A social marketing perspective on treating customers fairly

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This Thinkpiece looks at what can be learnt from the field of social marketing when the "product" being sold is behavioural change.

The author examines the NHS Clean Your Hands campaign as a case study from another regulated industry with a clear duty of care. The NHS also operates within strict compliance criteria and is an example of an industry where a crisis in confidence and trust triggered public concern and regulatory change.

The Thinkpiece then draws on social marketing theory and practice to illustrate what can be learned and adapted to the financial services industry.

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