World Social Marketing Conference 2025

Nudging has shaped much of the conversation in behavioural public policy, but critics argue it often overlooks citizen agency. Boosting offers a different approach—empowering individuals with the skills and tools to make informed, autonomous decisions. In this keynote follow-up, Stefan Herzog - together with participants - will explore how boosting could complement or even strengthen social marketing practice (and vice versa), giving participants the chance to ask questions and discuss how these ideas might be integrated into real-world programmes.