Understanding and applying systems theory is critical for social marketers. Be inspired by Professor Linda Brennan’s talk on how to understand systems in social marketing and how using the systems social marketing toolkit can help you in your behaviour change work.
We all live within socio-cultural systems with multi-levels and multi-directional influences. Behaviours are influenced by a variety of factors that work together as a system. These include family and friends, the neighbourhood, local community, institutions and the social/political structure. All can affect an individual’s ability to change.
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Professor Linda Brennan is based in the School of Media and Communication at RMIT University. In the lead-up to becoming a full-time academic Professor Brennan had an active consulting practice in marketing and strategic research, working with a variety of markets, projects and industries. Her industry projects have included government, not-for-profit and educational marketers. Her research interests are social and government marketing and especially the influence of marketing communications and advertising on behaviour. She is a member of the Cooperative Research Centre for Digital Health as well as the Fight Food Waste CRC. Her NHMRC grant Communicating Health applied a co-design and co-creation over a three-year period and has resulted in a toolkit to help health professionals communicate with young people about health and nutrition.