Webinar LIVE

Tuesday, June 29, 2021 ( 4:30 pm - 6 pm CET)

Brand activism: from ethics the success of a brand

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.


Tuesday, June 29, 2021
4:30 pm - 5:30 pm CET
5:30 pm - 6 pm CET

Christian Sarkar

Christian  Sarkar

Founder, Double Loop Marketing

Christian Sarkar is the founder of Double Loop Marketing, a marketing consultancy and the co-author (with Philip Kotler) of the Best Seller 'Brand activism: from purpose to action'. With Kotler he founded The Marketing Journal which brings together business executives and thought leaders on the future of marketing. He is involved in numerous non-profit and public-education projects and was named to the Thinkers50 Radar of global management thinkers in 2021 for his work on brand activism.