PROGRAM

BM-7 Making Sustainability X Marketing the Norm

Sustainability x Marketing Barriers

The view that a sustainability perspective is indispensable for strengthening corporate competitiveness and medium- to long-term growth is rapidly spreading.
Under such circumstances, companies are seeking measures to strengthen their brands by linking "Purpose and Management Philosophy" with "Sustainability" in order to communicate effectively with internal and external stakeholders.
However, the current situation is that there are still few companies that are able to utilize sustainability on the business side (branding & marketing of products and services) and other aspects.

In this session, we will discuss "Sustainability x Marketing," a topic that is not easily understood in the field, from the perspectives of sustainability and marketing professionals from different companies in "B to B," "B to C," and "B to B to C." The session will include the following topics: "Incorporating a Sustainability Perspective into Purchasing Behavior

What is needed to incorporate a sustainability perspective into purchasing behavior?
What is needed for marketers to take the lead in sustainability?
We hope you will be able to gain hints on these issues.

• Moderator

  

  Yuka Ichiki

  SEGA SAMMY HOLDINGS INC.

  Vice President, Executive Officer, Managing Director of Sustainability Division

  

• 

  Yosuke Sato

  SEVEN&i HLDGS.Co.,Ltd.

  PR Strategy & Planing Department

  

• 

  Nana Kusakabe

  SoftBank Corp.

  ESG Planning & Management Office, Manager

  

• 

  Fumie Hirose

  Kubota Corporation

  General Manager of Global Branding & ESG Communication Section