How do you make common sense sexy and abstinence cool? How do you move consumers toward a more sensible lifestyle in terms of mobility, diet, and consumption? And how do you achieve all of this without greenwashing and moralizing?
Quite simply: through smart marketing. At least, that is what Jan Pechmann is convinced of. A few years ago, the experienced strategist (co-founder of "diffferent") launched "Marketing for Future" and an associated award. Since then, "the strictest jury in the world" has used it to recognize sustainable campaigns that are not only creative but also credible and commercially successful. And that is exactly what matters now: "With what we as communicators have learned, we possess a powerful force: we can make people see things they didn't know before. Good marketing is like magic!"
In our conversation, Jan explains where the line between white and black magic is drawn. And why communicators and brand managers now need to acquire a great deal of knowledge. His credo: "Marketing for Future simply requires a different level of competence than Marketing for the Status Quo."
With his new agency, BAM!, Jan therefore also offers training seminars on sustainability knowledge for marketers. By the way, BAM! stands for "Bock auf Morgen" ("Up for Tomorrow")—and after a conversation with this clever marketing expert, you will certainly have that. Want to bet?