Green marketing

Do good and talk about it. Sustainability in marketing and corporate communications

• Basics of communication in the company.
• Differentiation between green marketing and "classic marketing".
• What's new? Trends in green marketing.

From sustainability strategy to communication

• The market for sustainable products and services.
• Sustainability in the corporate strategy.
• Set and establish goals (Sustainable Development Goals).
• Green Impact. The materiality analysis.

Credibility. Value-based communication

• Basics of communication psychology.
• Culture and values.
• Purpose marketing.
• Green branding - establishing a sustainable corporate brand.

Green marketing instead of greenwashing

• Escaping the greenwashing trap.
• Legal Framework - EmpCo Regulation and Competition Law.
• Avoiding Greenwashing - Measures.

The sustainability report

• Who can, who must, who may?
• CSRD - EU Corporate Social Responsibility Directive.
• Roadmap to the sustainability report.

Green Marketing Communications – The Truth Well Told

• Target groups vs. stakeholders.
• Internal communication.
• Content Marketing and Storytelling in Sustainability Communication.
• Sustainable communication mix.
• KPIs in sustainability communication.
• Green marketing budgeting.
• Sustainable communication tools, from print to social media.

Artificial Intelligence - Tools for Sustainability Communication

• Using AI Tools Effectively and Safely.
• From content creation and editing to AI agent.
• Climate Risk AI - Calculating and Managing Impact.