European Social Marketing Conference 2026

1. Health and wellbeing

Poster

This session examines how parents assess educational games despite the difficulty of evaluating intangible developmental benefits. Drawing on qualitative insights, it introduces the concept of proxy‑based brand attachment, where children’s observable progress shapes parental trust and loyalty. Attendees will discover how life skills and evidence proxies influence decision‑making and advocacy. The session will interest researchers and practitioners in social marketing, consumer behaviour, and educational product design.