World Social Marketing Conference 2025

Can corporation do more than donate? This session presents compelling experimental evidence showing that Corporate Social Marketing (CSM) drives more substantial behaviour change than philanthropy or cause marketing, especially when cause–company fit is high. Rooted in nudge and attribution theory, the paper provides actionable insights for designing credible, effective corporate initiatives. Perfect for practitioners and researchers seeking to harness midstream stakeholders to deliver impactful, behaviourally focused interventions that go beyond awareness and truly shift behaviour at scale.