Hi all,

The next World Social Marketing Conference will take place in Bangkok, Thailand, from November 9 - 14, 2027. This is the first time it will be held in Asia. The conference will bring together practitioners, academics, policymakers, and decision-makers from around the world. Delegates will present their practical experiences and evidence-based approaches to behavior change, and discuss how these can address the major environmental, health, and social challenges of our time.

The event will be held with the following partners: the Thai Health Promotion Foundation (ThaiHealth) as host organization, the International Social Marketing Association as the primary global association partner, the Asian Social Marketing Association as regional association partner, and Fuse Events, owner and event management partner of the World Social Marketing Conferences.

Training workshops: November 9-10
Main conference: November 11-13
Running event and project visits: November 14

If you are interested in submitting an abstract to the conference, the call for papers opens in September 2026. Registration will begin in October 2026. I will send a link for more information when one becomes available.

Hi all, 

Recycling our batteries is imperative in the battle to keep our communities safe, fight climate change, and ensure a strong circular economy. When we recycle batteries safely, we keep hazardous materials out of landfills. We also allow for the proper recovery and reuse of valuable materials that can be made into new products.

If you are thinking of launching a battery recycling program, or already have one, consider checking out the following two high-quality campaign toolkits. One is from the United States, and the other is from Canada. 

The first is the United States Environmental Protection Agency (EPA)’s Battery Collection Best Practices Toolkit, an online database of resources on battery collection efforts nationwide. It is specifically designed to help governments improve existing battery collection programs or create new ones. The toolkit includes: 


·      Case studies that demonstrate how communities and local governments have successfully designed and implemented battery collection programs

·      Educational materials that encourage battery collection through social media posts, flyers, and more

·      How-to guides that include best practices for safely managing battery collection sites

·      Infographics that convey visual information about battery collection and management

·      Reports with background research, policy information, and data to support decision-making

·      Webinars that feature subject matter experts, case studies, and peer-to-peer learning opportunities

You can access the EPA’s toolkit here. 

The second is the Canadian organization Call2Recycle’s Battery Safety Campaign Toolkit. Designed for municipalities and other community partners, the toolkit educates Canadians about battery safety. It includes content for social media (e.g., videos, images, and captions), websites, and newsletters. There is also a press release template that you can use if your municipality or fire department wishes to announce a partnership with Call2Recycle.

You can access Call2Recycle’s toolkit here. 

Hi all,

Smart Trips Austin is an active transportation program that encourages residents to walk, bike, carpool, and use public transit to reduce single-occupancy vehicle trips in Austin, Texas, USA. The program is a partnership between the City of Austin and Capital Metro. 

The Smart Trips Austin program has three primary objectives: 
·       Curb congestion by encouraging residents to explore the city sustainably

·       Reduce single-occupant vehicle trips by 5%

·       Increase active transportation trips by 5% 

The program uses community-based initiatives to overcome barriers to sustainable transportation options. For example, they use learn-to-ride classes, transit instruction, walking tours, and community bike rides. They also offer transportation information and resources and provide one-on-one personalized support. Even their multi-modal transportation incentive toolkits were delivered in person through home visits in key neighborhoods.

In 2019, Austin City Council presented its Strategic Mobility Plan, which included a commitment that within two decades, half of Austin residents would commute to work without driving alone in a car. At that time, nearly 75% of car trips were drive-alone, while the goal was 50%. To stay true to this commitment, the City of Austin encouraged its own staff to use sustainable travel modes more often. It introduced a Smart Commute Rewards program for city staff that included giving employees time off for engaging in sustainable commutes. Remarkably, the drive-alone rate among staff soon fell by 12% (from 53% to 41%). Also in that same year, the city piloted an electric bike fleet for its staff, which later expanded.

Results? Smart Trips Austin managed a 5-10% decrease in drive-alone trips among participants and a corresponding 5-10% increase in active and shared trips.

