Science of community-based social marketing
Bio: For over three decades Dr. McKenzie-Mohr has been working to incorporate scientific knowledge on behavior change into the design and delivery of community programs. He is the founder of community-based social marketing and the author/co-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 become requisite reading for those who deliver programs to promote sustainable behavior. More than 70,000 program managers have attended workshops on community-based social marketing that he has delivered internationally.
Dr. McKenzie-Mohr has worked internationally with a diverse array of governmental and non-governmental agencies, assisting them in identifying the barriers to behavior 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 organization, “Holis: The Society for a Sustainable Future,” and as a member of Canada’s National Round Table on the Environment and the Economy. His work has been featured in the New York Times and he is the recipient of the American Psychological Association’s inaugural award for innovation in environmental psychology. He is a former Professor of Psychology at St. Thomas University in New Brunswick, Canada where he co-founded the Environment and Society program.