Understanding Marketing’s Role in the Climate Era – Greenwashing, The Blue Economy & You
This session focuses on two complementary superpowers—innovative technology-driven solutions and marketing—that can help us thrive in the fight against climate change. Two industry experts will give short impulses on best practices and point out systemic challenges that, if tackled together, can have positive and powerful impact on reducing greenhouse gas emissions while bringing people along. Frankly, to enable real change, we – marketers, innovators and society at large – are asked to embrace the complex problems, strengthen our climate-ethical muscles and take action.
Nele Dageförde, CEO of TransMarTech (TMT), will enlighten us about “The Blue Economy” and its potential for positive sustainable impact. Nele’s work bridges innovation with ecological responsibility and fearlessly dives into the challenges and opportunities presented by ocean science.
Green marketing pioneer and COO of BAM! Bock auf Morgen, Jan Pechmann, will build on this in a second short keynote that takes a closer look on the new role of marketing. Jan will illustrate that greenwashing is not only a lack of morality but a lack of competence. Marketing’s new responsibility should, he argues, inspire and educate people around the concept of sustainability, and make them want to act “climate-ethically”.
The conversation will be moderated by Stephanie Helou, Accenture Song’s Studio Lead & Group Director, who will invite participants to engage in a town hall, interactive format, and explore how brands can make the right marketing decisions and use their superpowers for good.
• How might we bridge tech-led innovation with ecological responsibility?
• What is the right balance between competence and creativity, for genuine sustainability to flourish in marketing and beyond?
• What are you willing to change, as a marketing professional, to help your business succeed in the Climate Era?