For more information about this program, click on the Tools of Change website here. 

Hi all, 

For those of you working with invasive species, you might find the Don’t Move Firewood campaign interesting. Initially launched in 2008, this campaign is an outreach partnership led by The Nature Conservancy. The purpose of the campaign is to protect trees throughout North America from invasive insects and diseases that may be carried long distances by contaminated firewood. The campaign explains that everyone can help mitigate the spread of invasive insects (e.g., emerald ash borer) and diseases that kill trees by making well-informed choices about firewood. The central slogan of the campaign is “Buy it where you burn it”. In other words, buy firewood on-site where you are going to burn it instead of transporting it from home.

Some of the features on the website include a firewood map, where you can click on any state, province, or territory in North America to learn more about local rules and regulations for using firewood. They also have a resource library with downloadable posters, ads, postcards, and brochures about the campaign. There is also an index of invasive species and diseases for individuals who are looking for detailed information on a particular one. Additionally, they have a Frequently Asked Questions page, which is quite helpful.

There was an interesting 2016 study completed in four Mississippi state parks, in which 170 campers were interviewed about their knowledge, attitude, and actions regarding forest insects and firewood movement. The study found that although state and federal authorities have long-running educational campaigns, campers' knowledge of the problem was low, and even when they knew about it, their attitudes and actions did not change. This finding may have implications for the Don’t Move Firewood campaign, which is educational. The campaign might benefit from including more behavioral aspects such as influencing social norms or building commitments. For example, I can imagine seeing photos of commitments made by campers on an exhibit at a camping/adventure store. These photos would show campers holding firewood and demonstrating their commitment to buy firewood locally. Of course, any behavioral strategies employed would have to align with the barriers to change. 

To see the Don’t Move Firewood campaign website, click here. To review the study’s abstract, click here. (There is a paywall).

Hi all, 

I have three upcoming conferences to tell you about. 

The first one is the 7th annual European Social Marketing conference. I’ve just received news that the full conference program is now live. The conference takes place from July 8th to 10th, 2026, at Montpellier Business School in Montpellier, France. Before I describe the conference, I will vouch for this city, as I lived there for ten months many years ago. I was teaching English in local schools and learning French at the same time. I met some lifelong friends and experienced the beauty and intrigue of Montpellier firsthand. From its food to its history, architecture, gardens, music scene, and culture, Montpellier is a special city on the coast of the Mediterranean. 

Now, on to the conference. The theme is “Momentum for Good: Citizen-Powered Acceleration of Positive Change Through Social Marketing Interventions”. Some session examples include: 


·      Anti-Bullying Solutions Using Community-Based Social Marketing

·      Comparative Case Studies of Three 2025 Plastic Reduction Initiatives

·      Promoting Waste Separation in Hotels Using Effort & Enjoyment Frames

·      Waste Sorting in Disadvantaged Collective Housing: A Systems Social Marketing Perspective

·      Lessons from a Community Reusable Cup Trial

·      Psychological Determinants of the Adoption of Reusable Menstrual Products

·      How Citizens Resolve Frictions Between Budgetary Constraints and Sustainable Food Aspirations

·      How Life Events Create ‘Moments of Change’ for Circular Economy Behaviors

The conference takes place over three days, with skills-building workshops, plenary sessions, and on the evening of July 9th, a beach social at a stunning beachfront venue in La Grande Motte (not far from Montpellier). Prices vary. To learn more or to register, click here. 

The second one is the North American Social Marketing conference, which will take place in the beautiful city of Victoria, British Columbia, Canada, on October 1st to 3rd, 2026.  Dr. Doug McKenzie-Mohr has already posted about this, so I will simply provide you with the link to learn more or to register. 

