Corporations are increasingly tasked with addressing significant environmental sustainability concerns such as natural resource depletion, air quality, and marine debris. Without exception, the success of any sustainability effort hinges on behavior change on the part of individuals.
Community-based social marketing (CBSM) has emerged as an effective approach for developing and revitalizing strategies that achieve measurable behavior change. CBSM is an evidence-based process that goes beyond knowledge and awareness raising to remove barriers, increase motivation, and change behavior through the application of social science tools. The session will include case studies to demonstrate the theoretical foundations and guidance for how to apply the process in corporate, consumer, and industry contexts.
Project Manager, How2Recycle, GreenBlue
After spending the last few years in the Hampton Roads area, Caroline returned to her hometown of Charlottesville to join the GreenBlue team as a Project Associate for the Sustainable Packaging Coalition focusing on the How2Recycle program. She holds a B.S. in Psychology and two minors in Environmental Studies and Spanish, and is currently pursing her Masters Degree in Natural Resources from Virginia Tech. Previously, Caroline worked in marketing and management for a real estate firm, led a sustainable agriculture camp for local youth, and studied in the Ecuadorian highlands of the Andes and lowlands of the rainforest. In her free time Caroline loves practicing yoga and playing with her dogs.
President, Action Research
Jennifer Tabanico is President and owner of Action Research, a firm that specializes in changing behavior for the public good by applying marketing and social science research to outreach programs that promote safe, healthy, and sustainable communities. Jennifer has a Masters degree in Experimental Psychology and more than 16 years of experience developing and implementing community-based programs for public and private agencies. Ms. Tabanico has conducted dozens of behavior change trainings and presentations, and her work has been published in a variety of outlets including the Journal of Environmental Psychology, Social Influence, Social Marketing Quarterly, and the Handbook on Household Hazardous Waste. Jennifer also currently serves as an Editorial Board member for Social Marketing Quarterly and as an instructor for the University of California San Diego (UCSD) Extensions Behavior Change and Sustainability certificate program.