The new Digital Academy of the three consumer goods fairs under the umbrella of Messe Frankfurt celebrated its premiere yesterday: the kick-off of the new digital event series was dedicated to the theme of sustainability. Futurologist Anabel Ternès von Hattburg and communications expert Cornelia Kunze examined sustainability as a success factor for manufacturers and retailers from different perspectives.

What can manufacturers and retailers do to position themselves successfully for sustainability and to be successful in the long term? Answers to this question were provided in the first episode of the new Digital Academy of consumer goods fairs: Under the title Sustainability as a Success Factor: 360 Degree Strategies for Design, Production, Sales and Recycling, futurologist Professor Anabel Ternès von Hattburg explored the question of how companies can convincingly move into the future with sustainability. "This is a parameter that you have to take into consideration in the long term," the expert emphasised. The topic is here to stay: "More than half of all consumers are now prepared to spend more money on a credibly sustainable product.”

Communication consultant Cornelia Kunze then went into more detail about the connection between brands and sustainability as a customer desire: Flourish or Flounder: How Purpose and Sustainability Put Consumer Brands Centre Stage was the subject of her keynote speech. Using established consumer goods brands as examples, she explained how they live up to the principle of sustainability, communicate this credibly and thus convince customers to ultimately make a decision to buy. But also with a view to smaller companies, she emphasised: "The best time is now. Being small as a company or brand is also a chance. We see this in social media, where especially small companies reach their target group with their very own convincing approach to the topic of sustainability - and bind them!", encourages Kunze.

The joint Digital Academy of the Ambiente, Christmasworld and Creativeworld consumer goods fairs is a knowledge pool and source of inspiration for manufacturers and the trade. Participants benefit from background knowledge as well as from hands-on tips to help them on their way.

The second episode on 5 July at 10 a.m. will give an outlook on future retail, using China as an example. Registration for the free use of the Digital Academy at consumergoods.digital.messefrankfurt.com. The episode on the subject of sustainability in German and English language is available in the media library from today. They will be permanently online on Conzoom Solutions from 6 June 2023.

 

Ambiente, Christmasworld and Creativeworld will continue to be held simultaneously at the Frankfurt exhibition center:

Ambiente/Christmasworld: 26 to 30 January 2024

Creativeworld: 27 to 30 January 2024