The 6th European Social Marketing Conference for Behavioural and Social Change
Momentum for Good: Citizen-powered acceleration of positive change through social marketing interventions
The European Social Marketing Conference (ESMC) is the leading event for behaviour and social change professionals working to improve individual and collective wellbeing across Europe. Held every two years, the conference brings together academics, practitioners, policy-makers and campaigners who use social marketing and behavioural science to create lasting social impact.
The 2026 edition—Momentum for Good—will be hosted at MBS School of Business in France from 8-10 July 2026, and is jointly organised by:
- European Social Marketing Association (ESMA)
- MBS School of Business
- Institut du Marketing Social (IMS)
The theme Momentum for Good celebrates the role of citizens as active agents of change, not just beneficiaries of interventions. The event will showcase work that enhances civic participation, co-creation, and evidence-based approaches to solving complex social challenges—across health, sustainability, technology, equity, and systems change.
Whether you're exploring innovative theory, advancing policy, driving digital impact, or designing grassroots programmes, ESMC 2026 is your space to connect, collaborate and catalyse change.
OUR MISSION AND WHAT TO EXPECT
The mission of the World Social Marketing Conference event series is to act as a vehicle to help build a movement dedicated to capturing, spreading and nurturing good practice in Social Marketing, as well as increase the efficiency and effectiveness of Social Marketing practice at both operational and strategic levels.
The European Social Marketing Conference gives particular focus to behaviour change initatives in the region and provides a platform for European behaviour change professionals from a range of disciplines and sectors to come together, share best practice and help develop programmes for social good.
What is Social Marketing?
Social Marketing is a set of evidence and experience-based concepts techniques and principles that provide a systematic approach to understanding behaviour and developing social interventions that work. It is a fusion of science, experience and practical ‘know how’.
What happens at the conference?
New ideas and evidence will be presented at the conference by thought leaders, practitioners, students and those with a passion for making positive behaviour change happen in their community, country or region through the application of impactful and insightful communication strategies. The event will bring together practitioners, academics, policy makers, researchers and industry experts to explore and enrich Social Marketing practice around Europe.
How can I take part?
The best way to take part is simply to attend the event! However, If you have a case study, workshop idea, interactive learning session, new theory or research findings which you wish to present at the conference then simply submit an abstract of your work for peer review. Abstracts are 600 words (maximum) with opportunity to provide further supporting evidence and we have useful submissions guides to help make your application as easy as possible. Abstracts which are successfully reviewed (the process is competitive!) will be selected for inclusion in the conference programme.
There will also be a range of accessible sponsorship opportunities available to those who want to take their support for the event to the next level.
ORGANISING PARTNERS
European Social Marketing Association (ESMA)
The European Social Marketing Association (ESMA) is a professional network dedicated to the advancement of social marketing practice, research, and education across Europe. As the leading voice for social marketers in the region, ESMA promotes evidence-based approaches to behaviour and social change, advocates for ethical practice, and fosters collaboration among academics, practitioners, and policymakers. By supporting events like the European Social Marketing Conference, ESMA helps connect people working across sectors to drive progress on health, environmental, and social issues that matter.
MBS School of Business (MBS)
MBS School of Business (MBS) is one of Europe’s leading institutions for socially responsible business education. Located in the heart of the Occitanie region in southern France, MBS is committed to diversity, sustainability, and innovation. Hosting ESMC 2026 reflects MBS’s deep engagement with the values of civic impact and inclusion. Through research, education, and partnerships, MBS supports initiatives that place human and societal needs at the centre of change—making it an ideal home for this citizen-powered edition of the European Social Marketing Conference.
Institut du Marketing Social (IMS)
The Institut du Marketing Social (IMS) is France’s leading network dedicated to the development and promotion of social marketing. Bringing together academics, practitioners, and public sector partners, IMS works to advance social marketing as a powerful tool for behavioural change and public good. Through research, training, and collaborative initiatives, IMS champions citizen-centred solutions to societal challenges across health, sustainability, inclusion, and wellbeing. As the French chapter of the European Social Marketing Association (ESMA), IMS plays a key role in connecting the national and European social marketing communities.
PARTNERS
SUPPORTERS
