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Jan Pechmann has set out to make marketing & communications the driver of transformation and thus from part of the problem to an active part of the solution. For him, greenwashing is not only a question of a lack of morals, it is above all a question of a lack of competence. That's why he likes to discuss the new role of marketing & advertising, and even more so the competencies required for it. As the initiator of the Marketing For Future Award, Germany's first prize for sustainability marketing, he searches every year for the best case studies of how marketing can promote sustainable consumer behavior. Jan Pechmann is a trained media scientist and social psychologist and has been a forward and lateral thinker in the German marketing landscape for over 20 years. What began with his strategy consultancy diffferent, he continues today as founder and managing director of the sustainability consultancy BAM! Bock auf Morgen.