European Social Marketing Conference 2026

5. Innovation in theory, methods and measuring impact

Poster

1. Health and wellbeing

Poster

This session examines how adverse childhood experiences shape consumer behavior through fragmented identity, narcissism, and symbolic consumption. Presenting segment-level empirical findings, it challenges linear trauma models and explores how classical psychedelics may moderate trauma-driven consumption. The discussion bridges social theory and quantitative analysis, offering trauma-informed perspectives on markets and subjectivity.

1. Health and wellbeing

Poster

This session examines how parents assess educational games despite the difficulty of evaluating intangible developmental benefits. Drawing on qualitative insights, it introduces the concept of proxy‑based brand attachment, where children’s observable progress shapes parental trust and loyalty. Attendees will discover how life skills and evidence proxies influence decision‑making and advocacy. The session will interest researchers and practitioners in social marketing, consumer behaviour, and educational product design.

1. Health and wellbeing

Poster

In the fight against geriatric malnutrition, even the most innovative nutritional solutions, like seaweed-based protein enrichments, face the "last mile" challenge: acceptance by vulnerable patients in institutional settings. This research explores strategic recommendations for integrating sustainable protein sources into hospital routines by shifting from a "clinical discourse" to "hedonic reassurance".

3. Social marketing for CSR and brand purpose

Poster

This session presents an innovative case study on Max Havelaar Fairtrade France, showcasing youth-driven strategies developed through experiential learning. Expect insights into omnichannel engagement, gamification, AR-based transparency, and empowerment narratives that transform Fairtrade from an abstract label into a meaningful, shareable experience. Participants will gain practical ideas for designing campaigns that resonate with digital natives and foster long-term behavioral change to reduce the intention-behavior gap.

5. Innovation in theory, methods and measuring impact

Poster

Given the increasing number of STEM programs aimed at reducing gender inequalities, the question of impact assessment remains crucial. This session proposes a typology of evaluation indicators to better align them with the objectives pursued. Based on an analysis of evaluation practices implemented in European STEM programs, we formulate operational recommendations. This approach enables program designers to strengthen the legitimacy of their actions and to structure evaluation mechanisms.

4. Inclusion, integration and community resilience

Poster

Neurodiversity awareness is rising, but many organisations struggle to turn intent into everyday inclusive practice. This session shares results from a regional 2025 study comparing employer, neurotypical, and neurodivergent perspectives to pinpoint the behavioural and structural drivers of neuroinclusion. Attendees will leave with clear, actionable strategies for improving psychological safety, disclosure pathways, tailored accommodations, and leadership accountability—designed to strengthen workforce participation, retention, and community resilience.

1. Health and wellbeing

Poster

This poster presentation explores key barriers to vaccination among Ukrainian refugee children in Poland through healthcare workers’ perspectives, using the UNICEF Journey to Health and Immunization framework. Attendees will learn how social marketing strategies can effectively address these challenges to improve vaccine uptake and promote health equity.

1. Health and wellbeing

Poster

This session will present how epidemiological evidence on measles can be translated into inclusive social marketing strategies that build trust, counter stigma, and increase vaccine uptake among both migrant and host populations. Attendees will gain practical insights into using surveillance data to design equitable, evidence-informed interventions that promote shared responsibility and more effective vaccination programmes.

9. Critical social marketing

Poster

This session examines case studies of marketing campaigns that are legally permissible yet potentially harmful to underage youth, focusing particularly on contemporary cosmetic surgery marketing practices in Japan.

It will highlight emerging risks, regulatory challenges, and gaps in consumer protection. The session offers useful insights for social marketing researchers and practitioners interested in youth vulnerability, responsible marketing, and practical strategies for creating safer marketing environments.

1. Health and wellbeing

Poster

We are not proposing an interactive session.

5. Innovation in theory, methods and measuring impact

Poster

Anonymous reporting is vital for those living in communities affected by organised criminal activity, where speaking to police can carry serious risks. CrimeStoppers tasked us with increasing reporting in high-crime areas. Such a challenge required alternative thinking and for that we turned to the Bright Spots approach: we focused on identifying areas where things were working well and then analysed why.

1. Health and wellbeing

Poster

This session presents a practice-based social marketing intervention from Japan that reframes everyday health behaviours as contributions to healthcare sustainability. Using behavioural insight and experiential design, the case demonstrates how recognising existing actions—rather than promoting new ones—can motivate sustained behaviour change. Attendees will gain transferable lessons for applying social marketing to complex system-level challenges across ageing societies.

8. Food and the environment

Poster

This poster presents a mixed-methods study exploring legume consumption through a food systems perspective in France and the Netherlands. Combining student survey data with interviews from food system stakeholders, it highlights how individual behaviours are shaped by structural and systemic conditions. The session offers insights for social marketing researchers and practitioners interested in designing multi-level interventions for sustainable dietary change.

