12:00 - 12:45: 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:

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

Speaker:

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

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 Partner, Sustainable Transformation Practice @ Kantar
	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:

12:00 - 12:45: The 4 key drivers in MarTech for 2025

In 2025, four key drivers will further shape MarTech’s future. First, the content supply chain will become more streamlined. Second, marketing and technology will blend to better serve customer needs. Third, data will remain central to decision-making. And fourth, ROI will the driver for decision making. The sessions will zoom in these 4 ciritical pillars to help you build a 2025 strategy.

Key Learning:

Adapt your current MarTech strategy with new insights & updates.

Speaker:

Tim Karpisek Marketing services director @ iO

12:00 - 12:45: How to marketing the rainbow

Tom Sweetlove, Captain van de Think Tank Diversity & Inclusion, spreekt vandaag over Diversiteit in Marketing, met marketing expert Alfred Verhoeven. Alfred is in de afrondende fase van zijn promotieonderzoek "Marketing the Rainbow". Hierin kijkt hij naar bedrijven, merken en organisatie zich richten op de LHBT-consument, of die 'regenboogthema's' gebruiken in hun communicatie en campagnes. Waarom? Hoe? Is het de moeite waard? Wat zijn de valkuilen?

Key Learnings:

1. Je krijgt inzicht in de Belgische evolutie van rainbowmarketing aan de hand van concrete voorbeelden en cases
2. Je beschikt over feitelijke argumenten om collega’s en stakeholders te overtuigen om het LGBTQI+ thema oprecht op te nemen in je marketing en communicatie

Speaker:

	Tom Sweetlove Captain of the Think Tank Diversity & Inclusion
	Alfred Verhoeven Marketing Expert @ BRIGHT Marketing Solutions & Partners

12:00 - 12:45: Personalised advertising (cookies and other means): evolutions in case law – what now?

Can personalization thrive in 2024 under the GDPR?

Recently large companies have tried a different approach in their advertising strategy, which has raised questions about the legality of this approach regarding the GDPR.

In this webinar we will explore the opinion of the EDPB regarding the Pay-or-Okay as well as other case law to provide a complete overview of the current state of marketing and personalized marketing in the context of the GDPR.  

Key Learnings:

1. Provide a legal update
2. Understand the current vision of the authorities regarding marketing in order to create sustainable marketing campaigns
3. Discuss potential angles for future marketing campaigns.

Speaker:

Jonathan Crabbé Digital Lawyer @ EY Law

12:45 - 13:30: Just Do It Right: Navigating AI Ethics in Marketing.

Join us for the "Just Do It Right: Navigating AI Ethics in Marketing" webinar, a transformative session where we explore the frontier of ethical AI and its profound impact on marketing.

Dive into how maintaining control, ensuring transparency, and fostering inclusivity can not only protect but also empower your brand and consumer relationships.

Learn to navigate the complexities of AI with integrity and discover strategies to implement an ethical framework that aligns with your brand’s values.

This session is a must for marketing professionals eager to lead in the AI revolution responsibly!

Key Learnings:

1. Understanding Ethical Implications: Grasp some essential ethical considerations that AI introduces into the marketing landscape.
2. Frameworks for Ethical Decision-Making: Learn to apply an ethical framework to guide AI deployment in marketing campaigns.
3. Balancing Innovation with Integrity: How to innovate responsibly, ensuring AI solutions are both cutting-edge and ethically sound.
4. Building Consumer Trust: Techniques for leveraging transparency and fairness to build and maintain consumer trust.
5. Future-Proofing Your Marketing Strategy: Some insights into future (self) regulatory trends and how to prepare your marketing strategies to adapt and thrive.

Karine Ysebrant Senior Consultant in Management, Marketing, Media & AI Member of Think Tank Ethics

12:00 - 12:45: Inside the Gen Z parental mind with Philips

In this myth-busting case study that demonstrates the power of blending perspectives to provide deeper understanding and actionable strategies, we’ll explore the custom-crafted empathy experience that allowed stakeholders at Philips to connect with Gen Z parents and understand how this next generation are redefining parenthood.

Key Learnings:

1. How to get closer to your brand audiences
2. How to create empathy experiences
3. How to increase ROI from insights

Speaker:

Angie Deceuninck Partner @ Human8