Marketing Magazine, February 2011
The Big Society has been taking a battering. The fact that two thirds agree it is the government's attempt "to put a positive spin on the cuts" says it all. David Cameron might keep telling everyone he passionately believes in it, but it can seem like he’s the only one.
Part of the problem lies in the way the story has been told. It is an unashamedly big idea. It demands a cultural shift, a change in the way we think and behave. And it demands this from everyone – the government, businesses, individuals, voluntary organisations. It’s about everyone doing their bit, because that’s the only way to tackle the sort of complex problems we face. No one can address obesity, or climate change alone. All too often the government discourse suggests it’s all about volunteers. It’s also failed to explain why it wants a Big Society. The timing is unfortunate - it would have been much easier to launch an idea round adding quality, autonomy and humanity to life in prosperous times. But this means when it comes to telling the story, the government needs to work much harder.
Remedy:
- Stop banging on about volunteers! Start talking about what individuals can do and are doing. About businesses. The government too. This has to be about everyone
- Continually remind people about the breadth of the concept. And put it in the context of the sort of problems we face. And how it can make lives better, richer, more rounded
- Show people it’s already happening. That it’s not something new. And it’s not that difficult. And use this to inspire more of it.
