How acceptable is social marketing for more healthful eating? Selected findings from an expert interview study
- 15.11.2013
- English Articles
- Jessica Aschemann-Witzel
- Federico J. A. Perez-Cueto
- Barbara Niedzwiedzka
- Wim Verbeke
- Tino Bech-Larsen
Peer-reviewed | Manuscript received: May 15, 2013 | Revision accepted: August 19, 2013
Social marketing is defined as applying a marketing approach to a social cause. Regarding public activities for promoting more healthful eating, acceptance and successful implementation are still lacking. In a series of European-wide expert interviews, the conditions for popularizing social marketing in healthy eating campaigns and policies were discussed. Three questions and their answers are discussed.
Background and approach
Public authorities on international, EU and national level are implementing strategies and policies to promote more healthful eating and an overall healthy lifestyle including sufficient exercise [1]. A broad list of measures can be used, ranging from classic information campaigns, educational activities to a change in food choice and eating environments (socalled “choice architecture”). The choice of foods can be influenced by voluntary agreements with the food sector, which might commit to advertising restrictions or reformulation, or legal action such as banning substances, prohibiting certain forms of advertising or marketing, or taxing unhealthy ingredients [2]. Which measures will be most effective in which case is often difficult to assess. On top of that, the discussion about the right choice of measures is influenced by different political directions, self-interest and diverging opinions about the responsibility for the problem as well as the solution. Therefore, scientific analyses of the advantages and disadvantages as well as the effectiveness of measures can help advance the debate in a constructive manner.
Summary
The social marketing approach – that is to say applying marketing concepts and methods for social purposes – is not yet customary in promoting a balanced diet. Key success factors for communicating health-related information were identified in a case study exploring successful commercial food marketing. In a subsequent Delphi expert survey, it was discussed which resources and skills are needed to successfully implement these factors in public campaigns. Most experts advocated their use, but suggested a number of conditions for their responsible use. They discussed public authorities’ strengths and weaknesses regarding resources and skills and outlined how public authorities can acquire or improve the competences needed.
Keywords: social marketing, success factors, experts, transferability
