Our theory of change: strategic communications that move consumers to action

LGI’s theory of change is based on Everett M. Rogers’ Diffusion of Innovation theory as theoretical basis for how an innovation comes to be widely used in a population.

According to Rogers, “the adoption process is the mental process through which an individual passes from first hearing about an innovation to final adoption.” Individuals evolve through five essential stages: awareness, interest, evaluation, trial, and adoption.

Rogers advances that awareness and knowledge of an innovation can be made most efficiently through mass media.

LGI believes strategic communications plays a vital catalytic role in not only moving individuals along the continuum, but in ideas reaching “critical mass” or “going to scale.” LGI team members are experts in crafting the appropriate communications strategy for a target audience and affecting measurable change in consumer attitudes and behavior.

Read about the multicultural and multilingual campaigns for curbside recycling developed by LGI.