About Us

What motivates people to change their behavior for the better? Good question! It’s one we contemplate daily as we face the health, safety, and environmental issues that drain the vibrancy out of our community.

The Grayson Group brings together talented communication professionals to create multi-platform campaigns aimed at informing and influencing the behaviors of targeted populations. Our most recent work is in the areas of transportation, health, and substance abuse prevention.

We use the term Social Change Marketing to describe this work. It involves delving deeply into the values, beliefs and mindsets of the people we want to connect with, and collaborating with them to develop a pathway for change.  We employ numerous approaches to research, including interviewing, focus groups, online surveying, intercepts, and direct observation.

For over twenty years, the term “Social Marketing” has been applied to marketing campaigns that aim to influence behavior, often health behaviors, rather than sell products. Since the emergence of social networking on the internet in the past 5-10 years, the term Social Marketing is now often used to describe commercial marketers’ use of online social space as a means to market to their customers. To alleviate the confusion of these disciplines, we include Change to more closely align with our goals of advancing social change.