Community-Based Social Marketing

Name

Community-Based Social Marketing

Legal name

McKenzie-Mohr & Associates Inc.

Website

https://cbsm.com

Company type

Private

Founded year

2005

Operating status

Operating

Ownership category

akta.pro rank

Product category

Sustainability and Behavior Change Training Services

NAICS

Convention and Trade Show Organizers (561920), Religious, Grantmaking, Civic, Professional, and Similar Organizations (813), Business Associations (813910)

SIC

Services-Educational Services (8200), Services-Membership Organizations (8600)

akta.pro primary industry

Remote/Hybrid Leadership & Distributed Team Management (EDABAAAN)

Keywords

• Behavior change training
• Sustainability consulting
• Social marketing workshops
• Environmental program design
• Community engagement training

Headquarters

HQ city

Victoria

HQ country

Canada

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Workshop Training: In-person and virtual introductory and advanced workshops on community-based social marketing delivered by Dr. Doug McKenzie-Mohr. Workshops range from 2-day introductory to 4-day combined introductory+advanced formats. Pricing varies by region (USD, AUD) and includes materials, certificate, and book copy.
2. Membership Subscriptions: Tiered membership model with Basic (free), Pro ($29.99/month), and Premier ($39/month) tiers offering access to resources, group meetings, forum participation, colleague networking, and workshop discounts.
3. Masters Coaching: Intensive one-on-one coaching service where Dr. McKenzie-Mohr coaches agencies through CBSM program design via video Zoom calls and email support. Priced at $6,950 USD per project with group discounts available.
4. Book Sales: Sales of 'Fostering Sustainable Behavior (4th Edition)' book by McKenzie-Mohr and Tabanico through Amazon and other channels

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

Community-Based Social Marketing (CBSM) delivers instructor-led workshops, one-on-one coaching, keynote presentations, and an online resource platform to train environmental, health, and safety program managers in a five-step methodology for fostering sustainable behaviors. The company is the operating brand of McKenzie-Mohr & Associates Inc. and offers tiered memberships, a quarterly-updated book, and a weekly newsletter as supporting resources.

Product overview

Community-Based Social Marketing (CBSM) is a training and resource platform operated by McKenzie-Mohr & Associates that provides education on community-based social marketing for fostering sustainable, healthy, and safe behaviors. The core offering consists of Introductory and Advanced Workshops delivered by Dr. Doug McKenzie-Mohr, the founder of CBSM, supplemented by premium coaching and keynote services. The platform also offers the award-winning book 'Fostering Sustainable Behavior' and the 'Fostering Behavior Change Minute' weekly newsletter. Membership tiers (Basic, Pro, Premier) provide access to a resource library with articles, cases, reports, and forums, with higher tiers offering exclusive small group meetings with Dr. McKenzie-Mohr. The five-step CBSM methodology—selecting behaviors, identifying barriers, developing strategies, conducting pilots, and broad-scale implementation—forms the foundation of all offerings.

Differentiator

Problem solved

Functional benefit

Products and services

• Introductory Workshop A two-day workshop providing a comprehensive introduction to community-based social marketing, covering the five steps: selecting behaviors, identifying barriers, developing strategies, conducting pilots, and broad-scale implementation. Delivered to program managers from government agencies, NGOs, and academia.
• Advanced Workshop An in-depth workshop building on the Introductory Workshop, focusing on habit formation, behavior selection, barrier research, strategy optimization, program evaluation, and use of social media, apps, and websites.
• Masters Coaching Premium one-on-one coaching engagement with Dr. Doug McKenzie-Mohr for agencies developing CBSM programs, structured around the five-step methodology via a series of video Zoom calls and extensive email support.
• Keynote Presentations 40–90 minute keynote presentations delivering an overview of community-based social marketing, customized to specific organizational needs and conference audiences.
• Fostering Sustainable Behavior (4th Edition) The fourth edition book by Doug McKenzie-Mohr and Jennifer Tabanico that introduces community-based social marketing and provides guidance for creating effective environmental behavior change strategies. Sold via Amazon and linked from cbsm.com.
• Fostering Behavior Change Minute Newsletter A free weekly newsletter from Dr. Doug McKenzie-Mohr covering topics on fostering behavior change, distributed to nearly 15,000 subscribers.
• Basic Membership Free membership tier providing access to search cases, articles, reports, create and comment in forums, create a colleague profile, receive the weekly newsletter, and track 3 topics of interest.
• Pro Membership Paid membership tier at $29.99/month or $300/year (USD) with bi-monthly small group meetings with Dr. McKenzie-Mohr, track 6 topics, $25 workshop discount, and prioritized profile in colleague searches.
• Premier Membership Premium paid membership tier at $39/month or $400/year (USD) with monthly small group meetings with Dr. McKenzie-Mohr, track 12 topics, $50 workshop discount, and highest profile visibility in searches.
• In-House Workshop Hosting Enterprise service providing virtual or in-person workshops delivered by Dr. McKenzie-Mohr for organizations, consisting of three four-hour sessions over three consecutive days, with optional follow-up program consultation day.
• Resource Library Online platform containing 1,964 articles, 219 case studies, 3,405 forum posts, and 14,261 registered colleagues covering behavior change topics across agriculture, conservation, energy, transportation, waste, water, health, safety, and general categories.

