Why Marketing Needs to Be Firmly Rooted in the Movement
Industry leaders with expertise in sustainability, who also authored a recent CMA leadership paper on this subject, come together to further discuss how organizations should align themselves to deliver against a sustainability agenda. Areas such as communication strategies, supply chain implications, and employee education and training are the focus of this webinar.
In an era of increased social and environmental transparency, resource scarcity, rising energy costs, climate, and a younger generation of consumers who are demanding sustainable business practices, mainstream marketing has changed. The transformation of products, processes and services depends on the "green" core competencies of its personnel; we'll discuss what this means. We'll share one organization's tested approach to communicating a sustainability strategy, and then conclude with a Tim Horton's case study that details its approach to designing a framework to anchor its diverse corporate citizenship activities, and how it is communicating its commitments publicly.
You Will Learn
- Why sustainability needs to be part of the brand story.
- Communicating a sustainability strategy - including the role of social media in amplifying sustainability messages.
- Re-skilling the marketing team to tackle sustainability issues: Five “green core competencies” that marketing professionals need in an era of sustainability; seven sustainability tools for green marketing and sustainable branding.
- How Tim Hortons got the fundamentals right before going to market.
Who Should Attend
- Marketers, Brand Managers
- Full Service Ad Agencies
- Public Relations
Kathryn A. Cooper
B.Sc., MBA, M.Ed. (Sustainability & Environment), President & Chief Learning Officer, the Sustainability Learning Centre
A committed sustainability practitioner and educator she works with marketing, management, and operations professionals to build the “green core competencies” they need in an era of sustainability. Over the last several years she has worked with DuPont, Zero Footprint, WWF Canada, Green Enterprise Ontario and Partners in Project Green on sustainability issues. She is one of three Founding Members of the Eco-Business Zone Alliance and a Founding Member of the new sustainability education and skill certification network in Canada. She is a member of the International Society of Sustainability Professionals and The Natural Step Exchange. Kathryn holds a B.Sc., MBA, M.Ed. (Sustainability & Environment)
Director, Sustainability and Responsibility, Tim Hortons
Tim Faveri leads Tim Hortons' sustainability and responsibility initiatives and activities. Tim is responsible for cross-functional execution of the company's sustainability and responsibility strategy, stakeholder engagement and corporate sustainability reporting. Prior to joining Tim Hortons, Tim was a senior leader in Deloitte's Corporate Responsibility and Sustainability Practice.
Director, New Business, JWT
Stephanie Myers is the Director, New Business at JWT, one of the leading global advertising agencies. Stephanie helps brands solve their marketing challenges in new and innovative ways by connecting them with award-winning strategic and creative talent. Stephanie has over 15 years of experience partnering with blue-chip corporate, public sector and non-profit clients to build the reputation of their brands while delivering on bottom-line objectives and social responsibility goals. She offers senior-level marketing expertise combined with a nuanced understanding of global business, environmental and social issues and trends.
Stephanie holds a Global Master of Arts from Tufts University and a Master of Business Administration from York University.
EVP, Weber Shandwick Canada
François leads the company’s Canadian Corporate Responsibility practice as part of the global Social Impact team. He brings to this practice his expertise in corporate communications and issues management gained as a strategic consultant and in senior positions at Bell Canada and Hydro-Québec.