Marketing and Sustainability: from Theory to Practical Tips

This seminar ‘Marketing and Sustainability: from Theory to Practical Tips’ aims to bridge the gap between theory and practice in marketing and sustainability. It seeks to help marketers, entrepreneurs, and businesses better understand sustainable consumer behaviour and enhance their product offerings.

A real-world case study will involve participants in identifying how to align sustainable products with consumer demands. The event will feature talks on conscious consumption, addressing barriers between consumer intentions and behaviours, and how brands can meet sustainability expectations.

Joeri Van den Bergh will explore key consumer barriers and brand responsibilities through proprietary research and interviews. Timothy Desmet will discuss how to address the gap between consumer intention and action, focusing on emotional rather than rational appeal. Attendees can also enjoy handmade, fair-trade alpaca sweaters that support a social and educative project in Ecuador.