Social marketing and outdoor recreational advocacy groups: Lessons from a rock climbing campaign

Abstract Social marketing is the application of classic marketing techniques to promote socially beneficial behavior. This paper examines the opportunities for applying social marketing by outdoor recreation advocacy groups. Highlighting a successful campaign to promote environmental behavior among rock climbers, findings from this research are examined to demonstrate applications of social marketing to support similar organizations. In the examined campaign, a sample of rock climbers were surveyed. Cluster analysis revealed three distinct segments with significantly different environmental attitudes and past commitments to environmental behaviors. The cluster labeled ‘The Project’ showed a high level of willingness to change behavior and need for intervention. A focus group of individuals from this cluster then answered questions identifying their barriers to responsible behavior, motivations for acting more sustainably, and ideas for encouraging others to participate in a general campaign. Results were presented to an environmental non-profit organization, which aims to promote conservation by, and for, rock climbers. Findings assisted their campaign targeting entry level climbers and indoor facilities. Specifically, co-creation with the recreational and advocacy groups, framing interventions within the 4Ps for project planning, and leveraging public commitments significantly improved efforts. The successful campaign is examined to describe how social marketing may be leveraged by similar advocacy groups. Additional ideas for intervention and areas for future research are also discussed.