Report: Prospects, Opportunities, and Challenges for the Social and Behaviour (SBC) Sector – What SBC Professionals Around the Globe Have to Say, October 2025
This report presents the responses of a wide range of participants of the Global Alliance webinar on the SBC current context. It presents submitted responses and summaries.
Summary of Responses
- Looking ahead, what emerging trends or challenges in your field will require new approaches to social and behavior change? The SBC sector needs to lead in integrating responses to these global trends in an innovative way. Their rise brings challenges that demand adaptive, community-driven SBC approaches more than ever before. These must be rooted in trust, inclusivity, and locally-led innovation, especially among youth and marginalized groups.
- What does the SBC sector and community need to grow and strengthen? There is a clear desire for simpler, more accessible language and stronger advocacy to communicate the value of SBC. Participants argue that SBC must be easy to understand for policymakers, funders, and other sectors, articulating clearly how it drives social transformation and long-term outcomes. The call is for a unified narrative, practical messaging, and visible champions who can position SBC as indispensable to achieving the SDGs and national development goals. Greater visibility and strategic storytelling are essential to building recognition and influence.
- Where do you see the greatest opportunities for cross-regional or cross-sectoral learning and collaboration? No longer optional, cross-regional and cross-sectoral cooperation is essential for impact. Participants see opportunities with movement building and supporting wider youth development by mobilising resources for cross-sectoral growth. There’s hope for digital health campaigns, climate resilience efforts, and youth-led cross-regional activities. These subjects naturally bring voices together across borders and sectors. This can be advanced through clustered engagements that enhance mobilisation and advocacy, while investing in capacity building and creating cross-learning spaces across countries to share lessons and best practices.
- How can we effectively elevate our SBC voices and presence? Participants emphasize that strengthening SBC’s visibility and legitimacy requires unity, evidence, strategy, and inclusion. A unified and strategic voice is seen as essential to align efforts, assert SBC’s legitimacy, and advocate collectively for influence and recognition. Visibility should be fuelled by “emotion backed by evidence,” using data-driven storytelling, digital media, and organized knowledge platforms to connect with diverse audiences and showcase impact. Finally, participants stress the need for SBC to enter policy spaces, form cross-sector partnerships, and elevate local and diverse leadership so that advocacy reflects authenticity, shared power, and global credibility.
Background on the Report
In September 2025, the Alliance hosted two sessions of an online event titled Current & Continued Importance of SBC: Strategic Directions & Future Goals, attended by 175 participants from around the globe. As part of the webinar participants were asked to respond to the 4 questions above. All participant responses were coded and categorized. Summative statements for the most frequently mentioned themes and suggestions are presented in this report.
The Alliance wishes to thank all participants and Alliance members who contributed to the event and this report.
Report Authors: Stephanie Tholand and Joel Mercado
Read the Full Report here.
