European Social Marketing Conference 2026

1. Health and wellbeing

45 Minute Discussion or Interactive Session

Attendees will discover how “phoenix” entrepreneurs’ well‑intentioned social media messages can both support and unintentionally harm vulnerable consumers’ mental health. Drawing on a netnographic analysis of Instagram accounts, the session will introduce concrete indicators of toxic positivity and present more nuanced, authentic alternatives. Participants will gain a practical grid to diagnose “always positive” messaging and redesign content to better foster emotional self‑regulation and resilience.