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Challenging the myths of the low income earner with a Digital Mobile Program: XYZ1
Conference paper   Peer reviewed

Challenging the myths of the low income earner with a Digital Mobile Program: XYZ1

Rory Mulcahy, Ryan McAndrew, Tim Swinton, Jo-Anne Little and Neil Horrocks
World Social Marketing Conference (WSMC), 2017 (Washington DC, United States, 16-May-2017–17-May-2017)
World Social Marketing
2017
pdf
Evidence - proceedings48.59 MBDownloadView
Open Access
url
http://wsmconference.com/washington-dc-2017/View
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Abstract

Marketing
It is often assumed that low income earners accept their diminished lifestyles and have lower aspirations to own or purchase goods and services which are seen as luxury or nonessential. It is also assumed that low income earners should not be targeted by social marketers using digital technology due to the digital divide whereby digital literacy and access reduces with income. In an age where digital approaches provide the opportunity to reach large markets in a personalized manner, the need to discover ways to use digital for low income earners is important. This study reports the findings of a quasi-field experiment of 1241 low income Households in Australia as part of a digital social marketing program to reduce electricity consumption. The findings bust the myths about reduced material possessions and digital access by low income earners and provide rigorous evidence that a digital social marketing program can be effective for generating behaviour change and impact.

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