Sustainability & Digitalization: The New Era of Corporate Marketing скачать в хорошем качестве

Sustainability & Digitalization: The New Era of Corporate Marketing

Discover how sustainability and digitalization are reshaping corporate value. This video explores the results of an EU-funded PRIN project coordinated by the University of Florence and involving five Italian universities. We examine the impact of digital communication on sustainability in both B2B and B2C relationships, focusing on how companies can communicate their sustainability efforts effectively without falling into greenwashing. Industry experts and academics discuss the importance of transparency, the primacy of how sustainability is communicated over what is communicated, and the crucial role of willingness to pay in B2B markets. The video also presents innovative methodologies such as facial coding to understand consumer reactions, as well as the integration of sustainability into ingredient branding strategies. An essential analysis for managers, researchers, and anyone interested in the future of sustainable marketing in the digital era. Don’t miss the practical insights for fashion brands and the strategies for building trust with new generations.