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Building trust in green messaging: Engaging ‘The Persuadables’ with authentic sustainable advertising

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Learn to craft greenwash-proof claims and engage mainstream ‘Persuadables’ to grow your market share.

Join Media Bounty and other industry experts for a discussion on actionable strategies to help your brand cut through greenwash and engage ‘The Persuadables’ to create mainstream impact.

As legislations tighten, consumer trust wavers, and financial, environmental and market pressures rise, it’s never been more important to get your green comms right.

But while the stakes are high, the reward is too. We know that going green is good for business – at least it has been for the 98% of SME’s who’ve made the leap, and for B Corps, who in 2023 outcompeted “ordinary” businesses in terms of both revenue and workforce growth.

The question is: how can we craft compliant, engaging and impactful green comms and drive growth?

In this session, our panel of experts will help you:

  • Understand how to show authenticity in today’s increasingly saturated landscape.
  • Understand the behaviours and motivations of the ‘Persuadables’ – the 69% of the UK who believe climate change is happening, but aren’t too engaged with the topic.
  • Navigate the complexities of unfolding greenwash legislation.
  • Explore successful green campaigns that have cut through the noise.
  • Grasp actionable insights to help your brand cut through greenwashing and drive mainstream impact.

Date and Time: 29th February, 12 – 1pm

Location: Online

Who Should Attend: Marketers, sustainability professionals, and anyone interested in effective and ethical green messaging.

About the speakers

Jake Dubbins: Co-founder, Media Bounty and the Conscious Advertising Network

Jake Dubbins is Co-Founder of both Media Bounty and the Conscious Advertising Network: a leading global network of 150+ global brands, agencies and civil society members championing human rights-based advertising. He’s worked with a wide range of clients, from Panasonic to the UN, to advise them in their green comms and ethical advertising practices. NED at the Energy & Climate Intelligence Unit, a non-profit organisation that supports informed debate on energy and climate change issues in the UK.

Florencia Lujani: Strategy Director, Media Bounty and ACT Climate Labs

Florencia Lujani started her career 15 years ago working at top creative agencies such as TBWA, Wunderman Thompson and We Are Social. An expert in brand strategy, creative planning, effectiveness, consumer and cultural insights, she has developed strategies and creative campaigns for globally recognised brands and not-for-profits such as YouTube, Friends of the Earth, O2, and the Olympic Games.

Her work engages mainstream audiences with impactful creativity and smart strategic thinking, increasing the cultural relevance of social issues, changing opinion and behaviour, and driving action.

Matt Bourn: Director of Communications, Advertising Association

Matt Bourne leads the communications programme for the Advertising Association, the industry trade body that brings together advertisers, agencies, media owners and tech companies from across the UK advertising industry. His role includes supporting the industry’s plan to rebuild Public Trust in Advertising, steering the industry’s work around Climate Action including the formation of Ad Net Zero, providing communications support for its Inclusion workstream, All In, driving forward its Export strategy through the UK Advertising Export Group and fulfilment of the association’s responsibilities as the UK representative for Cannes Lions. I oversee the association’s communications on key policy areas, working closely with the Policy and Government Affairs team on areas such as the economic contribution of advertising, self-regulation of key sectors such as HFSS, gambling and alcohol advertising, and the UK’s online advertising market.

About Media Bounty

Media Bounty is an integrated ad agency, on a mission to clean up adland and restore trust in our industry. We drive sustainable growth for our clients through creative, media and consulting services.

When it comes to greenwashing , we’re experts in how not to do it, and serve as trusted ethical advisors for a range of organisations, from Panasonic to the United Nations.


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