4. Inclusion, integration and community resilience

Poster

Understanding migraine in marginalised communities requires a different way of thinking. This session shares how ethnicity, gender and social grade shape experiences of migraine, why many face stigma, misdiagnosis and barriers to care, and how traditional health approaches can miss the mark. We’ll show how insight‑driven, community‑centred methods uncover what works, and why co‑creation is essential to designing more inclusive, equitable support.

6. Mainstreaming social marketing: policy, systems and advocacy

60 - 90 Minute Collaborative, Problem Solving or Interactive Session (8th July only)

This workshop addresses advocacy and explores its synergy and complementarity with social marketing. Three initiatives combining advocacy and social marketing will be presented, and participants will be invited to work with the proposed tools to:

• Identify the structural conditions that need to be put in place and the stakeholders who have the power to act.

• Develop an advocacy strategy based on analysis of the target audience and the context.

7. AI, Digital and technological impact on social behaviour

60 - 90 Minute Collaborative, Problem Solving or Interactive Session (8th July only)

Discover how generative AI can accelerate creative ideation in social marketing while keeping strategy, ethics, and human judgement at the centre. You’ll practice turning audience insight into strong Creative Briefs, generate and assess AI‑supported concepts in real time, and leave with practical tools you can apply immediately to your next behaviour‑change campaign.

4. Inclusion, integration and community resilience

60 - 90 Minute Collaborative, Problem Solving or Interactive Session (8th July only)

The workshop will focus on a step-by-step process for inclusive research in the disability sector, but the process and tools provided can be adapted and applied to other vulnerable communities. The workshop is designed and led by members of the Inclusive Social Marketing Group. It responds to calls from social marketers at previous social marketing conferences for further developing and learning about practical tools for inclusion in social marketing

4. Inclusion, integration and community resilience

20 Minute Oral Presentation

This presentation explores how people with visual impairments engage with mobile internet technologies and what drives or constrains their digital participation. Drawing on social marketing theory and empirical data from China, the session highlights key behavioural barriers, the role of social support, and practical implications for designing inclusive, citizen-centred digital interventions and policies.

2. Planetary health: Environment and sustainability

20 Minute Oral Presentation

People attending this conference can expect to gain insights into a real-world action-research project testing empathy-based, community-driven approaches to behaviour change. The presentation will offer evidence on segmentation, stakeholder engagement, co-creation methods, and intermediary empowerment, alongside methodological lessons from implementation and evaluation in vulnerable urban contexts. Participants will also benefit from practical implications for scaling social marketing interventions within municipalities and transferring them to other sustainability domains.

1. Health and wellbeing

20 Minute Oral Presentation

This session offers fresh, field-grounded insights into how stigma operates through advertising and marketplace systems and how social marketing can disrupt it. Drawing on original qualitative research, it shows how communication can either deepen exclusion or enable behaviour change among highly vulnerable groups. You’ll leave with clear theoretical contributions, practical implications for health campaigns, and ideas you can immediately apply to your own research and practice.

8. Food and the environment

20 Minute Oral Presentation

This session explores how Top Chef France mediates the rise of plant-based cuisine, shaping social norms, professional practices, and audience perceptions. This session highlights the negotiation of vegetarian and vegan cooking on screen, exploring hybrid culinary forms, normative conflicts, and the influence of celebrity chefs.This session offers practical and theoretical insights relevant to academics exploring food research and plant-based consumption.

1. Health and wellbeing

20 Minute Oral Presentation

Those attending will be provided with evidence-informed research to help address alcohol misuse specifically through home consumption. The presentation will outline how findings were analysed to inform development, implementation and roll out of a focused information campaign on drinking at home to support, build and sustain positive behaviour change and increase awareness of the broader health risks of excessive alcohol consumption. Ultimately, evidence shared will contribute towards positive societal impact.

4. Inclusion, integration and community resilience

20 Minute Oral Presentation

Discover how 453 Romanian youth co-created anti-bullying solutions using Design Thinking as active research intervention. This session reveals surprising findings: 6:1 preference for support over punishment, cyberbullying dominance (49%), and age-differentiated technology solutions (14%→55%). Learn replicable methodology for authentic youth engagement, actionable design principles for digital-first campaigns and peer mentoring systems. Ideal for researchers, practitioners, and policymakers seeking evidence-based strategies to harness youth voices in designing effective, community-resilient interventions.

5. Innovation in theory, methods and measuring impact

45 Minute Discussion or Interactive Session

This interactive session introduces a forthcoming special issue dedicated to this conference, examining the role of qualitative research in advancing meaningful social and behavioural change. The session will provide guidance on how to publish qualitative research for behaviour and social change drawing upon insight from experienced researchers, including the journal editors. Qualitative and interpretive approaches provide valuable insight into the lived experiences, motivations, and social contexts that shape how people behave as consumers and citizens.
The session will briefly outline the focus of the special issue before inviting participants to discuss how qualitative methods can generate deeper understanding and contribute to more ethical, inclusive, and impactful social marketing interventions. The session is open to everyone interested in learning how to get published in a high-impact journal, regardless of whether their current conference presentation uses qualitative methods.

