Social marketing is often aimed at changing and influencing particular behavior. It normally involves the application of a given approach that is regarded cost-effective and sustainable to influence certain people’s behavior. There is undesirable behavior in the society that should always be aimed at influencing. However, the process of influencing behavior through social marketing involves a series of procedural process that moves from start to follow-up (Polcin, 2015, 13-17). The process of influencing the behavior of the homeless is often considered an important move to sanitize the streets and salvage the city of the vices associated with the problems of the homeless. The presence of the homeless has often led to criminal activities either from people who take advantage of the situation and apply deviatory tactics to commit a crime.
Target audience
The homeless in London are under immense pressure to leave the streets and adopt inhibiting behavior and ordinary life (Polcin, 2015, 13-17). These are a group of disadvantaged members of the society who do not have a specific place of residence or have accommodation that does not meet the basic residence threshold. These people normally seek residence on the streets due to the wide range of problems.
Behavior
The behavior of the homeless is often a culmination of a social barrier to decent accommodation which results in criminal behavior, begging on the streets or even sleeping due to lack of decent accommodation or eviction.
Why they are on the streets
Many of the homeless are on the streets due to incapacity to meet their social responsibilities such as afford decent accommodation, pay their bills as well as choice. Many of their problems are self-inflicted. They are not willing to leave the streets due to poverty-related issues as well as the addictive nature of free goodies from the public. Such free incentives can be too tempting to leave thus the reluctance in adopting the change to this lifestyle.
Current level of demand
There is increased demand for accommodation amongst the population with the UK laws outlawing homelessness. The legislation in England prohibits begging on the streets as well as seeking residence along the streets as a measure to control criminalities that often accompany homelessness. Many are highly in demand of decent living due to the legal consequences of being on the streets. The rise in the number of homeless has increased tremendously due to economic struggles and the culture of irresponsibility that is on the trend (Polcin, 2015, 13-17).
Bibliography
Polcin, D. L. 2015. Co-occurring substance abuse and mental health problems among homeless persons: Suggestions for research and practice. Journal of Social Distress and the Homeless, 13-17
