European Social Marketing Conference 2026

3. Social marketing for CSR and brand purpose

20 Minute Oral Presentation

What if your most conservation-trained staff have the weakest personal nature connection? Research with zoo employees reveals counter-intuitive segmentation: conservation specialists show lowest personal-nature identity compared to support staff. Despite identical values, structural barriers create authenticity gaps. This session unveils three organizational profiles, maps nature connectivity as behavioral infrastructure, and presents internal social marketing frameworks transforming psychological diversity into strategic advantage. Segmenting your internal audience matters more than you think.