8. Food and the environment

20 Minute Oral Presentation

This research presents large-scale field evidence on how nudges can be designed using Construal Level Theory and psychological distance to promote sustainable food choices. Drawing on nearly 100,000 real meal decisions, it offers actionable insights for social marketers and policymakers seeking to increase vegetarian consumption through coherent, theory-driven interventions.

1. Health and wellbeing

20 Minute Oral Presentation

Alcohol warning labels can save lives – but only if they connect emotionally with their audience. This session presents findings from an experiment with 153 young adults demonstrating that a label featuring a testimonial increases motivation to reduce alcohol consumption more than a control label, and that this effect is mediated by the perceived relevance of the message.

4. Inclusion, integration and community resilience

20 Minute Oral Presentation

Explore how a practical application of the Dual Identity Model enhances intercultural cooperation through our evidence-based Cultural Communalities Memory Game. Our experiment shows how the game encourages players to embrace both common and individual cultural identities and as a result increases inter-cultural cooperation. This presentation is ideal for professionals and academics in HR, in DEI fields, and in education seeking innovative approaches to diversity and inclusion strategies.

1. Health and wellbeing

20 Minute Oral Presentation

This session will present insights from a national study on participation in Slovenia’s colorectal cancer screening program (SVIT), applying the COM-B behaviour change framework. Attendees will learn about the key capability, opportunity, and motivation factors that influence uptake, including the roles of health professionals, social norms, public attitudes, stigma, and self-efficacy. The presentation will also discuss practical implications for optimizing communication strategies to improve screening participation.

2. Planetary health: Environment and sustainability

20 Minute Oral Presentation

This session examines the effectiveness of message framing for promoting in-room waste sorting in hotels through the lens of the Habit, Enjoyment and Effort Theory (HEET). Using experimental evidence, it compares enjoyment- and effort-based frames with informational messages and explores the role of habit strength in shaping pro-environmental outcomes in hospitality contexts.

7. AI, Digital and technological impact on social behaviour

20 Minute Oral Presentation

A practice-oriented overview of the "Do You Know What You Drink?" programme, showcasing how a free mobile application can be used as an effective public health tool to improve alcohol health literacy. Participants will gain insights into how evaluation findings directly informed message optimisation and communication strategies, offering transferable lessons for designing, implementing, and scaling digital public health interventions focused on alcohol and other health risk behaviours.

1. Health and wellbeing

45 Minute Discussion or Interactive Session

Attendees will discover how “phoenix” entrepreneurs’ well‑intentioned social media messages can both support and unintentionally harm vulnerable consumers’ mental health. Drawing on a netnographic analysis of Instagram accounts, the session will introduce concrete indicators of toxic positivity and present more nuanced, authentic alternatives. Participants will gain a practical grid to diagnose “always positive” messaging and redesign content to better foster emotional self‑regulation and resilience.

1. Health and wellbeing

20 Minute Oral Presentation

How do you make an overlooked organ impossible to ignore, and convert attention into action? In this talk we unpack Kidney Care UK’s campaign, designed by Claremont, and built around a 5min risk checker, guided by the EAST framework, cocreation and rapid testing. Expect takeaways on message framing, social norming, minimising friction and candid lessons learned. Ideal for anyone delivering prevention or early diagnosis behaviour change on limited budgets.

8. Food and the environment

20 Minute Oral Presentation

This session explores how autonomy-supportive design can enhance the effectiveness of social marketing in mobile apps. Using an experimental road safety campaign, it shows that allowing users to choose which advertisement to view increases enjoyment, improves attitudes toward preventive communication, and strengthens compliance intentions. Attendees will gain actionable insights for designing ethical, engaging, and effective prevention campaigns in digital environments.

4. Inclusion, integration and community resilience

20 Minute Oral Presentation

Discover how Street Angels Chester and Birkenhead transform the night-time economy through innovative community mobilisation. This session reveals how faith-based volunteering, multi-agency partnerships, and technology like the WalkSafe app create "Purple Flag" safe zones. Using 18 months of academic evaluation, we’ll explore practical bystander interventions that reduce violence against women and girls. Join us to learn how minimal budgets can achieve maximum social impact and long-term community resilience.

7. AI, Digital and technological impact on social behaviour

20 Minute Oral Presentation

Loneliness is a growing global health challenge, but can Artificial Intelligence (AI) help address it? This session presents research examining when and for whom human- versus AI-based recommenders enhance or undermine trust and, in turn, consumer evaluations of well-being–oriented services. Attendees will gain evidence-based insights for designing socially responsible marketing interventions that foster consumer well-being and advance social marketing’s broader mission of positive societal impact.

