Sustainability does not require persuasiveness
Committing to sustainability is no longer simply an altruistic act. After all, sustainability is good for business. Communicating your sustainability efforts is another matter entirely.
What?
However, recent research commissioned by Encon shows that 72% of these customers have little or no faith in the sustainability promises made by brands or products. This obviously has a significant impact. After all, how do you ensure that your efforts are actually believed?
Our current marketing techniques are not tailored to the needs of communication about sustainability. The theory underpinning this form of communication means we have to come up with ever more creative, bigger or more spectacular ideas, and that is precisely why stakeholders begin to doubt its credibility.
However, there is another way to communicate, based on the principles of intrinsic motivation. This form of communication is tailored to the needs of sustainability and thus protects against greenwashing. During this webinar, we will explore the difference between these two forms of communication in greater depth, and provide you with the tools to put them into practice yourself.
Who is it for?
Entrepreneurs, executives, marketing managers and communications officers.
In collaboration with KBC Corporate Banking
Webinar & whitepaper
Download the white paper here for more context.