26 November 2020, 2 pm - 5 pm
Not only influencers in the social media are increasingly promoting sustainable products and demonstrating a climate-friendly lifestyle to their followers. A trend reversal can also be observed in cultural marketing, which promises: culture can go green! How can marketing become environmentally and socially compatible without losing its climate-friendly aspiration? What can be shared, exchanged, up-cycled or reused in actual cultural work? Regular monitoring of the status quo as a cultural institution will certainly be necessary in order to constantly check the self-image for sustainability.
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14:00 - 14:45
Keynote
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The emperor's green clothes - about credibility and green washing (engl.)
Marcus Bartelt
buerobartelt concepts, Owner
The world has become greener, whereby “green” no longer only means climate neutral. Today, "green" means: fair, social, transparent, authentic, eco, organic, regional, seasonal, decelerated, recyclable, sustainable and much more. And the green index finger is becoming increasingly involved in the decisions of consumers, guests, visitors, customers and sponsors. Those who do not meet the requirements here run the risk of no longer taking place in the minds of the target groups in the future. But how do you meet these requirements? And how can you communicate this credibly? "Green" is an attitude and not a cosmetic. If sustainability is not lived consistently, it quickly becomes clear that the emperor is actually naked under his green-washed clothes.
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14:45 - 15:00
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Coffee break & networking
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| 15:00 - 15:30 |
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Communicate sustainability in the cultural field
Jakob Christof Kunzlmann
Bertelsmann Foundation, Project Manager
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15:30 - 15:45
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Coffee Break & Networking
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| 15:45 - 16:15 |
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Sustainable advertising - in printing!
Max Arnold
ARNOLD group, Managing Director
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16:15 - 16:30
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Coffee break & networking
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| 16:30 - 17:00 |
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tba
tba
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from 19:00
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Prize-giving ceremony of the European Cultural Brand Award live from the Nikolaisaal Potsdam
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Subject to change without notice.
A change in tracks is possible at any time.
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