The "purpose" of a product or service is an increasingly essential value in today's market. The "ethical" dimension of a business represents a crucial element of the brand: capable of building customer loyalty and transforming the values of the common good and sustainability from mere slogans into reality with real concrete business impacts.
Therefore, companies are to adopt a position and brand activism is a call to action addressed to all business leaders. Being neutral in the 21st century is no longer an option: consumers and new generations expect brands to be ethical and direct their choices towards a more inclusive, responsible, and public value-based society.
During the meeting, Christian Sarkar, co-author of the best seller Brand Activism, will focus on the following aspects:
- guidelines for brands and companies: what it means to be a "values-driven" company
- creating a new brand with a 'purpose' or adding a "purpose" to existing brands
- the different perspectives of Brand Activism (for CEOs, employees, and customers)
- companies and brands that have successfully implemented Brand Activism.