Marketing for Change
Marketing for Change is a privately-held B2B research and creative agency that applies behavioral science to design campaigns and digital products for government agencies, foundations, and nonprofits across health, environment, and civic verticals.
- Company typePrivate
- Founded2005
- HeadquartersOrlando, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Marketing for Change does
Marketing for Change Co. is a privately-held B2B research and creative agency founded in 2005 and headquartered in Orlando, Florida, with additional offices in Alexandria, Virginia and Denver, Colorado. The firm applies social psychology and behavioral economics to design behavior-change campaigns and products for government agencies (e.g., CMS, FVAP, CDC), private foundations (e.g., Bill & Melinda Gates Foundation, Horizon Foundation, Arcora Foundation), and nonprofits (e.g., ACMI, National Volunteer Fire Council). Its core intellectual asset is the proprietary Behavioral Determinants Framework (BDF), a 12-category methodology developed from a 1991 National Institute of Mental Health workshop and operationalized since the firm's founding; the framework is often simplified into a 'Fun, Easy, Popular' heuristic and codified into a commercial card game, 'Change. The Game.'
Marketing for Change firmographics
Firmographics- Name
- Marketing for Change
- Legal name
- Marketing for Change Co.
- Website
- https://marketingforchange.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Marketing for Change is a privately-held B2B research and creative agency that applies behavioral science to design campaigns and digital products for government agencies, foundations, and nonprofits across health, environment, and civic verticals.
- Ownership category
- akta.pro rank
Marketing for Change industry classification
Industry- Product category
- Behavior Change Marketing Services
- NAICS
- Advertising Agencies (54181), Marketing Research and Public Opinion Polling (54191), Other Services Related to Advertising (541890)
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- Marketing Transformation & Change Management (MPAAAFAO)
- akta.pro secondary industry
- Cause Marketing & Co-Promotions (BPAFAMAK)
Keywords
Where Marketing for Change is headquartered
LocationHeadquarters
- HQ city
- Orlando
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Marketing for Change business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Agency Services: Marketing for Change generates revenue through project-based and retainer engagements with government agencies, foundations, and nonprofits. Services include consumer research, campaign design, creative development, media buying, and campaign execution. Almost all work—including video, web development, animation, research, media buying—is done in-house.
Go-to-market motion2 records
Distribution channels2 records
Marketing channels6 records
Marketing for Change product offering
Product offeringCore offering
Marketing for Change is a marketing, research, and product development firm that applies social psychology and behavioral economics to design behavior change campaigns. The firm partners with government agencies, foundations, and nonprofits to develop research-backed creative work and accompanying products (such as digital tools and games) that motivate audiences toward healthier, safer, and more sustainable behaviors.
Product overview
Marketing for Change is a research and creative agency propelled by behavioral science. Their core offering is the Behavioral Determinants Framework (BDF), a proprietary methodology often referred to as 'Fun, Easy, Popular,' which is operationalized through a card game called 'Change. The Game.' The company operates an Insights Center as a content and resource hub. Their work also includes campaign-specific digital products such as Better Beverage Finder and Switch the Drink. Beyond proprietary frameworks and tools, they offer a suite of services including rapid research synthesis, consumer research, campaign design, branding, user testing, campaign execution, product development, and monitoring/optimization. All services are delivered through an in-house team spanning creative, strategy, research, and production.
Differentiator
Problem solved
Functional benefit
Products and services
- Consumer Research
- Campaign Design
- Branding
- User Testing
- Campaign Execution
- Product Development
- Monitoring and Optimization
- Rapid Research Review
- Change. The Game.
- Better Beverage Finder
- Switch the Drink
Quantifiable outcome
- Howard County soda sales dropped 20% after three-year campaign
- +4 more outcomes
Companies that use Marketing for Change
Customer profileNamed customers11 records
Segments4 records
Ideal customer profiles2 records
Marketing for Change technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Marketing for Change partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Art Educator InfluencerscorePartnership with popular art educator influencers on Facebook, Instagram and YouTube to develop video lesson plans and posts for their active followings, supporting the Non-Toxic Classrooms campaign for the Art and Creative Materials Institute.