The third one is the 2nd African Social Marketing Association conference, which takes place in Cairo, Egypt, from November 10th to 12th, 2026. I have been to Cairo many years ago. I can tell you that one of the most unforgettable experiences of my life was being in a taxi and catching my first glimpse of the Great Pyramids. Unforgettable. Cairo also has some cute little perfume boutiques that I remember going to. As for the conference, the theme for this year is “Behavior Change for Sustainable Social Impact: Integrating Policy, Community, and Individual Action”. They are still making calls for abstracts, so the program is not yet live, but it is worth checking out anyway. Early Bird rates still apply. Here is the link. 

Hi all, 

Climate change is worsening drought conditions, making it imperative to promote water conservation. Southern Nevada Water Authority’s Water Smart Landscapes (WSL) program pays residents to replace their non-native, ornamental lawns with drought-tolerant native plants that consume less water because they are more adaptable to the dry climate. Through the WSL rebate program, residents are paid $5.00 per square foot for the first 10,000 square feet, then $2.50 per square foot thereafter. Businesses are also eligible, with slightly different rebate payment amounts. 

After applying for the program, each applicant receives an initial site visit to their property. The purpose of the site visit is to ensure that the property meets the minimum requirements for conversion to native landscaping; for example, the lawn is alive and irrigated. Once approved, the resident replaces their lawn with drought-tolerant native plants (xeric landscaping) or artificial turf. The converted areas must contain at least 50% living plants at maturity. A final site visit verifies that the conversion is suitable and meets program requirements. Then, the resident receives their payment. The rebate covers up to three-quarters of a resident’s out-of-pocket expenses, and the average time between application and completion is about five months. 

The WSL program is promoted through local media, advertising (radio, television, print and digital), the Southern Nevada Water Authority’s website, water bill inserts and direct mail, community events, social media, conservation classes, a Speakers’ Bureau, presentations, and through Southern Nevada Water Authority’s member agencies. The promotional posters are interesting, stating “We’re not playing around. Useless grass has got to go.” These posters appeal to residents’ notions of what is the right thing to do, thereby capitalizing on social norms. 

Results? On average, for an individual home, the WSL program reduced water consumption by 20% throughout the year. These savings were maintained for up to a decade after the landscape conversion because xeriscaped landscapes usually use automated irrigation timers. In terms of overall impact, by 2022, residents in the Las Vegas Valley had removed over 200,000 square feet (18,000 square meters) of grass, converting the area to drought-tolerant landscaping. During that same period, the Valley’s population increased by 49%, while the amount of water it drew from the Colorado River shrank by 26%. 

For more details on the Water Smart Landscapes Program, including before-and-after photos, click here and here. 

Hi all, 

According to the United States Environmental Protection Agency (EPA), Americans generated 292 million tons of municipal solid waste in 2018, which is nearly 5 pounds per person per day. Although recycling and composting have increased significantly since the 1960s, there is still a need to divert more waste from landfills. Cities present unique challenges for waste diversion in that there are more multi-family buildings, where residents do not recycle as much as in single-family homes. Research suggests that the main hurdle to recycling more in multi-family buildings is structural, not behavioral (DiGiacomo et al., 2018; Rhodes et al., 2014; Wagner, 2011). In other words, more bins, convenient access, and clear signage are needed. However, once these structural provisions are in place, behavioral interventions need to take it a step further. 

A 2023 study by researchers in the United States conducted 12 weeks of interventions in two multi-family buildings in New York City. In one building (n=372), residents received weekly comparative feedback in which their recycling habits were compared with those of their neighbors. In another building (n=602), residents received weekly non-comparative feedback with data about their building alone. The feedback was provided through graphic posters placed in the waste collection rooms on each floor in both buildings. Each poster included a combination of graphics and text, and they were designed to be almost identical to one another, except for the specific data. This facilitated the assessment of two different social norm intervention types.

