or a witty marketing campaign? Not a lot, right? And yet, now I believe that whilst it may not be THE key to achieving environmental outcomes, it is certainly the FIRST key in a chain of many that unlock the path to environmental sustainability.

This led me to re-evaluate my answer and instead I came up with this reformed version. Environmental outcomes can be achieved but not solely through these platforms. Instead what these methods do is drive and build the momentum that can lead to the desired outcomes and changes.
To explore this further, we must first evaluate the purpose behind marketing and social media campaigns. The primary goal of these public displays is to shift public opinion or understanding. And while public opinion is a powerful and sometimes underestimated driving force, it is still effectively a tool that requires proper handling and direction to achieve meaningful results. I go through an example exploring this idea in this week’s vlog so be sure to check that out below.
So how does one effectively alter public opinion to push environmental agendas? Well, I watched this really interesting TED talk which I think does a really good job explaining how. The talk essentially appeals to the concept of “framing” as a means to change people’s perception. This is a concept we have discussed previously whereby environmental engineers often appeal to companies to be more environmentally friendly by pitching the idea in a way that highlights the benefits for the company. This is also a concept I have alluded to in the past with my previous blogs. Most notably in regards to this UN report and more specifically in regards to resource recovery. The report specifically states:
Awareness raising and education are the main tools to overcome social, cultural and consumer barriers and to significantly contribute to building trust among consumers and changing public perception about wastewater use. Such awareness campaigns need to be tailored to consumers with different cultural and religious backgrounds.
But not only does the environmental agenda being pushed have to be framed in the right way, it also has to be pushed to the right people. While the general public are still major stakeholders that require appealing to, I believe that more attention is warranted towards policymakers as once momentum has built, it lies on the shoulders of policy and bureaucracy to lead forth next stage. To finish this week’s blog, There is a quote by the philosopher Ivan Illich which stuck with me this week throughout writing this blog.
Neither revolution nor reformation can ultimately change a society, rather you must tell a new powerful tale, one so persuasive that it sweeps away the old myths and becomes the preferred story, one so inclusive that it gathers all the bits of our past and our present into a coherent whole, one that even shines some light into our future so that we can take the next step… If you want to change a society, then you have to tell an alternative story.







