European Social Marketing Conference 2026

5. Innovation in theory, methods and measuring impact

Poster

How do we know whether social marketing interventions actually lead to behavioural change? This poster contrasts classical declarative evaluation with an implicit, behaviour-relevant measurement approach applied to a sustainability campaign. Attendees will see how different evaluation paradigms applied to the same intervention produce fundamentally different conclusions about impact, and why measurement choices matter when behaviour—not awareness or intention—is the intended outcome of social marketing.