World Social Marketing Conference 2025

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

1. Critically examine the paradox inherent in Corporate Social Marketing (CSM) initiatives within the alcohol industry, particularly how brands promote behavioural change while profiting from potentially harmful products.
2. Analyse stakeholder strategies for navigating tensions between commercial goals and public health messaging, focusing on narrative framing, authenticity, and trust.
3. Apply key insights from cross-cultural case studies in Mexico and South Africa to enhance the design and delivery of ethically consistent, community-embedded CSM campaigns.

Participants will gain a better understanding of how corporate actors adapt their messaging, branding, and local partnerships to maintain credibility in ethically contested sectors. This session will be particularly relevant for scholars and practitioners operating at the intersection of marketing, ethics, and public health.