Everyone knows that society needs change. The dimension of social needs – be it in emerging markets , be it in the richer and rich countries – is obvious.
But is there really the desire to change? And if so, how strong is this desire?
Many programs fail because they do not take into account that behavior change is a journey, not a short-term activity process. A common mistake is not realizing how important it is to create the desire to change. To create a virus of changing for social good that infects people, companies and entire societies.
Social activities are often seen as a good to have when everything else works. If money is there, and time allows. It is somehow still a secondary effect to act and become social responsible.
The virus of change
But we can learn from business. For example, before mobile phones were widely used, the greatest barrier was not the absence of telephones or other communication tools, but that people had no desire to have a similar tool and with it completely new ways to connect and did not feel the need.
Successful marketing involved activating that latent need for personal communication and information sourcing as a first step before the usage of the new approach became broadly prevalent.
Everyone is aware today that we cannot and are not willing to make it anymore without mobile phones play today. Everywhere, in each part of the world.
What, if we could create this level of desire for social change?