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Infusing Your Content Marketing Strategy with Purpose and Sustainability - Sandra Moerch, SAP

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Infusing Your Content Marketing Strategy with Purpose and Sustainability - Sandra Moerch, SAP

Are you looking for a sustainable creative content hook and competitive edge in your go-to-market strategy? This session will inspire you to take your brand to demand through crafting purpose driven narratives that resonate in a conscious consumer world. We will explore how to build powerful campaigns focused on pairing people, planet and profit together, looking to sustainability as a North Star for your company's brand and reputation ambitions.

Are you looking for a sustainable creative content hook and competitive edge in your go-to-market strategy? This session will inspire you to take your brand to demand through crafting purpose driven narratives that resonate in a conscious consumer world. We will explore how to build powerful campaigns focused on pairing people, planet and profit together, looking to sustainability as a North Star for your company's brand and reputation ambitions.

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Infusing Your Content Marketing Strategy with Purpose and Sustainability - Sandra Moerch, SAP

  1. 1. KEYNOTE Sandra Moerch CHIEF CONTENT DIRECTOR SAP Infusing Your Content Marketing Strategy with Purpose and Sustainability HONOLULU, HI ~ JULY 14 - 15, 2022 DIGIMARCONHAWAII.COM | #DigiMarConHawaii DIGIMARCONPACIFIC.COM | #DigiMarConPacific
  2. 2. Aloha, I’m Sandra @sandramoerch Danish national | Hawaii Resident | BA in CS and Design, Copenhagen School of Design & Technology | MBA in International Marketing, Hawaii Pacific University | Mom of two boys Chief Content Director at SAP, Sustainability Marketing & Solutions | Advisory Board member, UN Women Silicon Valley | Bill & Melinda Gates Goal Keeper Globetrotter | Hiker | Foodie | Techie | Volunteer | Amateur guitarist/ukulelist | Hula Dancer | Lego Builder | Space enthusiast
  3. 3. SAP is considered as the “central nervous system” in the world of business and technology with: @sandramoerch businesses across 25 industries in over 180 countries 440,000+ SAP partner companies in over 140 countries 22,700 employees representing 156 nationalities 110,000 of total global commerce generated by SAP customers 87%
  4. 4. Now, I want to get to know YOU @sandramoerch What industries do we have represented here today? How many of you believe that having a purpose and activating sustainability is important for your company? Anyone care to share their company’s purpose or even their own personal ethos?
  5. 5. Setting the stage for sustainability @sandramoerch 49% of investors globally would divest from companies that are not taking sufficient action on ESG issues >50% of countries, states and cities, have set targets to achieve net zero by 2050 67% sales increase for household products comprised of renewable source 1 in 3 dollars managed globally was invested with some form of ESG strategy — more than $35 trillion in total. 7x growth on sustainability- marketed products vs. conventional products Sources: ESG Investor Survey, Circularonline.co.Uk , Accenture , Landmark CPG study from NYU , CDP Report. ESG Investor Survey, Neilsen, European Commission
  6. 6. What is ESG, and why is it so important? @sandramoerch Environmental Social Governance Three disciplines with its own set of standards and practices:
  7. 7. Scope 1-3 emissions and what you need to know! @sandramoerch Scope 1 emissions – direct emissions from sources owned or controlled by a company | Burn Scope 2 emissions – indirect emissions from purchased electricity, steam, heat, and cooling | Buy Scope 3 emissions – all other emissions associated with a company’s activities | Beyond
  8. 8. The human impact of sustainability @sandramoerch The 27 countries most vulnerable to climate change contribute to less than 5% of the emissions of G7 nations. 61% do not have access to or know how to use recycling infrastructure. 1 in 5 children are victims of child labor in poorly developed countries.
  9. 9. Activating the UN Global Goals @sandramoerch What is your industry specific challenge? What “ Global Goal” align to your topic? How do you embed the UN SDGs into your bigger story and narrative?
  10. 10. At SAP it means honing in on… @sandramoerch Setting clear priorities for what parts of sustainability we can contribute to at scale. Not only leading by example in the market (brand), but becoming an enabler for our customers to do the same (revenue). Making sustainability essential to the company’s culture.
  11. 11. SAP’s Sustainability Strategy @sandramoerch It starts with a solid internal framework ... and requires a strong external story.
  12. 12. Building a Sustainable Brand that Matters @sandramoerch What do all the world’s most sustainable brands have in common? • They listen • They take a strong stand • They build trust • They are authentic • They publicly pledge their commitment
  13. 13. Moving beyond brand | Leading examples @sandramoerch
  14. 14. Moving beyond brand | Leading examples @sandramoerch
  15. 15. Q&A @sandramoerch

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