1. Health and wellbeing

20 Minute Oral Presentation

A key factor in supporting the ecological transition is providing consumers with better information about the environmental quality of food products. Against this backdrop, public authorities are considering front-of-pack eco-labelling to help consumers choose products with a lower environmental impact. However, the proliferation of scores on packaging can lead to information distortion.

2. Planetary health: Environment and sustainability

20 Minute Oral Presentation

8. Food and the environment

20 Minute Oral Presentation

Global challenges such as climate change, animal welfare, and environmental issues have prompted calls for increased consumer influence to promote sustainable purchasing decisions, especially regarding food. Current labeling strategies seem to have their limits. We show that changing the default from conventional to sustainably produced food should make a fundamental difference regarding demand and willingness-to-pay.

4. Inclusion, integration and community resilience

20 Minute Oral Presentation

This session shares a large‑scale co‑design project that placed lived experience at the centre of a new cancer Health Inequalities Strategy in North East London. We outline how a 30‑member Citizens’ Panel co-created six strategic themes to inform the direction of different programmes of work within NELCA. Attendees will learn practical methods for engaging seldom‑heard communities, working within complex systems, and sustaining participation through an ongoing lived‑experience advisory group.

2. Planetary health: Environment and sustainability

20 Minute Oral Presentation

1. Health and wellbeing

20 Minute Oral Presentation

This session examines how protein claims influence plant-based choices through two experiments and a behavioral study. We demonstrate that individuals practicing less than 75 minutes of moderate sport weekly are highly susceptible to "health-halo" effects, unlike those exceeding 150 minutes. Attendees will explore why these low-activity consumers rely on claims for quality assessment and how to design responsible marketing that encourages sustainable diets without causing nutritional confusion.

7. AI, Digital and technological impact on social behaviour

20 Minute Oral Presentation

This study explores how smartphone apps influence users' decisions about entering UK bathing waters, focusing on the Safer Seas and Rivers Service (SSRS) app, which provides real-time water quality information. The research examines digital tools and information users rely on by analysing interview transcripts. By using social marketing and the transtheoretical model to analyse the data, the factors influencing behaviour can be considered for future app changes.

1. Health and wellbeing

20 Minute Oral Presentation

This case study examines research from a gun safety campaign in Utah demonstrating the limits of risk-based messaging in behavior change interventions. Attendees will learn how risk-focused appeals triggered reactance, while values-based framing increased relevance and behavioral intent. The session offers practical, research-informed strategies social marketers can apply when designing value-aligned interventions on politically and culturally divisive issues.

1. Health and wellbeing

20 Minute Oral Presentation

This session presents qualitative evidence from adults in Türkiye who experienced COVID-19 vaccine hesitancy and translates key determinants into an actionable social marketing program. Attendees will learn how perceived benefits and “prices” (safety concerns, mistrust, information overload, politicisation) interact with competition (misinformation, delay) and how these insights inform the 4Ps for future pandemic vaccination campaigns.

1. Health and wellbeing

20 Minute Oral Presentation

This paper provides a better understanding, from the consumer's perspective, of the role of mobile applications in changing eating habits. It also highlights the importance of the perceived value analysis framework in understanding health and well-being behaviors.

8. Food and the environment

20 Minute Oral Presentation

This presentation shows how early adolescents seek nutrition information online and why more exposure does not equal better understanding. Using a large Slovenian school survey, we identify clear audience segments and pinpoint the most vulnerable group: boys in eighth grade with low nutrition awareness who rely on social media and influencers. This presentation offers concrete evidence for why targeted, not generic, health communication is necessary.

4. Inclusion, integration and community resilience

20 Minute Oral Presentation

DIGA ME EM 50 PALAVRAS If your work be accepted we will require a listing for the conference programme. Please provide a brief summary of what those attending your presentation can expect from your session / why people should decide which sessions to attend.

4. Inclusion, integration and community resilience

20 Minute Oral Presentation

What happens when social-change communication unfolds on islands where everyone knows each other, resources are scarce, and institutions move slowly? This session shares key lessons from three gender-violence campaigns in the Galápagos and shows how territory and community relationships shape intervention design. The presentation offers practical insights for those who want to design interventions that are sensitive to place, community dynamics, and the limits of conventional campaign models.

7. AI, Digital and technological impact on social behaviour

20 Minute Oral Presentation

This session explains how consumers turn “digital pollution” awareness into sustainable digital intentions. Using survey evidence, it tests a Value–Belief–Norm mechanism showing how energy awareness broadens into pollution/lifecycle awareness, which drives responsibility, personal norms, and intention. It also tests when norms become action-guiding: the norm–intention link weakens when impacts feel temporally distant and strengthens when sustainability is identity-relevant. Attendees gain implications for consumer-focused digital sustainability communication.

