The Italian delegation (small but lively) at Thessaloniki

Thessaloniki 2022: #SocialMarketing

The last 5th European social marketing conference has moved scholars and practitioners to confront each other on the contributions of social marketing for “Addressing wicked problems in a rapidly changing world”. In plenary sessions, interesting contributions by Peter Economides and Dimitris Skourogianniss led the audience to reflect respectively on the contribution of Marketing to society (“marketing is social”) and of Social Marketing to value the identity of (Greek) “neglected community”. Several on-field works contributed to increase the existing knowledge on the benefits produced by actions based on value-exchange mechanisms at downstream (e.g. Social eating initiative), midstream (e.g. Flexmakers) and upperstream (e.g. Food-based dietary guidelines). Often the audience asked: “and so in practice?”

So the future? … #SocialMarketingInPractice