European Social Marketing Conference 2026

3. Social marketing for CSR and brand purpose

Poster

This session presents an innovative case study on Max Havelaar Fairtrade France, showcasing youth-driven strategies developed through experiential learning. Expect insights into omnichannel engagement, gamification, AR-based transparency, and empowerment narratives that transform Fairtrade from an abstract label into a meaningful, shareable experience. Participants will gain practical ideas for designing campaigns that resonate with digital natives and foster long-term behavioral change to reduce the intention-behavior gap.