Stanford Social Innovation Review : Informing and inspiring leaders of social change

SUBSCRIBE | HELP

Environment

Sell the Wind

How to get everyday people to care about alternative energy

 

Many social changes hinge on good marketing. But what are social marketers to do when their target audience couldn’t care less about—or even despises—the change they want to make? That’s the situation we encountered in 2003, when we joined the Utah Wind Working Group, a cross-sector volunteer forum organized to inform stakeholder groups about wind energy opportunities for the state of Utah. The Utah Energy Office sponsored our group, with funding from the U.S. Department of Energy’s...


Want more? Sorry, the full text of this article is only available to subscribers. Subscribe now.

Already a subscriber? Please log in by entering your email address and password into the red login box at the top-right corner of this page.

Need to register for your premium online access, which is included with your paid subscription? Register here.

Tracker Pixel for Entry