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Session 1-3
Session 1
Global Overview: What consumers understand by sustainability - and how communication can best reach them
23 November 2021 | 11 am – 12.15 pm (CET)
Sustainability as a megatrend – how brands can deal with changing consumer behaviour
Petra Sueptitz, Director Marketing and Consumer Intelligence, GfK
The COVID-19 pandemic is a catalyst for the next wave of environmental movement, making sustainability a non-negotiable aspect of life for a growing number of consumers across the globe. But does sustainability really only mean ecological business? What influence does the coronavirus have on consumer behaviour in different countries and target groups? The insights provided here will help you to make your brand and company fit for the future.
Success factors of global sustainability communications
Christoph Kahlert, Managing Partner Serviceplan Berlin
Sustainability is not a trend; it is here to stay. This is why more and more brands are starting to communicate their fight against climate change or social issues. Sustainability communications offer unique challenges for companies looking to find the perfect mix between precise reporting and engaging marketing. By showcasing various case studies from around the globe, we will help you identify key factors for successful sustainability communications.
Session 2
Reduce, compensate, communicate: Sustainable media planning as a comprehensive process - nationally and globally
25 November 2021 | 11 am – 12.15 pm (CET)
Barbara Evans, Managing Partner Mediaplus Media 2 & Matthias Brüll, Managing Partner Mediaplus
Why is sustainability such an important topic for the advertising industry? Because marketers and consumers are looking for sustainable solutions and see this as a key issue. After Covid-19 even more than ever before. We can live sustainability in the company. By changing our fleet, reducing our resource consumption and acting more consciously. But we can do so much more than that: we can produce sustainability. By offsetting the carbon footprint of campaigns. Or by optimising campaigns and media plans for CO2 from the very beginning. Advertisers can benefit enormously. Especially if they communicate transparently about their activities. Let's talk about how it can be done. Nationally and globally. We need these two perspectives because the conditions and frameworks for sustainable engagement are different depending on where we are in the world.
Session 3
Sustainable communication success - locally and internationally: Brands share their experiences with us
30 November 2021 | 11 am – 12.15 pm (CET)
These Western companies embrace and communicate sustainability on an international level. Find out how they are developing their sustainable strategy and what their focal points are. What do their customers want and need today – and how are they fulfilling these expectations? Which challenges have they overcome? You will also learn how companies can profit from the sustainability transformation – and effectively communicate the change in all markets.