To What Extent Is Social Marketing Used in Demand Reduction Campaigns for Illegal Wildlife Products? Insights From Elephant Ivory and Rhino Horn

• Published in: Social marketing quarterly 2019-03, Vol.25 (1), p.40-54
• Main Authors: Greenfield, Steven, Veríssimo, Diogo
• Format: Article
• Language: English
• Subjects: Biodiversity; Elephants; Social marketing; Wildlife conservation; Wildlife trade
• ISSN: 1524-5004; 1539-4093
• DOI: 10.1177/1524500418813543

The illegal wildlife trade is a global threat to biodiversity as well as to public health and good governance. As legislation and law enforcement have been insufficient to protect many wildlife species, conservationists are increasingly focused on campaigns to help reduce demand for wildlife products. Social marketing is increasingly being used to support biodiversity conservation efforts, but the extent of its use has seldom been researched. Based on interviews with conservation practitioners, we assess the extent to which social marketing has been used in demand reduction campaign design. We do this by investigating the level to which demand reduction campaigns met the benchmarks defined by the UK’s National Social Marketing Centre. We focus on rhino horn and elephant ivory, two high-profile products in the illegal wildlife trade and in China and Vietnam given their role as key consumer countries. We also investigate how conservation practitioners view the opportunities and challenges of using social marketing in the context of reducing demand for illegally traded wildlife products. Our findings highlight that there are substantial gaps between best practice in social marketing and current practices in the design of demand reduction campaigns. However, several elements of social marketing are widely utilized and a platform exists from which to build more comprehensive behavioral influence campaigns in future. In terms of future needs, practitioners highlighted the need for independent consumer research upon which to build target audience insights, a focus on broader audience segments beyond the product consumers, and the improvement of collaborations across institutions.