5. Innovation in theory, methods and measuring impact

20 Minute Oral Presentation

This session offers a critical analysis of high-impact social marketing campaigns from Portugal and Canada, exploring how the Omnichannel Social Marketing Model (OSMM) drives behavior change. Attendees will learn to bridge the gap between mass-media awareness and sustained action by discussing why some campaigns fail to reach the maintenance stage and how a holistic, data-driven framework can transform social marketing.

2. Planetary health: Environment and sustainability

20 Minute Oral Presentation

Approaching both overconsumption and sufficiency as an intergenerational dilemma, we frame parents' unsustainable consumption as an identity threat to the children's future well-being. Using the children's voice to limit abstractness and increase morality, we expect this parental identity threat to be effective in increasing sufficiency adoption intentions.

1. Health and wellbeing

20 Minute Oral Presentation

This session presents a behaviourally informed case study redesigning nicotine prevention and cessation in Coventry and Warwickshire. Attendees will hear how mixed-methods insight uncovered distinct motivations, barriers, and social influences shaping smoking and vaping among adults and young people. The presentation will outline practical implications for service design, messaging, and system change, including targeted interventions such as social network–led approaches for adult and harm-minimisation approaches for youth vaping.

9. Critical social marketing

45 Minute Discussion or Interactive Session

6. Mainstreaming social marketing: policy, systems and advocacy

60 - 90 Minute Collaborative, Problem Solving or Interactive Session (8th July only)

6. Mainstreaming social marketing: policy, systems and advocacy

60 - 90 Minute Collaborative, Problem Solving or Interactive Session (8th July only)

Using four European case studies, this interactive session invites participants to examine in groups how social marketing can support empowerment processes among citizens and advance the common good. Each case highlights a different societal challenge from a different European context. In the closing discussion, groups will share ideas how the approaches could be adapted across Europe and how insights from the interventions could be translated to, and heard at the policy level.

5. Innovation in theory, methods and measuring impact

20 Minute Oral Presentation

What counts as social marketing impact before interventions are delivered? This session shares lessons from Year One of a large Indigenous-led Australian Research Council grant, with a focus on governance, co-design, and evaluation innovation. Attendees will learn how theory, methods, and measurement can be staged across multi-year projects, and why early-stage work is critical to ethical, effective behaviour change in complex social systems.

7. AI, Digital and technological impact on social behaviour

20 Minute Oral Presentation

Attendees will gain insight into how brands and influencers contribute to the normalization of sharenting (i.e., children’s online exposure). The session will present qualitative evidence on industry dynamics, ethical challenges, and the lack of effective regulation, offering practical recommendations for brands, agencies, and policymakers. Participants will leave with a deeper understanding of the digital responsibility of brands.

1. Health and wellbeing

20 Minute Oral Presentation

2. Planetary health: Environment and sustainability

20 Minute Oral Presentation

As social marketers, we seek to find and develop tailored solutions to help individuals make sustainable transitions. In this presentation, you will discover a social marketing protocol that offers an innovative approach to understanding food waste (a practice-based approach combined with monitoring actual food waste in households) and to co-creating solutions aimed at reducing food waste.

5. Innovation in theory, methods and measuring impact

20 Minute Oral Presentation

This session applies Amartya Sen’s Capability Approach to career development to analyse how young people build their career aspirations and choices. Based on qualitative research with French University students, this study shows how structural constraints limit real freedom of choice and how an educational program can help reopen the space of possibilities. Participants will gain a better understanding of the Capability Approach and insights for integrating it into social marketing.

1. Health and wellbeing

20 Minute Oral Presentation

This session explores how autonomy-supportive design can enhance the effectiveness of social marketing in mobile apps. Using an experimental road safety campaign, it shows that allowing users to choose which advertisement to view increases enjoyment, improves attitudes toward preventive communication, and strengthens compliance intentions. Attendees will gain actionable insights for designing ethical, engaging, and effective prevention campaigns in digital environments.

2. Planetary health: Environment and sustainability

20 Minute Oral Presentation

This presentation explores the concept of consumption corridors through the lens of goal theory. By comparing two quantified goal framings, corridor and ceiling goals, with non-quantified, general goals, we examine their effects on perceived clarity, perceived self-efficacy, and intentions to reduce meat consumption. The findings offer practical guidance for policymakers in designing interventions to promote consumption moderation.

7. AI, Digital and technological impact on social behaviour

20 Minute Oral Presentation

This presentation offers valuable insights into how digital media use impacts adolescent body image and health behaviors. Participants will learn about distinct screen-use profiles, their psychosocial effects, and implications for intervention development. Experts in health promotion, education, and policy will gain evidence-based strategies to foster healthy digital habits, improve self-esteem, and reduce body dissatisfaction among youth in the digital age.