- Better Choices CoalitioncoreCoalition supporting the Howard County Unsweetened campaign that successfully pressed for changes in public spaces, government policies, and school grounds.
Scale indicators7 records
Recent moves5 records
Expansion highlights5 records
Marketing for Change competitors and assessment
Company assessmentDirect peers
- Ideas42: Ideas42 is a behavioral science research and design nonprofit that applies insights from behavioral economics to social problems. It is the closest methodological peer to Marketing for Change, with overlapping client profiles (government agencies, foundations, NGOs) and a similarly research-anchored, framework-driven approach to designing behavior-change interventions.
- Rare: Rare is a behavior-change organization specializing in environmental conservation campaigns that partner with governments, NGOs, and community leaders. Like Marketing for Change, Rare applies social marketing and behavioral science to drive measurable environmental and social outcomes, often working through coalitions and measurable campaign KPIs.
- Fors Marsh Group: Fors Marsh Group is a research and communications firm that applies behavioral science, survey research, and strategic communications primarily to U.S. federal government clients. It competes directly with Marketing for Change for federal agency behavior-change contracts and shares the research-anchored, integrated campaign model.
- GMMB: GMMB is a creative agency that develops campaigns for causes, nonprofits, foundations, and government clients. It directly competes with Marketing for Change in the public-interest advertising space, with similar integrated research/creative/strategy capabilities and a comparable emphasis on measurable social outcomes.
- The Ad Council: The Ad Council produces cause-marketing campaigns on behalf of government agencies and nonprofits (health, civic engagement, safety). It is directly comparable to Marketing for Change in producing behavior-change PSAs and public-interest campaigns, though typically at larger national scale with donated media support.
Regional players
- The Behavioral Insights Team (BIT): BIT is a UK-headquartered social purpose company spun out of the UK Cabinet Office that applies behavioral science to government and social sector challenges. It is methodologically nearly identical to M4C (behavioral frameworks, randomized trial design, government focus) but is primarily UK/EU-focused and does not directly compete in the US public-sector market.
Broad incumbents
- Ogilvy: Ogilvy is a global advertising and communications holding company with a dedicated behavior-change practice (Ogilvy Consulting) that applies behavioral science to public-interest and commercial campaigns. It overlaps with Marketing for Change on cause-marketing RFPs but competes from a vastly broader portfolio of services and global scale.
- McKinsey (Behavioral Science Practice): McKinsey operates an established behavioral science practice that advises governments, multilaterals, and foundations on applying behavioral insights to policy and program design. It overlaps with Marketing for Change on government and foundation RFPs but offers a much broader management consulting portfolio and global delivery model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Marketing for Change social profiles
Digital presenceMarketing for Change financial estimates
Financial estimateRevenue estimate
Valuation estimate
Marketing for Change leadership team
Management profileNumber of profiles
Profiles5 records
Marketing for Change funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Marketing for Change M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Marketing for Change
What does Marketing for Change do?
Marketing for Change is a marketing, research, and product development firm that applies social psychology and behavioral economics to design behavior change campaigns. The firm partners with government agencies, foundations, and nonprofits to develop research-backed creative work and accompanying products (such as digital tools and games) that motivate audiences toward healthier, safer, and more sustainable behaviors.
Is Marketing for Change a public or private company?
Marketing for Change is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Marketing for Change founded?
Marketing for Change was founded in 2005. It employs 11 to 50 people.
Where is Marketing for Change based?
Marketing for Change is headquartered in Orlando, United States, in the North America region.
How does Marketing for Change make money?
One revenue line is on record: agency Services.
Who are Marketing for Change's main competitors?
Direct peers on record are Ideas42, Rare, Fors Marsh Group, GMMB and The Ad Council. The Behavioral Insights Team (BIT) is listed as a regional player. Broad incumbents are Ogilvy and McKinsey (Behavioral Science Practice).
Does Marketing for Change have an API?
No public API is recorded for Marketing for Change.
What industry is Marketing for Change in?
Marketing for Change's product category is Behavior Change Marketing Services. Its primary akta.pro industry code is MPAAAFAO, Marketing Transformation & Change Management, with a secondary code of BPAFAMAK, Cause Marketing & Co-Promotions. Its NAICS code is 54181 and its SIC code is 7311.