Network television has transitioned from product placement to behavior placement. The Wall Street Journal ran an article last year discussing the growing trend. In highlighting targeted behaviors such as recycling, community service, healthy eating, or exercise the networks have then been able to secure advertisers who are leaders in marketing to each of these targeted behaviors.
It makes me wonder what the social sector can attract as it contemplates behavior placement? What opportunities exist to maximize the return on trustworthiness, authenticity, transparency, community-mindedness? These are incredibly valuable attributes and have both an intangible and real value. In what ways can your enterprise find a collective vision with a major sponsor looking to highlight specific behavior placement?