Results? The study’s authors analyzed the volume of recycling per week, which was a total count of bags (plastic, glass, and metal) and bales (paper and cardboard) of recycling per building. They found that although modest, there was a statistically significant increase in recycling within the social comparative feedback building. In other words, comparing residents’ recycling habits to those of their neighbours increased their recycling rates. This study points to social norms as one avenue for closing the gap between intentions and behavior. Specifically, group norms may be an effective way to increase recycling in multi-family buildings. When individuals perceive themselves as being part of a group, this leads to higher levels of conformity in terms of group behavior (Constantino et al., 2022; Schultz, 2022; Vander Linden et al., 2015). For building managers, this might mean creating programs that encourage social cohesion. For example, organizing social events, gatherings, and community building activities, as well as engaging motivated residents who can serve as recycling leaders on their floor.

To read the full study, click here.

Hi all, 

Many people believe that technology will solve the climate crisis. The World Economic Forum, for example, asserts that “we must invent our way out of climate change”. While technological innovation is critical, this line of thinking suffers from a blind spot as it ignores the social and political landscape surrounding the problem. Jared Furuta and Patricia Bromley outline three myths that underpin this tech-first way of thinking.

Myth #1: Environmental solutions emerge as a natural response to environmental problems.

It is common to think that as environmental problems worsen, ambitious action automatically arises to counter them. As we see more severe droughts and wildfires globally, we might expect more support for climate change policies. But research in sociology and political science suggests that this is not the case (McAdam, 2017). The “London Fog” of the 19th and 20th centuries is a great example of an environmental problem that existed for a long time without reform. During that time, smog blanketed the entire city, and that was normalized, a part of everyday urban life. It wasn’t until 1956, when political conditions became favourable, that action was taken, and the Clean Air Act was passed in the United Kingdom.

As is the case with individual behaviors, the presence of the climate crisis alone is not sufficient to mobilize people. Reforms require organization, political opportunities, and compelling narratives to succeed. 

Myth #2: When policy appears, meaningful change will follow.

Countries and organizations often adopt policies for reasons that are misaligned with the underlying problem. It is frequently the case that these policies are adopted to follow established social norms, which provides legitimacy. But this too often means that policies are adopted symbolically, creating the appearance of a solution without any real change happening. This phenomenon is known as “loose coupling”. Sometimes, loose coupling involves intentional “greenwashing,” but other times, actors may simply not be able to implement or enforce policies. A good example of loose coupling is airline carbon offsets. Companies frequently allow passengers to “offset” the carbon emissions from their flights, but there is limited evidence that these policies actually reduce carbon emissions. 

Myth #3: Scale is a silver bullet. 

There is a prevalent belief that solutions will be more effective when scaled. If the problem is global, as is the case with climate change, then the solution must be to apply new technologies and policies to everyone, everywhere. However, solutions that work in one local context do not necessarily work in another, even when they exist in the same country. Further, research suggests that large-scale reforms can cause backlash when they interfere with people’s values or ways of life (Furuta & Bromley, 2025). Examples of this include the Yellow Vest protests in France that responded to a proposed fuel tax hike in 2018 and a strong push against carbon pricing taxes in Canada that resulted in their partial repeal in 2025. 

Policies and technologies spark resistance if they disrupt current practices, challenge identities, or are mismatched with local conditions. Scale can amplify all of this.

To read more about these myths, including what can be done to address them, click on the Behavioral Scientist’s article here. 

Hi all,

Understanding and lowering pesticide-related risks is critical to safeguarding human health, conserving ecosystems, and maintaining long-term food security. Although it is commonly thought that high pesticide use is attributed to a lack of knowledge, there is plenty of research suggesting that awareness of pesticide risks is already high (Sabran and Abas, 2021; Wang et al., 2017; Yang et al., 2014; Macharia et al., 2013). Unfortunately, unsafe practices continue, indicating that knowledge alone is not enough to drive change.