Quantifiable outcome

• Over 75,000 program managers have been trained through workshops
• +3 more outcomes

Named customers15 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Auckland CouncilcoreStrategic or Co-development Partner · 9 November 2026Auckland Council assists in hosting CBSM workshops in New Zealand, providing venue support and promoting training to local environmental program managers.
• Sustainable Townsville Pty LtdcoreStrategic or Co-development Partner · 9 November 2026Sustainable Townsville partners with CBSM to host workshops across Australia including Brisbane, Perth, Melbourne, and Auckland locations.
• Melbourne ZoocoreStrategic or Co-development Partner · 27 October 2026Melbourne Zoo hosts CBSM workshops at the Rainbow Room venue, providing facilities for training sessions in Victoria.
• Sustainability VictoriaminorStrategic or Co-development Partner · 27 October 2026Sustainability Victoria partners with CBSM for Melbourne workshops, promoting sustainable behavior change training in Victoria, Australia.
• ZOOS VictoriaminorStrategic or Co-development Partner · 27 October 2026ZOOS Victoria supports CBSM training initiatives as part of their conservation education efforts.
• The Behaviour Change Collaborative (The BCC)coreChannel Partner/ Reseller/ Distributor · 19 October 2026The Behaviour Change Collaborative is a delivery partner for the Perth CBSM workshop, co-facilitating the training with Dr. McKenzie-Mohr.
• City of CockburnminorStrategic or Co-development Partner · 19 October 2026City of Cockburn provides support for the Perth workshop as a local government partner.
• Action ResearchcoreStrategic or Co-development Partner · 1 January 2021Action Research, operated by co-author Jennifer Tabanico, specializes in applying the CBSM framework to environmental behavior change programs globally.

Scale indicators8 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• ideas42: ideas42 is a nonprofit behavioral science organization that designs and scales programs for social impact across education, health, finance, and environment. It overlaps with CBSM in methodology (behavioral design) but operates at much larger scale and broader scope.
• Behavioural Insights Team: BIT is a global behavioral science consultancy applying nudge-style methodologies to public policy and social programs. It is a broad incumbent in the behavior-change space, with government clients that overlap with CBSM's buyer base but a much wider sector remit.

Direct peers

• The Natural Step: The Natural Step is an international sustainability organization that trains advisors and leaders on a framework for sustainable development. It is a direct peer in providing framework-based sustainability training and advisory services.
• Cambridge Institute for Sustainability Leadership: CISL is a globally recognized sustainability training and leadership development institute affiliated with the University of Cambridge. It trains executives and program managers on sustainability strategy and is comparable as a higher-education-adjacent sustainability training provider.
• Forum for the Future: Forum for the Future is an international sustainability organization that trains leaders and runs programs on systems change and sustainable business. It competes in the adjacent space of practitioner training for sustainability professionals.
• ecoAmerica: ecoAmerica is a U.S. environmental behavior-change organization that builds research, programs, and partnerships to accelerate climate action. It targets a similar audience of program managers and sustainability leaders with overlapping methodologies.
• Rare: Rare is a global conservation organization that designs and delivers behavior-change campaigns for environmental issues, including training programs for practitioners. It is highly comparable to CBSM in its focus on fostering sustainable behaviors and training environmental program managers.
• The Behaviour Change Collaborative: The Behaviour Change Collaborative is an Australia-based behavior-change training and consulting firm that co-facilitates CBSM workshops with Dr. McKenzie-Mohr. It directly competes in the same niche of practitioner training and applied behavior-change program design.

Emerging players

• Common Cents Lab: Common Cents Lab is a Duke University behavioral design lab that applies research-backed interventions to drive financial and consumer behavior change. It overlaps methodologically with CBSM but focuses on financial wellbeing rather than environmental behaviors.

Others

• Keep America Beautiful: Keep America Beautiful is a U.S. nonprofit that delivers litter-prevention and recycling behavior-change campaigns using CBSM-trained affiliates. It is an existing customer and ecosystem partner rather than a competitor, but is highly relevant as a downstream user of CBSM methodology.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/dougcbsm
• Facebookfacebook.com/McKenzieMohrandAssociates

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Community-Based Social Marketing