Many companies, driven by internal and/or external stakeholders, are deeply rethinking how and why to do business. However, finding your own purpose and your own social-environmental purpose is not enough. We must also understand how to communicate it and transmit it with authenticity to the consumers. At the same time, neutrality is no longer an option for companies that are called to take a stand on relevant and often divisive issues.

But what does it mean to be a purpose driven company and how do you talk about yourself to consumers and the market, without risking being accused of rhetoric or hypocrisy?

In this meeting, participants will discuss with Andrea Fontana, pioneer of corporate storytelling in Italy, who, through ideas and best practices, will illustrate how companies can build an effective narrative of their values.
 
In particular, the following areas will be addressed, crucial in the purpose driven path:

• navigate the new era of "activist companies": consumers, stakeholders and markets
• how to build a meaningful purpose: exemplary cases
• how to tell a purpose: the story of the leaders, the social story, the environmental story
• Greenwashing: If you know it avoid it!