The "purpose" of a product or service is an increasingly indispensable feature in the contemporary market. The "ethical" side of a business is in fact a crucial element of the brand, able to retain its customers and transform the values of the common good and sustainability from simple slogans into reality with very concrete impacts on business.

Businesses are therefore called to take a stand and brand activism is a real call to action aimed at all business leaders. Being neutral in the 21st century is no longer an option: consumers and new generations expect the brand to be ethically correct and that its choices are directed towards a more inclusive, responsible and public value-based society.
 
During the meeting, Christian Sarkar, co-author with Philip Kotler of the best seller “Brand Activism: from purpose to action”, will focus on the following aspects:

• guidelines for brands and companies: what it means to be a "values-driven" company
• create a new brand with a "purpose" or add a "purpose" to existing brands
• the different perspectives of Brand Activism (for CEOs, employees and customers)
• examples of companies and brands that have successfully implemented the Brand Activism.