6. Mainstreaming social marketing: policy, systems and advocacy

20 Minute Oral Presentation

This session presents applied social marketing cases from Mozambique demonstrating how behaviour change can be sustained when embedded within institutional, financial, and community systems. Drawing from digital identity registration, community microinsurance, and ROI-based donor readiness models, the session explores how social marketing can strengthen resilience, improve service access, and transform informal community structures into scalable and fundable systems. The cases provide practical lessons on mainstreaming behaviour change through governance, financing, and community-led implementation mechanisms..

9. Critical social marketing

20 Minute Oral Presentation

4. Inclusion, integration and community resilience

20 Minute Oral Presentation

Does co-design deliver hard social, health and economic outcomes?

Ed Gyde, a health co-design intervention specialist from UK agency Audience Social Marketing, will reveal the findings of a new literature review to help answer this question. He will also outline the top 10 essential elements of an effective co-design initiative according to the evidence.

1. Health and wellbeing

20 Minute Oral Presentation

This presentation shares insights from interview team experiences on facilitating meaningful participation with children in the context of healthy eating and physical activity. The session highlights factors that support or hinder children’s engagement, sense-making, and peer interaction, and introduces dialogue as a tool for fostering inclusive, equitable, and child-centered social marketing interventions. Attendees will gain practical guidance for facilitating co-creation with children around physical activity and healthy eating.

2. Planetary health: Environment and sustainability

20 Minute Oral Presentation

Only 9% of French women use reusable menstrual products. An online survey shows that self-efficacy and perceived effort are the main predictors of use, with behavior driven more by environmental factors (awareness, personal norms) than by health ones (perceived threat, benefits).

8. Food and the environment

20 Minute Oral Presentation

Why do consumers struggling with inflation often abandon their sustainable aspirations? This session challenges the traditional view of the "smart shopper" as a mere bargain hunter. Attendees will discover the three critical "tension zones", efficiency, ethical comfort, and involvement, where citizens trade off their values for convenience or price. Join us to understand how reducing the "cognitive cost" of responsible consumption can turn digital tools into levers for social marketing.

4. Inclusion, integration and community resilience

45 Minute Discussion or Interactive Session

This session shares a behaviourally informed case study addressing violence against women and girls through community-wide norm change in Redbridge. Attendees will learn how behavioural insight informs campaigns, bystander training, school interventions, and male allyship initiatives targeting perpetrators, bystanders, and institutions. The presentation will highlight measurable outcomes, including a significant reduction in sexual offences, and discuss how social marketing can support sustainable behaviour and systems change.

6. Mainstreaming social marketing: policy, systems and advocacy

20 Minute Oral Presentation

This presentation should be attended by those seeking to understand how inequalities in access are produced by systemic, multi-level dynamics and to learn how to conduct justice-oriented diagnostics that inform the design of inclusive, territorially grounded social marketing interventions aligned with explicit equity and governance objectives.

8. Food and the environment

20 Minute Oral Presentation

Food systems are driving planetary crises and shaping individuals’ health. This study examines whether healthier Europeans adhere more closely to the EAT-Lancet Planetary Health Diet than individuals with pre-existing conditions. Using Europe's largest cross-sectional survey, we explore how health status influences the adoption of sustainable food choices and the factors that encourage or hinder individuals from changing their behaviour to adhere to a healthier, more environmentally sustainable diet.

2. Planetary health: Environment and sustainability

20 Minute Oral Presentation

Attendees will hear an evidence-based overview of how life events (e.g., moving home, household change, employment/education shifts, later-life transitions) can create “moments of change” for circular economy behaviours such as repair, reuse and maintenance.

9. Critical social marketing

20 Minute Oral Presentation

Discover how to transform traditional marketing courses by integrating critical social marketing, degrowth, and circular economy concepts. This session presents a two-year case study of "hacking" a graduate product management course with sustainability content. Learn practical methods for balancing traditional marketing with non-growth-centric approaches, view student project examples, and explore quantitative and qualitative evidence demonstrating that sustainability integration is both feasible and well-received by students.

4. Inclusion, integration and community resilience

20 Minute Oral Presentation

Social media is being increasingly seen as a place to go to for information. The presentation will highlight how, when social media is seen as infrastructure by the target audience, much information can be gleaned about community needs from their organic social media use. Segmentation recommendations will be given, as well as tools on how to use the data generated to create online support that helps in real life.

1. Health and wellbeing

20 Minute Oral Presentation

Those attending will be provided with evidence-informed research to help address hazardous patterns of drinking and alcohol misuse specifically among young adults aged 18-34. The presentation will outline how findings were analysed to inform development, implementation and roll out of a focused information campaign on young adults’ drinking to support, build and sustain positive behaviour change. Ultimately, evidence shared will contribute towards positive societal impact for young adults aged 18-34.

