Description: Wim Vermeulen is an author, documentary maker, researcher and marketer. His latest book "Speak Up Now, marketing in times of climate crisis" is out now.
marketing (37098) digital (14839) advertising (14301) author (9387) innovation (7967) brussels (737) keynote speaker (732) effectiveness (101)
His work focuses on our sustainable transition and what role communication plays in it. He is convinced that the story of our world's sustainable transition can be told more effectively and that the business world has a critical role to play in this. Therefore, his work mainly revolves around how companies can communicate more effectively and credibly about how they help make our world sustainable.
We know that the drive for greater sustainability affects every aspect of what a company or a brand does. We also know that many consumers doubt the sincerity of companies' sustainability efforts. Because many are not yet convinced, they judge how sustainable products are marketed differently. Yet we market sustainable products as we market regular products. And this is causing a huge credibility deficit: less than one out of ten advertising campaigns for sustainable products turn out to be credible for the
"Brand purpose advertising has had a rough ride with marketing scien- tists who argue that in general it does not drive business success. In the context of the most important purpose we face today – sustainability – Wim Vermeulen explores this challenge and reminds us that people are increasingly expecting companies to help solve the problems we face. Silence and inactivity are not options, whatever the anti-purpose pedagogues may think. Wim is rightly critical of greenwashing and demonstrates how widesprea