Impact & ice cream: Making research matter with social marketing

Social marketing refers to the use of marketing and behavioural science to influence behaviours that benefit individuals and society. It can also be applied to explore how research findings can be translated into impactful strategies that shape public debate, engage stakeholders, and drive meaningful societal change. Importantly, understanding these approaches can give new ideas for any researcher aiming to enhance the societal impact of their work.

Heini Taiminen is a Senior Lecturer at the University of Jyväskylä, specialising in social marketing and its application in advancing societal well-being through research-based approaches. Her research interests include strategic communication, customer orientation, behaviour change, well-being–promoting (digital) services, and the construction of everyday well-being. In her work, Taiminen focuses on how marketing and communication can contribute to a more sustainable society in which everyone has the opportunity to thrive.

INVEST Impact Network brings together INVEST researchers interested in learning more about the societal impact of research. At the meetings, we’ll discuss, share experiences and learn from each other. The meetings are open to all INVEST staff. Join us for an afternoon of conversation, insight and good company.