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Webinar Week - Day 1: Sustainability

"Innovate to Elevate: The Ultimate Webinar for Marketing Visionaries" is an online event that highlights the importance of innovation in marketing and aims to inspire industry professionals to rethink their approach to reach new heights of success. These webinars will highlight the importance of innovation in marketing to drive sustainable and meaningful business growth and success. During one week, we will focus every day on a topic.

Webinar Week (2)

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Webinar 1: Sustainability : Let your business be an actor, not a spectator.

How to make your brand active in the sustainability field? We live in a rising new world of which we do not know the model name yet and whose contours we barely see. Yet, from crisis to crisis, we are slowly building a new model of society.

How can your business and brand find its way through ? What can you do to participate to this construction?  

Key Learnings:

  • Identify your links with several of the 17 SDG’s
  • Apply the Shapership method to your own marketing and business thinking
  • Become a part of building a new society model

Speaker:

alain mayné

Alain Mayné

Game Changer Strategist @ AMI - Member of the Think Tank Sustainability

Discover the webinar below.

12:45 - 13:30: How to inspire trust and drive sustainable growth

The senior marketing leaders from the Sustainable Marketing 2030 study highlight a significant gap between marketing intentions and actions when it comes to creating credible and impactful stories that drive behavior change. Kantar’s data sources suggest that understanding the dynamics of trust and proactively addressing greenwashing can help foster a positive environment for impactful communication that drives behavior change. We will present Kantar’s globally verified model of Inspiring Trust and walk through its three key principles: Integrity, Identification, and Inclusion. Our guests will reveal the most frequently observed “perceived” greenwashing behaviors and offer advice on what marketing teams need to do to proactively address these issues. This advice will be based on the critical findings of the Sustainable Marketing 2030 study, shared by our moderator, and will be enriched with examples and experiences from our guest speaker, a CMO.

Key Learnings: 

  1. Understand the importance of inspiring trust for consumer buy-in to sustainability story
  2. Articulate the critical elements of inspiring trust and what marketing needs to do to enable them
  3. Define most frequently observed behaviours that can lead to (perceived) greenwashing and pro-actively address them

Speaker:

Ozlem Senturk

Ozlem Senturk

Partner, Sustainable Transformation Practice @ Kantar
Rupen Desai

Rupen Desai

CMO & Venture Partner, Una Terra & Co-founder, The Shed 28

13:30 - 14:15: Positive communication can save the world

We will share our most important findings from 12 years of sustainable communication in association with listed Belgian companies. We will talk about the barriers and enablers in the journey to successful sustainability communication. We will explain our Focus ESG Framework through three waves of change and show several inspiring cases that tap into the power of positive communication.

Key Learnings:

  1. Marketers should lead the sustainability movement
  2. Understand why and how positive communication can make a real difference
  3. How brands can become a major contributor to a sustainable organization
  4. Define the best practice on both internal & external sustainability communication

Speaker:

Renate De Martelaere

Brand Strategist @ Focus Advertising

Freddy Verschoore

Sustainability Strategist @ Focus Advertising