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Background Government and private responses to the COVID-19 pandemic resulted in the generation and dissemination of personal data not previously available in the public sphere. Focus of the Article This "Notes from the Field" paper reflects on the implications of this surge of new data for the study and practice of social marketing. The paper examines how this phenomenon impacts on the following aspects of social marketing: (1) Setting of explicit social goals; (2) citizen orientation and focus; (3) value proposition delivery via the social marketing intervention mix; (4) theory-, insight-, data-, and evidence-informed audience segmentation; (5) competition/barrier and asset analysis; and (6) critical thinking, reflexivity, and being ethical. Research Question How are the government and private responses to the pandemic shaping the generation and use of personal data, and what are the implications of this eruption of data for the social marketing scholarly community? Approach The paper highlights how the pandemic resulted in significant changes in behavior of government and citizens alike, and how these changes, in turn, spurred the generation and dissemination of new personal data. Subsequently, we draw on the Core Social Marketing Concepts framework to explore how the aforementioned data explosion impacts on the six dimensions of this central framework. Importance to the Social Marketing Field The COVID-19 pandemic is more than a temporary public health event. Therefore, it is important to consider the lasting consequences that may stem from the pandemic-induced personal data explosion, for both consumers and social marketing scholars and practitioners. Methods This paper comments on a topical matter, and discusses its implications for the social marketing community. Results We find that the data explosion creates conflicting social marketing goals, and that inequalities in access to digital technology are increasingly impacting what voices are heard, and which concerns are prioritized. Moreover, new innovations may be enabled or needed, leading to the improvement of firms' ability to create value for individual citizens; the creation of new datasets—particularly among demographics that previously had a limited digital footprint—enhances the ability to segment markets and target social marketing activities. Furthermore, the pandemic-induced data explosion may lead to the identification of additional barriers to positive social behaviors that have emerged, diminished, or even disappeared during the pandemic; but researchers need to critically examine the consequences of the government and private behaviors at the macro, meso, and micro levels. Recommendations for Research or Practice We propose a research agenda for the social marketing community, consisting of 21 research questions. Limitations Our analysis focuses on the behavior of government and citizens in North America and Western Europe.

Consumers might be said to have a prediction addiction—they speculate about sports, politics, weather, stocks, sweepstakes, health, and relationships, to name just a few areas. What's more, predictions often guide their decisions.For example, they may decide to carry an umbrella after considering the chance of rain, to invest after forecasting the stock market's performance, or to marry after predicting the likelihood of marital bliss. With all this practice, one might expect consumers to be good at judging probability. However, their predictions are often wrong. ; https://digitalcommons.usu.edu/huntsman_news/1175/thumbnail.jpg

Why are men less likely than women to embrace environmentally friendly products and behaviors? Whereas prior research attributes this gender gap in sustainable consumption to personality differences between the sexes, we propose that it may also partially stem from a prevalent association between green behavior and femininity, and a corresponding stereotype (held by both men and women) that green consumers are more feminine. Building on prior findings that men tend to be more concerned than women with gender-identity maintenance, we argue that this green-feminine stereotype may motivate men to avoid green behaviors in order to preserve a macho image. A series of seven studies provides evidence that the concepts of greenness and femininity are cognitively linked and shows that, accordingly, consumers who engage in green behaviors are stereotyped by others as more feminine and even perceive themselves as more feminine. Further, men's willingness to engage in green behaviors can be influenced by threatening or affirming their masculinity, as well as by using masculine rather than conventional green branding. Together, these findings bridge literatures on identity and environmental sustainability and introduce the notion that due to the green-feminine stereotype, gender-identity maintenance can influence men's likelihood of adopting green behaviors.

Background: Many sustainability initiatives are successful and produce results that benefit the environment. However, others miss the mark and fail to produce the desired outcome. Past research has typically focused on understanding why initiatives fail, without first considering differences in how they fail. Focus of the Article: This manuscript is related to Research and Evaluation—specifically, the social marketing concept it focuses on is evaluating the outcome of sustainability initiatives. Research Question: What are the different ways in which sustainability initiatives can fail? Program Design/Approach: A multi-day workshop of interdisciplinary behavioral sustainability scholars led to the identification of five systematic differences in how sustainability initiatives can fail, suggesting that failure can take on not only different levels of severity, but different forms altogether. Within this framework, we provide examples of each type of failure. Importance to the Social Marketing Field: We argue that diagnosing how instead of just why an initiative fails offers important insights that can reduce the likelihood of future failures—insights that may be missed by a narrow focus on the why behind any given failure. Recommendations for Research or Practice: The identification of the different ways in which sustainability initiatives fail can lead to improvements in the design and implementation of behavioral interventions, facilitating successful sustainability outcomes and preventing unintended outcomes. Specific recommendations are discussed for each type of failure. Limitations: The examples in our framework are not exhaustive, but are instead intended to be illustrative exemplars of each type of failure. Moreover, as our focus is on how sustainability initiatives fail, we do not attempt to diagnose why particular initiatives fail.