The Ukulima True campaign in Kenya promoted safer farming practices within the agricultural community. More specifically, the campaign aimed to mitigate pesticide-related risks by not only disseminating behaviorally-informed messages but also by providing practical training on responsible pesticide use. Peer-to-peer training sessions were conducted and led by trusted community members, such as lead farmers. They taught practical, interpersonal sessions that were particularly useful for farmers who lacked access to mass media. Over 6 months, 30 trained lead farmers delivered 217 peer sessions, each lasting at least 1 hour and covering core topics, such as pest prevention, safe pesticide use and handling, and post-spraying practices. In total, 1194 farmers participated in these interactive sessions.

In addition to the training sessions and use of mass media, the campaign also analyzed prevailing social norms and beliefs around pesticide use. The campaign organizers identified culturally embedded behaviors and attitudes that either impeded or supported safe practices. To change these norms, Ukulima True organized and led field days and large-scale community gatherings that created open spaces for dialogue and learning about pesticide safety. The campaign organizers also considered the broader regulatory environment that shapes pesticide access, use, and monitoring. They engaged with policymakers, county food safety committees, and regulatory bodies to push for stronger enforcement of pesticide regulations, more support for training programs, and increased access to safer alternatives such as biopesticides. These efforts facilitated a more supportive environment for lasting behavior change.

Results? Nearly 70% of farmers became aware of the campaign, with peer-to-peer learning and radio being the most influential communication channels. The campaign also led to significant behavior changes, with 86.4% of farmers engaging in at least three Integrated Pest Management (IPM) practices and 85.7% consistently monitoring their fields for pests and diseases. Awareness of approved pesticides increased to 70%, and the use of Personal Protective Equipment (PPE) while pesticides were being applied also improved, which reduced farmers' direct exposure to pesticides.

Though this campaign took place in Kenya, the behavior change strategies used apply to a Western context.

To read the full study, click here. 

Hi all, 

Conservation policy is ambitious. Marine protected areas now cover almost 10% of the world’s oceans, and protected lands account for almost one-fifth of Earth’s terrestrial surface. On paper, this progress is impressive. 

Yet there is a phenomenon called “paper parks” that has been known by conservationists for a long time. These are protected areas that exist in law but not in practice. After the legislation passes, government announcements are made, and rules are changed, but the wildlife, fish, and forests remain unprotected because the behaviors those rules depend on do not shift. Conservationists have learned over time that structural change in the form of policy and legislation is important, but not enough. 

There’s an interesting debate around this in a recent book, It’s On You: How Corporations and Behavioral Scientists Have Convinced Us That We’re to Blame for Society’s Deepest Problems. The authors are leading behavioral scientists, and focus their central argument on the “i-frame” vs. the “s-frame”. The “i-frame” is an intervention that aims to change behavior within existing systems, such as reminder messages, information campaigns, and default settings. The authors argue that corporations and policymakers prefer this approach because it draws attention away from structural changes that might threaten powerful institutions. Carbon footprint calculators promoted by the oil giant BP are a great example. The alternative, the “s-frame”, centres around changing the system itself through laws and regulation. The authors make the point that many nudges are not large or significant enough for the problems they target. Transforming energy, food and financial systems requires more than behavioral tweaks. While this may be true, the field of conservation demonstrates that for many complex situations, both structural reforms and behavioral interventions are required.

Consider that a fisher might be aware of the areas she cannot fish, a farmer might know the forest boundary, and a community living next to a wildlife corridor might understand the laws against poaching. Yet all of these people might break the rules because the incentives favor extraction, enforcement is weak, or the social norms signal non-compliance. There is no question that legislation and regulation matter, but the expectations people form about whether others will comply, and the social infrastructure built around those expectations, will ultimately determine whether a law or policy changes real-world outcomes. In practice, this might mean clear boundary markers, community monitoring systems, and shared commitments that make breaking the rules both visible and socially costly. 

Durable conservation occurs when people trust the regulations, expect their community to follow them, and participate in the social systems that make compliance real. When those behavioral foundations are absent, even the best policies become paper promises.

To read the full op-ed by Kevin Green, click here.