9. Critical social marketing

20 Minute Oral Presentation

This session explores digital vulnerability and the factors that contribute to harmful outcomes from wearable self-trackers (WSTs). Attendees will gain insights into common unintended negative impacts of WSTs and examine how users' identity perceptions and goals may drive these effects. They will also learn about key considerations and practical strategies to promote the responsible use and deployment of WSTs in social marketing initiatives, helping to safeguard vulnerable users against harms.

6. Mainstreaming social marketing: policy, systems and advocacy

20 Minute Oral Presentation

Many active bystander programs rely on one-off training with limited structures for sustained delivery. This case study examines a community-owned governance model designed to support the ongoing rollout of an evidence-based bystander program in Australia. The session explores early implementation insights on sustainability, organisational custodianship, and systems integration. Attendees will gain practical guidance on designing community-led behaviour change programs that maintain momentum beyond initial training.

4. Inclusion, integration and community resilience

20 Minute Oral Presentation

This session presents the first region-wide study of neurodiversity inclusion in the Northwest Arkansas workforce, based on stakeholder data from neurodivergent employees, neurotypical peers, and organisational leaders. Findings reveal key behaviour-change levers and system gaps, including empathy deficits, communication asymmetry, and limited training or policy adoption. The presentation offers practical strategies employers and ecosystem partners can implement to strengthen inclusion, retention, and community resilience.

8. Food and the environment

20 Minute Oral Presentation

4. Inclusion, integration and community resilience

20 Minute Oral Presentation

Discover a 23-year longitudinal model that successfully converted high-risk alcohol consumption based New Year celebrations into a Milky Celebration. This was made possible by a Social marketing initiative that provides a culturally resonant alternative: saffron-almond milk during festivities. Learn how this grassroots initiative scaled from 500 to 7,500 liters of milk, serving 400,000 youth beneficiaries through multi-sectoral coalitions using, digital advocacy, building sustainable community partnerships to transform public celebration norms.

1. Health and wellbeing

20 Minute Oral Presentation

This session presents an experimental study examining how podcast structure and communication source interact to reduce stigmatization towards schizophrenia among young people. The findings reveal a counterintuitive result: structured messages are most effective when delivered by influencers rather than experts, through improved knowledge acquisition, not credibility. The presentation will discuss the implications of these results for the design of social marketing campaigns.

3. Social marketing for CSR and brand purpose

20 Minute Oral Presentation

What if your most conservation-trained staff have the weakest personal nature connection? Research with zoo employees reveals counter-intuitive segmentation: conservation specialists show lowest personal-nature identity compared to support staff. Despite identical values, structural barriers create authenticity gaps. This session unveils three organizational profiles, maps nature connectivity as behavioral infrastructure, and presents internal social marketing frameworks transforming psychological diversity into strategic advantage. Segmenting your internal audience matters more than you think.

1. Health and wellbeing

20 Minute Oral Presentation

This session invites delegates to rethink maternal health not as an individual behaviour problem, but a co-created service ecosystem shaped by trust, power, and knowledge. Drawing on critical social marketing, service-dominant logic, and epistemic justice, the presentation explores how Traditional Birth Attendants, formal healthcare providers, women and policymakers collectively shape maternal health in Ghana.

Attendees will gain fresh perspectives that moves beyond behaviour-change models towards inclusive and culturally responsive strategies.

1. Health and wellbeing

20 Minute Oral Presentation

This session presents a mixed-methods study combining digital usage mapping (n = 163) and a ten-day flip phone auto-ethnography (n = 24) to examine voluntary digital disconnection. Attendees will discover how anticipatory representations and lived experiences were captured across time, and how this methodological design helps uncover the disruption and reconfiguration of digital practices. The session offers concrete methodological insights and theoretical contributions for studying behavior change and digital well-being.

4. Inclusion, integration and community resilience

20 Minute Oral Presentation

Throughout the understanding of engagement processes, this paper proposes the identification of caregiver’s profiles. It is ideal for teams seeking to design preventive / support services in the caregiving field but also in fields where motivation is a lever to engagement and needs to be pushed. Furthermore, this paper is of interest for those who want to learn about a new application field of SDT.

3. Social marketing for CSR and brand purpose

20 Minute Oral Presentation

Attendees will explore how marketing and lobbying shape health behaviours and interact with public health efforts. The session includes an interactive discussion on whether partnerships between social marketing actors and commercial organisations can align with individual and societal well-being. It is relevant for researchers, practitioners, and policymakers interested in critical social marketing, health promotion, ethics, and the influence of commercial actors on behaviour.

