The Human-Centric Approach To Successful Change Marketing: Insights from Dr. Luis Luarca
Ahead of the highly anticipated ACMP Change South Africa Conference 2024, we had the opportunity to catch up with Luis Luarca, PhD, an expert in change management with over 25 years of experience. His approach centres on the human aspect of change – an angle that has proven vital for long-term organisational success.
Dr. Luarca shared how his focus on treating employees as humans rather than merely cogs in the machine has helped create more sustainable, effective changes across various industries. His philosophy, supported by his PhD research, aligns with Actuate’s approach as a strategic change marketing expert, emphasising the importance of aligning people, processes, and organisational culture for successful transformation.
Discipline and routine: The backbone of change
When asked about his daily habits for success, Dr. Luarca highlighted the importance of discipline and routine. He believes maintaining structure in personal and professional life is key to creating the “stickiness” that ensues when change lasts. At Actuate, we share this belief. Our focus on clear, structured change processes ensures that transformations are not momentary but embedded in organisations’ long-term culture.
The Human curiosity that drives change
Dr. Luarca’s curiosity about human behaviour has always informed his work. From observing how people interact in everyday settings to understanding deeper behavioural patterns, Dr. Luarca’s insights reflect the need to pay attention to the human side of change – an ethos we carry at Actuate. Understanding the people behind the processes allows us to create impactful, lasting change.
Artificial Intelligence (AI): The future of change
During our discussion, Dr. Luarca touched on one of the most exciting trends in change management: artificial intelligence. He believes AI will profoundly affect not only businesses but humanity as a whole. While AI is set to revolutionise change management, Dr. Luarca’s focus on the human aspect reminds us that people will remain at the centre of successful change even in a tech-driven future.
Advice for newcomers: Pay attention to human needs
Dr. Luarca’s advice for those new to change management is simple yet profound: pay attention to basic human needs. At Actuate, we also advocate for this human-centric approach. The best changes are those that consider the human experience, fostering environments where employees feel valued, motivated, and aligned with organisational goals.