Marketing for a sustainable future

In the Sustainability Panel at the ADC Festival 2024 in Hamburg, Tobias Kollmann worked with Anna Tönneßen, Director of Sustainable Development at Redcare Pharmacy, and Julius Palm, Head of Strategy and Marketing at followfood, to explore how, on the one hand, the sustainability context will massively change brand work now and in the future, and, on the other hand, what leverage creativity and communication have.

These are the most striking quotes in a nutshell:

“Sustainability cannot be managed. It must be developed into all areas of the company. Communication is a central part of the sustainability strategy,” Anna describes her successfully implemented approach. “Anyone without a sustainability strategy actually has no corporate strategy,” Julius explains the strategic link in followfood’s business model.

In addition… “Increase impact through creative communication—or even make it possible in the first place. Because it reaches people and empowers them to get involved.” “We need creatives and communicators to communicate complex sustainability issues in a connective way and to even reach a majority for the necessary transformation.” “Agencies must understand the complexity of sustainability issues in order to have a viable, future-proof offering.”

We know what needs to be done. No more time for bullshit. It’s time to give our future viability a boost and get back on track!Time to #changetheworldwithcreativity!