CONSORTIUM - (RE)THINK THE MODEL
Reinvent marketing strategies to onboard consumers into the new practices of the environmental transition
"Advertising and marketing are machines for manufacturing desire, creating consensus, and crafting desirable imaginaries."
Benoît Heilbrunn – Professor of Marketing at ESCP Business School and at the French Institute of Fashion
To go further, here is the best-of from the day's presentations: video
A MODEL OF ULTRA-CONSUMPTION CURRENTLY DOMINANT, WHICH IN REALITY HAS REACHED ITS LIMITS
IN A WORLD OF SCARCE RESOURCES, COMPANIES MUST RETHINK THEIR OFFERINGS
INVESTMENTS MADE TO DEVELOP NEW CONSUMPTION MODELS THAT STRUGGLE TO SCALE
Recycling, reuse, bulk sales, functional economy, shift from ownership to usage, rental, repair…
The final challenge these models face:
HOW TO MASSIVELY ONBOARD THE CONSUMER ONTO NEW, MORE SUSTAINABLE PRACTICES?
To onboard the consumer into the transition, we must collectively redefine marketing standards : work on the desirability of new sustainable models through new narratives and imaginaries, far from any guilt-tripping!
OUR SOLUTION:
A CROSS-SECTORAL COALITION TO MAKE MARKETING THE DEADLY WEAPON OF THE ENVIRONMENTAL TRANSITION
SESSIONS OF INSPIRATION AND CO-CONSTRUCTION WITH:
INSPIRING KEYNOTES
CO-CONSTRUCTION WORKSHOP
EXPERT MEETINGS, TESTIMONIALS, FEEDBACK
NETWORKING AND BEST PRACTICE SHARING SESSIONS
YOUR CONCRETE BENEFITS
A community of marketing, innovation, and CSR directors sharing the same challenges
The best-of knowledge & expert support on current and future models, marketing levers and barriers to the transition
An initial marketing strategy framework : challenge, potential adjustments & new marketing narrative for your existing sustainable offerings
Des Tools to onboard your management and internal teams
OUR METHODOLOGY
GATHER
Build collective intelligence
0
DECONSTRUCT
#REX #CULTURAL SHIFTS #BARRIERS #LEVERS
1
RECONSTRUCT
#DESIGN FICTION #REAL #IMAGINARY #SYMBOLIC
2
OPERATIONALIZE
#EXPERIENCE DESIGN #ROADMAP #POC
3
A COALITION AROUND 3 UNIVERSES
MASS RETAIL
#reuse #bulk #decarbonization #marketing
Food
Beverages
Cleaning & Maintenance
Beauty & Personal Care
Hygiene
Sponsor:
HOME & LIVING
#repair #reuse #secondhand #rental
Equipment & Furniture
Toys & Games
Textiles & Apparel
DIY & Home Improvement
Sports & Recreation
SERVICES
#leasing #rental #repair #deposit
Transportation & Mobility
Tourism
Banking
Insurance
Telecommunications
WITH THE SUPPORT OF
