Wim Vermeulen - Bubka

“DO WHAT YOU DO BEST, BUT
FOR THE PLANET’S SAKE,
HURRY UP”

Climate scientists suggest that reducing demand for products associated with high greenhouse gas (GHG) emissions is a key strategy to limit the overshoot in global warming. This approach focuses on social norming sustainable consumption behaviour, and marketers have a crucial role to play in it. Marketers can phase out unsustainable products, make sustainable products cheaper, and communicate messages that encourage climate-friendly consumption behavior.
Every tenth of a degree counts in the fight against global warming, and every action counts in conveying to consumers the need to change their consumption behavior.

Margaux Plurien - The Shift

GREENHUSHING HOW TO NAVIGATE THE DANGEROUS WATERS
OF SUSTAINABILITY COMMUNICATION?

I am a millenial and as many young people of my generation, the climate crisis influences many aspects of my life. On a personal level, I have become increasingly intransigent with the products I buy – I regularly scan foodstuff and will chech carefully online before buying apparel. These havits have been not only shaped by the current trends but also by my profession, as I assist companies in both their communication strategy and on their CSR journey.

Stephane Buisseret - AIR

FROM LOVEBRAND
TO WELLBRAND

In 2004, almost 20 years ago, Kevin Roberts, then CEO of Saatchi &Saatchi, wrote a highly regarded marketing book: lovemarks: the future beyond brands. To summerise briefly, Roberts explained that in order to deal with the commoditisation and standardisation of often interchangeable products and offerings, brands needed to create emotional attachment and loyalty beyond reason. They were to become lovebrands. For roberts, this almost- Romantic relationship with the brand was built on three pillars: mystery, sensuality and intimacy. It is hardly worth explaining further, as it now seems so anachronistic.