Do you want to go from communicating about sustainability to using it as a strategic brand tool? And get data and methodology to defend it commercially? You leave this course with concrete material for your brand and a language that works with the head of communications, the marketing director and the CFO alike.
Format: On site
Language: Swedish
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About the course.
Do you want to go from communicating about sustainability to using it as a strategic brand tool? And get data and methodology to defend it commercially? You leave this course with concrete material for your brand and a language that works with the head of communications, the marketing director and the CFO alike.
Sustainability has gone from trend to basic requirement. The hype has faded, budgets are under pressure, regulations are stricter. Greenhushing is the new fear of greenwashing, CSRD and the Empowering Consumers Directive (EmpCo) are redefining what you are allowed to say, and more and more managers ask the same thing: ‟What do we actually get out of this?”
This course is built for that landscape. It does not assume that sustainability needs to be sold in on moral grounds; it gives you data and methodology to defend it commercially. You leave the course with concrete material for your own brand and a language that works with the head of communications, the marketing director and the CFO alike.
Sustainability has stopped being a campaign and become part of brand work. That means two things for you as a communicator:
- You need to know more than before. Law, measurement, business logic, not just telling a story.
- You need to be able to defend the budget with the same kind of numbers that finance, sales and product use.
This course gives you both. It is based on Sustainable Brand Index, Europe's largest independent study of brands and sustainability, with 80 000+ interviews per year in five countries since 2011, and on the models we have developed together with leading Nordic brands over the past decade.
What you will learn
What you learn.
A Resiliency Index for your own brand: a concrete picture of how perceptions of its sustainability have moved and what that signals for brand preference going forward.
An evidence-based business case to take to management: the arguments, figures and wording that move the discussion from values to value creation.
A communication plan for your brand, built during the course and quality-assured against regulations (CSRD, Green Claims Directive, ESPR) and against what actually moves the target audience.
WHY, WHO, WHAT, WHEN, HOW: the framework that structures both strategy and execution, and that you take with you as a working method.
The industry contagion map: how competitors' mistakes affect how you are perceived and how you protect the brand.
Target audience
Who is this for?
The course is aimed at communicators, PR managers, marketing managers and project managers who already work, or are about to work, with sustainability as part of their brand or communication remit.
It is especially suited to you if you need to build or defend a business case for sustainability communication internally. Or if you are unsure what you may and may not say under the new regulations, and do not want to fall into the greenhushing trap out of sheer caution.
You want to go from communicating about sustainability to using sustainability as a strategic brand tool, and you want tools and data, not more frameworks and buzzwords.
What "verified" means here
Verified credential.
When you complete the course, Berghs School of Communication issues your certificate. Your name, the course content and the issue date are encrypted and secured on blockchain, so it cannot be changed, and anyone can check that it is genuine.
100% Verifiable certificates Secured on blockchain
