World Social Marketing Conference 2025

This session examines how social identity switching shapes binge drinking behaviours and how social marketing can use identity-based approaches to promote healthier choices. Based on biographical interviews from four countries, the study identifies key social identities that conflict with binge drinking. Attendees will gain insights into how individuals navigate these identities and how social marketing can strengthen alternative, protective identities. This session is ideal for researchers and practitioners addressing stigmatized behaviors and promoting positive behavioral change.