World Social Marketing Conference 2025

This session invites attendees to reflect on the future of social marketing by exploring how emotional experiences shape sustainable behaviors—specifically, water conservation. The project presented combines emerging theoretical models with innovative methodologies such as fMRI, offering new ways to study behavior beyond traditional self-reports. Participants will engage with the challenges and opportunities of integrating affective science and neuroscience into the design of persuasive environmental interventions. The session is relevant for anyone seeking to advance social marketing with deeper insights into why people act—and feel—the way they do.