Hazel Pettifor, Senior Researcher within the SILCI team presented her work on low carbon innovation attributes in a poster session at the World Social Marketing Conference in Edinburgh 5th/6th June 2019. A link to the poster can be found here. The conference brought together world renowned social marketing academics and practitioners including many working within environmental behaviour change. As well as many good conceptual papers within this stream, empirical papers were presented on the potential for social marketing campaigns to effect food waste behaviour, recycling and energy use. A particularly relevant keynote address was given by social marketing guru, Nancy Lee, who emphasised the importance of segmenting markets, establishing new social norms of acceptable behaviour, and developing clear and targeted incentives to effect behaviour change.