ON DEMAND: How to avoid the green backlash and make a positive impact

Environmentalism is at a crossroads. The backlash against green policies is dominating headlines as well as corporate, political and personal agendas globally – yet the crisis is accelerating. 

The need for authentic and credible brand communications is paramount. Amid growing scepticism towards terms like ESG and concerns that sustainability efforts may appear superficial, thought leadership emerges as a guiding light for marketers and brands, enabling them to engage business audiences with substantial, research-backed insights and actionable strategies.

This webinar brings together an influential panel of marketing, sustainability, and brand communication leaders, along with experienced campaign strategists and specialist editors from FT Longitude. The discussions will focus on the vital role of thought leadership in shaping a brand's narrative in a way that is credible and resonates with business stakeholders.

Join us for this must-attend webinar to learn about:

• The latest themes and topics trending in the sustainability newsflow, supported by fresh data from search, social, and news platforms;
• Analysis on subject areas where thought leadership can help realign brand narratives with audience expectations;
• Inspiration from champion brands large and small setting benchmarks in authenticity;
• Strategies for crafting genuine sustainability messages that resonate with audiences and turn the tide on criticism;
• Insights from pioneering practitioners in sustainability communications aligning brand values and thought leadership with practical action and meaningful change.

This webinar is pre-recorded and not streamed live. The event was held at Bracken House, the London headquarters of the Financial Times, in June 2024.