6. Mainstreaming social marketing: policy, systems and advocacy

20 Minute Oral Presentation

8. Food and the environment

20 Minute Oral Presentation

This session examines across two studies how the impact of different ingredient types differs based on whether individuals regularly consume animal protein (omnivores) or limit their meat intake (i.e., flexitarians, vegetarians, or vegans). Results show that pulse-based meat substitutes are preferred due to enhanced health and sustainabil­ity perceptions. Our studies show that ingredient information and emphasis on one spe­cific ingredient could significantly influence the evaluation of meat substitutes.

1. Health and wellbeing

20 Minute Oral Presentation

This session presents a qualitative field intervention examining how disrupting everyday cosmetic routines can foster consumer empowerment and behavioural change. Drawing on a socio-ecological perspective, the study shows how individual awareness and skills interact with social, economic, and market constraints. Attendees will gain insights into designing interventions that promote healthier consumption while accounting for real-life ecosystem influences.

2. Planetary health: Environment and sustainability

20 Minute Oral Presentation

This session explores cross-cultural differences in sustainable consumption behvaior across countries. Drwaing on a systematic literature review, it examines how cultural values, norms, and identity shape sustainable consumption and identifies which cultural factors that require careful consideration for both research and marketing applications.

5. Innovation in theory, methods and measuring impact

20 Minute Oral Presentation

Discover why some collaborations thrive while others fail. This session introduces "collaboration experience" a new concept revealing the emotional, cognitive, relational, and symbolic dimensions that shape collaborative success beyond structural arrangements. Learn practical diagnostic tools to assess partnership health, identify facilitators and barriers, and understand outcomes. Essential for researchers and practitioners working in social marketing, public health, and multi-stakeholder initiatives seeking human-centered approaches to collaboration.

7. AI, Digital and technological impact on social behaviour

20 Minute Oral Presentation

At the end of this session, the learner will be able to:

1. Critically evaluate how AI-driven marketing systems (e.g. algorithms, personalisation, influencer content) shape student consumption patterns and contribute to overconsumption.

2. Distinguish between individual-level and structural explanations of overconsumption, applying a critical social marketing perspective to sustainability challenges.

3. Identify and propose upstream social marketing interventions that can promote more sustainable consumption in algorithmically mediated environments.

8. Food and the environment

60 Minute Panel Sessions

5. Innovation in theory, methods and measuring impact

20 Minute Oral Presentation

The purpose of this presentation is fourfold:
1) to highlight the difference between social marketing planning and social marketing canvas models
2) highlight the respective potential contribution of each model to the Social Marketing enterprise
3) suggest a way of integrating the adoption of both types of models to increase effectiveness and efficiency of SM projects
4) seek the audience view as to the arguments provided in the presentation

7. AI, Digital and technological impact on social behaviour

20 Minute Oral Presentation

This session explores how achievement-, social-, and immersion-related gamification affordances shape psychological and behavioural outcomes in gamified well-being apps. Guided by Self-Determination Theory, the Technology Acceptance Model, and Expectation-Confirmation Theory, it shows that achievement visualization and narrative strengthen outcomes, cooperation supports health behaviour, and interactivity and rewardability may hinder outcomes, offering practical guidance for designing effective, user-centered gamified mobile apps.

2. Planetary health: Environment and sustainability

20 Minute Oral Presentation

This session presents two social marketing interventions from Mozambique that linked environmental behaviour change with income generation and community entrepreneurship. Through sanitation services and improved cookstoves, the cases demonstrate how trusted community actors, women-led savings groups, and performance-based incentives can create self-sustaining adoption systems. The session highlights how environmental and public health goals become more sustainable when behaviour change is embedded within livelihoods, local market systems, and financially reinforcing community structures.

7. AI, Digital and technological impact on social behaviour

20 Minute Oral Presentation

The presentation will provide a overview of the study’s key findings and translate these insights into practical implications for the design and development of AI-based coaching systems. By challenging dominant assumptions centered on monitoring and behavioral control, it invites participants to rethink digital health interventions and consider the importance of mediation, flexibility, and responsible AI integration.

5. Innovation in theory, methods and measuring impact

20 Minute Oral Presentation

This session presents a real-world social marketing case study demonstrating how behavioral determinants can drive help-seeking intentions in stigmatized contexts. Drawing on a multi-year 988 helpline campaign, the session will share practical design and evaluation insights showing how behavioral determinants such as self-efficacy, skills, and perceived consequences can enable action even when stigma persists. Attendees will gain transferable lessons for designing interventions where stigma is a barrier to behavior change.

2. Planetary health: Environment and sustainability

20 Minute Oral Presentation

What distinguishes reuse campaigns that generate lasting behaviour change from those that merely create visibility? This session compares three major 2025 plastic reduction initiatives to identify the behavioural mechanisms that drive sustained adoption. Attendees will gain an applied evaluation framework and practical design principles to strengthen scalability, measurable impact, and behavioural durability in environmental social marketing interventions.