Wim Vermeulen

Communicating sustainability

Wim is an author, documentary maker, researcher, speaker and communication strategist.

His work focuses on our sustainable transition and what role communication plays in it. He is convinced that the story of our world's sustainable transition can be told more effectively and that the business world has a critical role to play in this. Therefore, his work mainly revolves around how companies can communicate more effectively and credibly about how they help make our world sustainable.  

Wim Vermeulen

books

OUT ON OCTOBER 12, 2022

AVAILABLE FOR PRE-ORDER

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We know that the drive for greater sustainability affects every aspect of what a company or a brand does. We also know that many consumers doubt the sincerity of companies' sustainability efforts. Because many are not yet convinced, they judge how sustainable products are marketed differently. Yet we market sustainable products as we market regular products. And this is causing a huge credibility deficit: less than one out of ten advertising campaigns for sustainable products turn out to be credible for the consumers. So how do you market sustainability then? That’s the question 'Speak Up Now, Marketing in times of climate crises' wants to answer. 

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"Brand purpose advertising has had a rough ride with marketing scien- tists who argue that in general it does not drive business success. In the context of the most important purpose we face today – sustainability – Wim Vermeulen explores this challenge and reminds us that people are increasingly expecting companies to help solve the problems we face. Silence and inactivity are not options, whatever the anti-purpose pedagogues may think. Wim is rightly critical of greenwashing and demonstrates how widespread a problem it is. But he also points out that just because many companies wrongly think they can get away with incredible claims, doesn’t mean that credible advertising is ineffective. This is a must-read for marketers in any business that is committed to sustainability – and a wake-up call to the others."

 

Peter Field

Godfather of marketing effectiveness

“Action is what the world needs today. Speak up Now! is important to read for any marketer who is committed to help the planet and wants to understand how to speak the language of the new climate normal”.

Paul Polman

Business leader, climate and equality

campaigner, co-author of Net Positive

"To moderate the climate crisis, the business sector must deliver. Just labelling a product 'sustainable' is not enough. Wim Vermeulen convincingly demonstrates that advertising professionals - the architects of desire - must be part of the solution, refuse to further greenwash products, and instead lead the conversation towards true climate neutrality".

Prof. Dr. Felix Creutzig

Lead Author of the IPCC's AR6

MCC Berlin

“In this wonderfully written and engaging book, Vermeulen makes a robust and compelling case for the powerful role that marketers can play toward addressing the climate emergency. Anyone in the marketing and advertising field who is interested in learning how to speak the language of the new climate normal, and how to lead net-zero campaigns should read this book!”

Prof. Dr. Ioannis Ioannou

London Business School

"Climate change is not a political point of view, it is a fact-checked truth that will change our world for sure if we don’t act now. Corporations and brands have a major impact on popular culture and therefore should be committed to be major players of mindset and behavioural change. As a leading player in the mobility and automotive field, our mission is to create wellbeing and welfare for society as a whole through sustain- able mobility solutions. Wim Vermeulens message is a commitment on action driven solutions to be taken now."

 

José Fernandez

Chief Customer Experience, Marketing and Digital Officer

D’Ieteren

"An enlightening book for any marketer wondering how best to guide their brand or company through the climate transition."

 

Wouter Torfs

Ceo Schoenen Torfs

"Good and credible communication is an irrevocable part of a sustainable society. Companies and organisations with a clear climate policy need solutions to highlight their actions and to inspire others in their own way to get started. The climate crisis is one of everyone, Speak up now demonstrates this in a penetrating way. "

Marie Delvaulx

Director The Shift

De Duurzame Belg

A book on the perception and importance of sustainability in Belgium

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In this book, Wim Vermeulen and Prof. Dr. Gino Verleye present the results of their research on sustainability. They analyse what companies and policymakers should know about the sustainable Belgians. How worried are they about the climate problem ? Do they believe that we will get the climate problem under control? Who should take the lead the sustainable transition and whom do they trust? How many Belgians are already adapting their lifestyle? You will find these and other insights in their book.

"A brilliant and compellingly written exploration of the truths and nonsenses of marketing effectiveness.

Loaded with intriguing case studies and hard data, it is entertaining and informing in equal measure.

I wish I had written it."

Peter Field

Marketing Consultant and Author

marketing for the madmen of tomorrow
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"This is a fantastic book. A must-read for every marketer and especially the digital marketer, who drives data-driven strategies"

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"A great book to introduce the new generation of marketers and advertisers to the profession and psychology of today's demanding consumer."

bol.com

"An extremely comprehensive and up-to-date book on how marketers should market their brand in a post-digital world."

documentary

The Decade of Action is a documentary on sustainability and why businesses need to go all-in. 

The Decade of Action is a documentary on why businesses need to put sustainability at the top of the corporate agenda, featuring Paul Polman (ex-CEO Unilever), Frans Timmermans, Pia Heidenmark Cook (Ikea), Prof. Dr. Johan Rockström, Ilham Kadri (CEO Solvay), Ryan Gellert (CEO Patagonia) and others.

research

Together with Prof. Dr. Gino Verleye we tested 100 campaigns advertising sustainable products or services.  Only 9.7%  turned out to be credible for the consumers. So how do you advertise sustainability then? This researh paper shows what drives credibility.

 

Download the white paper at https://www.bubka.be/en/responsible-growth/fastcheck

Navigating the credibility deficit

about

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Wim is the Director of Strategy and Sustainability at  BubkaHe is a Lecturer at the Solvay Business School, Vlerick Business School and an international keynote speaker. He is also a master in both Political and Communication Science and studied management and marketing strategy at Cambridge and Oxford University. Recently he studied Corporate Sustainability at the London Business School.

He worked in London, New York, Moscow and Brussels before he became partner at Bubka.

contact

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