Professor Douglas West and Dr Gillian Kingston, Research Director, M&C Saatchi World Services discuss how social marketing can change behaviours. Why is behavioural change a bonfire, not a firework? What makes a successful campaign?  What research techniques matter?  And why is it just as important to understand your competitor as it is in commercial marketing? 

Learn more about King’s Business School at https://www.kcl.ac.uk/business

CONNECTIONS: How to make Financial Advice Accessible for all Genders (Part 1)

Bringing together King’s Business School’s sharpest thinkers with the first hand insight from leaders in the world of business, public service, science and beyond.

Each episode, Connections discusses the issues and ideas shaping the economy and society, and zooms in on the personal stories that help us make sense of the impact we can have in our careers, as consumers and in our communities.