Social Marketing

Last month we had in Rio de Janeiro the Rio+20 UN Summit. Global leaders sat together to discuss politics on sustainable development.

I went to Rio to participate on the People´s Summit, a side event of the civil society. There we could follow some NGOs works, colective activities, protests, discussions, exhibitions… there were plenty movements! Some very political, some too utopic, some socialists and, in my perspective, a few with a real knowlegment about the issue.

Neuroscience give us a glimpse why we don´t care about enviromental issues (that is a complex term to identify everything that surrounds the mankind, including diabetes). Our brain doesn´t know how to deal with this threats. Our brains needs 4 elements to detect a threat:

  1. FACE/PERSONALITY.

       2. BE MORALLY OFFENSIVE

      3. NEEDS TO THREAT OUR PRESENT, NOT ONLY OUR FUTURE

       4.BRING SIGNIFICANT CHANGES IN THE SHORT TERM

That give us a clue why this issue is so controversial and why the UN leaders didn´t reach a common goal. It still divides too much opinions. Some experts says that there´s no evidence that the globe is getting hot. The fact I see is that the discussion of sustainable development is not about the weather, it´s about life conditions of human being. It has to deal with each one and every nation and all industries.

It´s a complex initiative in which everyone should step in. Goverments, society and organizations. But if you ask me what should be the priority I´d say SOCIETY, being critical about the products we buy, the ideas we defend, the examples we give by our actions and by our vote! Government must do its role, like regulate and oversee, but we know that corruption and lobby may interfere in this process. Organizations must do it as well, like adopting best practises and  breaking old paradigms, but it will be estimulated by laws and mainly by their consumer (SOCIETY).

Maybe it´s a long term perspective of change, but what is more effective and efficient than education (for sustainability)?

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