Abstract
In relation to influencing human behaviour, marketing communication has proven to be highly effective. Such effectiveness is currently required to encourage a re-consideration of the relationship between people and the planet. A particular focus of this relationship is on sustainability and the need to reconcile the accessibility of the science with the conviction of the communication. Accordingly, we propose a synthesis of marketing and science communication based on a cross-disciplinary, consumer-focused approach designed to influence human behaviour in relation to sustainability. Our chapter outlines key elements of this approach and proposes a conceptual marketing-based people-focused science communication process, termed the SciCommercial Model. This model adopts social marketing objectives to: (1) influence behaviour, (2) provide a systematic planning process using marketing principles and techniques, (3) focus on priority target audience segments, and, (4) deliver a positive benefit for society. The contribution of the SciCommercial Model lies in its systematic, market-oriented approach to science communication based upon integrated marketing communication principles and practices and in its contribution to achieving the United Nation’s Sustainable Development Goals.