During this course, you will discover the newest trends in sustainable marketing and communication. You will learn the ethics and pitfalls of greenwashing, zoom in on different communication modes for different stakeholders and you'll learn the ropes of effective storytelling.
Through sustainability reporting and communication, you inform your employees, consumers and other stakeholders about how your organization is addressing various sustainability challenges.
On day 1 you learn about global trends in sustainability reporting (including the EU Taxonomy) and discover how to build valuable relationships with your stakeholders.
Global trends in reporting and communications (GRI, EU Taxonomy and the EU Directive on Corporate Reporting)
Challenge of ‘greenwashing or SDG washing’
Stakeholder perspectives and communication: reflection by the Port of Antwerp
Session 2: Sustainability accounting
On day 2 you analyze what the main focus points are within your sustainability agenda. You learn the practice of measuring, analyzing and reporting on social and environmental impacts.
The Future Fit Business Benchmark: a management tool to assess, measure and manage your impact
Session 3: Communicate what matters
A sustainability report is a good start, but how do you embed it in your organization? On day 3 we zoom in on specific trends and standards. We discuss the tension between reporting and storybuilding and look at how your report can address a broader group of stakeholders.
Marketing as an engine to catalyze sustainability
Online marketing: towards a B-Corp
Value Balancing Alliance – Value to Society: reflection by BASF
Session 4: Storytelling
On day 4 we focus on storytelling: How can you build a coherent and inspiring brand promise through sustainability? And how do you shift from transparent to authentic communication?
What makes a good story?
What makes a good storyteller?
What is your sustainability story?
Impactful campaigning: a reflection by the Port of Antwerp (Next Gen)
After completing this course you can/will:
know the trends in sustainability reporting (EU Taxonomy and the EU Directive on Corporate Reporting);
be familiar with the different standards in sustainability reporting and be up to date with sustainability accounting;
know new management tools to measure impact (Future Fit Business Benchmark);
spot trends in marketing and communication;
use marketing as a catalyst for sustainability;
know the ethics and pitfalls of 'greenwashing';
know different communication methods and how to use them for different stakeholders;
discover how to create a strong story for your organization or brand.