he changes in customer attitudes have underlined the importance of sustainability in brand strategies and the meaning propositions they have to present. Based on this certainty, the colloquium Marketing with Purpose gathered several experts in the area to discuss the main challenges that brands and companies face today, and reflect on building strategies with purpose, assuming an active role and ensuring greater environmental and social sustainability by all stakeholders. A commitment also assumed by the Nova School of Business and Economics.
"Some say there is nothing like a crisis to make us reflect on the changes we need to make. Perhaps the pandemic will make us change, restoring reason, predictability and hope. At Nova, building a better future for all is the basis of our purpose. We are the school of the future. We are shaping the next leaders to be entrepreneurial, innovative, science-driven and, above all, aware of their impact on society", began by saying Daniel Traça, Dean of Nova SBE, kicking off the event.
"But we also have a wider responsibility, to work with our partner community to create knowledge that helps businesses contribute to a better future. A deeper sense of purpose in marketingand business will be part of a better future for us all."
The colloquium featured talks by several renowned international speakers such as Michael Norton, Nicole Mead, Gabe Davies, Irene Consiglio, Margaret C. Campbell and João Macedo.
There was also time to debate the challenges and opportunities in the new marketing strategies. The exchange of ideas moderated by Catherine da Silveira, professor at Nova SBE, had the participation of António Casanova, CEO of Unilever, Catarina Rocha Gouveia, administrator of CUF, Ludovid Reysset, Country Managing Director of Danone Portugal, and Marta Sousa Uva, administrator of Brisa.
Marketing with Purpose, co-organized by marketing professors from Nova SBE and the Amélia de Mello Foundation, was another in a series of commemorative events to celebrate the 150th anniversary of the birth of Alfredo da Silva, founder of the CUF Group. You can watch the event, in full, in the video below:
