Delivering Global Change

Welcome to our fourth edition. There has never been a greater need for a behaviour change discipline like social marketing, nor a better time to study it. The problems we humans face, especially the ecological trio of pollution, biodiversity loss and climate breakdown, show us that we need to make fundamental changes to our way of life. Social marketing provides the principles and practices that will enable us to do this. This first chapter provides you with a guide to the book and an introduction to the subject. With it, you can plan your study and start to hone your change-making skills.