At a time when companies face growing expectations regarding transparency about their impact on society and the environment, sustainability communication is becoming an increasingly complex strategic decision. This topic will be the focus of the fifth edition of the WARM UP format within the Campaigns with Purpose platform, which will take place on March 20 in Belgrade.
The event is conceived as a closed-door executive masterclass intended for senior professionals from marketing, communications, ESG, CSR and corporate affairs, who regularly face the challenge of how to responsibly communicate sustainability initiatives in a context of rising public expectations and increasingly demanding regulatory frameworks.
One of the central topics of this year’s program is the phenomenon of greenhushing. Unlike greenwashing, which refers to exaggerated or misleading claims about sustainability efforts, greenhushing describes the opposite trend: situations in which companies choose to limit or avoid communicating their sustainability initiatives in order to reduce reputational risks or avoid regulatory scrutiny.
The masterclass aims to explore how organizations can find the right balance between transparency and caution, while developing internal processes that enable credible and consistent ESG communication.
The program brings international and regional experts
Through an online keynote and moderated discussion, Solitaire Townsend, co-founder and Chief Solutionist of the global agency Futerra, will present the “Hide, Pride or Slide” framework, a model designed to help organizations make more informed decisions about how to approach sustainability communication.
The opening lecture will be delivered by Prof. Dr. Tamara Vlastelica, full professor at the Faculty of Organizational Sciences at the University of Belgrade, whose academic work focuses on marketing and socially responsible communication.
The practical part of the program will be led by Jamie Rusby, an international expert in sustainability communications and former Head of Sustainability Communications at IKEA Group. During the workshop, participants will work on real business cases and develop criteria and internal frameworks for decision-making in ESG communication, with the goal of aligning communication activities with actual processes within organizations.
The format of the event is designed as a moderated group of senior professionals, with a strong emphasis on peer exchange and discussion of the concrete challenges companies face today when communicating sustainability.
WARM UP is part of the Campaigns with Purpose platform, which through its festival and educational formats brings together professionals dedicated to responsible communication and social impact initiatives. The platform’s goal is to advance practices that create long-term value for both business and society.
