Please note that
the conference
is held in English.

 

PROGRAM
BETTER BRANDS

The Sustainable
Marketing Conference


08.00 – REGISTRATION OPENS, COFFEE & FRUIT

09.00 – THE CONFERENCE STARTS – INTRODUCTION BY SUSTAINABLE BRAND INSIGHT

  1. The Purpose of The Better Brands Conference
     
  2. The Context of The Better Brand Conference
     
  3. Kickoff! 



09.30 – ARE YOU READY FOR WHEN YOUR CUSTOMERS RADICALIZE? 

In the next 10 years, three interconnected factors have the potential to exacerbate the frustration of the people towards companies.

  1. Ethical Business Practices  Examples of how consumers are willing to pay more for ethical products, and are willing to reward companies that do good and treat their workers well, and companies that are doing these things. And companies that are not.
  2. Climate Change  I'll contrast companies taking the necessary radical steps to truly combat climate change -and the ones that are just greenwashing.
  3. Automation – I'll look at crazy examples of the early stages of automation and robots taking people's jobs and how companies discuss this.

10.20 – NETWORKING BREAK

10.40 – COMBINING AESTHETICS & ACTIVISM

Anju is the founder of Swiss Beauty Company Abhati. She will talk about how she built a brand on sustainability values and got consumer to pay good money for it. Especially how she combined aesthetics with activism and managed to sell it to a very particular and selective target group - the Swiss.  

11.20 – SUSTAINABILITY & STRATEGY - MEETING NEW DEMANDS

Michael is the Sustainability Director of Kering. A global lifestyle and fashion company with brands like Puma, Gucci and Stella McCartney in the portfolio. Michael will talk about how Kering thinks and works strategically with sustainability and transparency as well as the emerging trends they see and how they handle them. 


12.00 – LUNCH BREAK


13.00 – MAKING SUSTAINABILITY SEXY TO THE MAINSTREAM CROWD

Speaker Milena2.png

Fed up with a packaging 'overdose', Milena founded Original Unverpackt in Berlin. It is a crowdfunded success where Berlin shoppers help themselves from large containers of food and toiletries. They bring their own containers and take as much of each thing as they need. It is called 'Precycling' and the initiative eliminates packaging and also reduces food waste.

The journey from launching the first store in 2014 to opening up the second during 2016 along with a webshop has been filled with challenges. Milena will talk about how she and her team have managed to make sustainability issues like waste relevant to the mainstream audience. How she "made it sexy" instead of boring. 

13.40 – USING STORYTELLING TO BUILD A STRONG CONNECTION TO YOUR CUSTOMERS AND MAKE YOUR BRAND TRANSPARENT.

Janne works with Marketing at Dutch company Mud Jeans. She will talk about how Mud Jeans uses storytelling to build a strong connection with their customers and make the brand transparent. How they manage to leverage the community of like-minded people to make their concept known.  

13.55 – POWER BREAK

14.05 – HOW OPEN DATA, CROWDSOURCING PLATFORMS, AND SOCIAL MEDIA ARE CHANGING THE TRANSPARENCY AND SUSTAINABILITY LANDSCAPE

Lets take a look at how new media, open data, crowdsourcing platforms, and social media are changing the transparency and sustainability landscape. In this interactive session, Nicholas will showcase new and creative ways to use technology that not only benefit your company but help to educate all stakeholders about your sustainability efforts and why they matter. 

14.20 – HOW TO BUILD A SUSTAINABLE BRAND IN A DEVELOPING COUNTRY

Victor will talk about how to build a sustainable brand in a developing country like Brazil. The way he and his colleagues have used social media to communicate and how it has been vital for success. 

14.40 – A QUEST FOR CHANGING THE FASHION INDUSTRY

Filippa K is on a quest to change the fashion industry through transparency and engagement. Elin and her colleague Ellen Dixdotter (Chief Marketing Officer) will talk about how the go about it. They will also present the results from a big campaign launched during Copenhagen Fashion Summit, the week before. 

15.00 – NETWORKING BREAK

15.20 – CRITICAL OPTIMISM - THE ROLE OF THE MEDIA

The intersection of sustainability and "new media" is as exciting as it is confusing. With less control over their image and brands, companies need to learn to manage their sustainability reputations in a wild west of bloggers, tweeters and instagrammers, as well as a traditional media who is as vigilant as ever.

At the same time, when it comes to sustainability, the media have a responsibility to advance the cause - that means working with companies who are doing the right thing as well as critiquing those who are not. This concept is called "critical optimism" and it can benefit both media and companies alike.

15.40 – PANEL DISCUSSION: LEARNINGS & THE FUTURE

Milena, Anju and Victor, all representatives of innovative and sustainable brands, will discuss their learnings from the conference. They will also look into the future. What are they expecting in the years to come? 

16.00 – WHAT CAN BRANDS EXPECT IN THE (10) YEARS TO COME?

 

16.30 – NETWORKING