October 2025

The iSMA 2025 AGM took place on 26th of September, and consisted of a brief review of the work iSMA has undertaken over the past year to promote the uptake of social marketing globally. The President of iSMA Jeff French also outlined upcoming actions and activities to increase recognition of the advantages of applying social marketing to tackle many of the worlds behavioural related challenges. The AGM also featured information about the growth of regional and national social marketing associations around the world. The AGM concluded with a review of iSMA financial position and ideas for income generation. This was followed by a keynote address. This year, we are fortunate to have a speaker from Hungary for the first time, Fabiola Kopasz. Fabiola spoke about social impact branding and social marketing. The aim of this presentation was to convince and inspire the experts that the gap between “marketing for profit” and “marketing for social good” can be narrowed, and in the case of purpose-driven companies, can disappear due to the sustainability expectations and pressure from stakeholders. The presentation demonstrates the impact and benefits of Business-to-Human approach (B2H), and includes some conceptions of how to apply social marketing to branding, how to build the brand with social value.