Why, despite years of investment and growing attention from companies and institutions, does sustainability still struggle to translate into concrete behaviours among consumers and markets? And how can companies transform sustainability from a reputational asset into a strategic lever for growth and differentiation?

During this webinar, participants will be guided through a reflection on the relationship between marketing, sustainability and value creation, exploring why many sustainability communications still fail to generate meaningful consumer engagement. Drawing on his latest book, "Il verde non vende", the session will examine how the language and strategies of sustainability can be rethought in order to turn sustainability into a genuine source of value for companies.
Through business cases and practical examples, the session will provide participants with tools and perspectives to understand how companies can integrate sustainability into their market strategy, transforming a complex challenge into a competitive opportunity.

The main topics covered will include:

• understanding why sustainability still struggles to generate consumer buy-in and adoption
• exploring how marketing principles can be applied to the creation of sustainable value
• identifying concrete strategies to turn sustainability into a competitive advantage for companies