SOCIETAL MARKETING: FLOP, REVOLUTION OR ILLUSION?

June 17, 2025 from 4:30 p.m. at the Solvay Brussels School

73% of brands could disappear without anyone noticing! So… can brands really save the planet… or are they just saving themselves?

A world in the process of reinventing itself: is the old model dying, or is the new one really being created? It’s chaos! Transitions are many, much more than digital and ecological only. Geopolitics has violently returned to the citizen’s table. We are inhibited by the spectre of war: would a potential conflict force us to wait without acting? Or to adopt a positive resistance and participate in the creation of a new model?

Brands and businesses are waiting for certainties that are not forthcoming, and underestimate their role. But will your customers really reward you for your social efforts?

Marketeers, you are at a decisive crossroads:

your customers are demanding more responsible brands and your shareholders want ever more financial profit. Behaviour doesn’t always follow.
can you be both an agent of change and an accomplice to the system?
citizens think that :
– 72% “have had enough of brands that claim to want to help society when
all they want to do is make money.”
– 68% of them “believe that companies and brands have the power and
responsibility to help solve some of the world’s problems.”

Source: Meaningful Brands 2024 study by Havas

While you’re fine-tuning your next « eco-responsible » campaign, the global temperature continues to rise by 0.18°C per decade…is your storytelling really making a difference or is it just a placebo for troubled corporate consciences?

On June 17th, come and face up to your realities, share with and talk to 5 experts:

Reconciling or opposing business and societal activism? The combination of these 5 visions will redefine your marketing approach for years to come:

Adélaïde Charlier, European Climate & Human Rights Advocate – Co Founder of Youth For Climate: the viewpoint of a responsible activist.
Hugues Rey, CEO of Havas: 15 years of perspective and evolution of the Meaningful Brands Study
Anne-Catherine Trinon, Managing Director, CAP Conseil, empowers sustainable transformation of organizations
Fons Van Dyck, internationally renowned strategist: marketing in the age of Trump
Olivier Van Cauwelaert, Sustainable and social entrepreneurship catalyst: making the leap to positive impact entrepreneurship

Moderation prepared and led by Alain Mayné, transition strategist, and Stephan Salberter Co-Founder Society Agency: ‘debate clash’, unanimity or nuances?

Guest speakers

Adélaïde Charlier
European Climate & Human Rights Advocate – Co Founder of Youth For Climate and The Bridge
Adélaïde Charlier, is 24 years old defines herself as a climate justice advocate. After cofounding Youth For Climate Belgium, she has contributed to various mobilizations over the past few years. Between the marches that brought thousands of young people to the streets, various actions at the Belgian, European and international levels, activism now occupies a central place in her life.

Adelaïde studied Political&Social Sciences at the V.U.B. & UGent. Over the past few years, she had the chance to meet activists from all over the world, participate in conferences, raise awareness, and advise the Vice President of the European Commission to support strong measures to address the challenges of her generation. Faced with the challenges of our time, she realizes that many of them are linked. So she tries to highlight these links to protect the things that seem essential in this world.

Hugues Rey
Hugues brings over 30 years of experience in media agency development, focusing on digital and data infusion. A Commercial Engineer from Solvay Brussels School of Economics and Management, he is currently the CEO of Havas Belgium. Hugues has held several high-level roles in global companies, including Digital Director Europe-MEA at Initiative (IPG) and Chief Strategy and Digital Officer at Mediabrands Belgium. He is also Chairman of the BMMA (Belgian Management and Marketing Association). With deep expertise in marketing communication, Hugues regularly speaks at international events.

Anne-Catherine Trinon
Anne-Catherine is a visionary entrepreneur committed to sustainability and innovation. At 28, she co-founded ACT Star, a forward-thinking communications agency. In 2009, she introduced a collective intelligence process within the agency and sold it in 2015 to Altavia group. By 2020, she led « Altavia ACT* » to adopt circular economy principles. In 2022, after stepping down from her position, she acquired CAP Conseil, a sustainability consultancy founded in 2003. As Managing Director of and through CAP, she helps companies turn regulations into opportunities for growth and resilience. For her, sustainability is not just a duty—it’s a powerful engine for transformation.

Olivier Van Cauwelaert
Olivier is a multi-entrepreneur involved in sustainable agri-food and social impact investments. He works for a fairer world that respects nature, convinced that living together and innovation can transform our territories. His projects combine local roots, ecology and social cohesion.

Fons Van Dyck
Fons is a political scientist with a doctorate in media and communications.
For 25 years he ran the strategic think tank Think BBDO, where he advised brands on their positioning and strategy (including Umicore, Spadel, D’Ieteren, Delhaize, Lidl and the branding of Belgium). He is a visiting professor at the VUB, where he teaches the brand strategy course. He is the author of several books, including “L’entreprise immortelle” and “La Publicité: morte ou vivante?”. His latest book, “De toekomst is terug”, paints a picture of the world of today and tomorrow.

AGENDA:

16:30 Welcome
16:45 Start of the session & Welcome speech by Hugues Rey
17:00 Debatte
19:00 Conclusion
19:15 Networking and drink
20:00 End

Date

June 17th from 4.45pm to 8.00pm

PLACE:

Solvay Brussels School, Avenue Franklin Roosevelt, 42 at 1050 Brussels

REGISTRATIONS: