Many social changes hinge on good marketing. But what are social marketers to do when their target audience couldn’t care less about—or even despises—the change they want to make? That’s the situation we encountered in 2003, when we joined the Utah Wind Working Group, a cross-sector volunteer forum organized to inform stakeholder groups about wind energy opportunities for the state of Utah. The Utah Energy Office sponsored our group, with funding from the U.S. Department of Energy’s...

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