Webinars – Does sustainability sell? How green arguments affect the energy market

During this webinar, we present Erik Bengtson, rhetoric researcher at Uppsala University and Södertörn University, a unique survey of 60 electricity companies' social media ads. He shares insights into the types of sustainability arguments used, the opportunities that exist – and what he sees as challenges.

The webinar is organized in collaboration with the communications agency Azote, which gives you seven rhetorical tools to communicate sustainability in a way that both inspires and builds trust. We also conclude with a review of our AI tools which can help you identify and reduce the risk of misleading green claims in your existing communications.

Agenda:

• Introduction - Azote frames the complexity of sustainability communication and its challenges.
• What does the research say? – Erik Bengtson presents an analysis of 60 electricity company advertisements and discusses common patterns and rhetorical strategies.
• How do we adapt marketing? - Azote reviews the EU's new legislation and guidelines and provides concrete advice on how you can strengthen your sustainability communication.
• Practical tool in focus – Presentation of an AI tool that can identify and minimize the risk of misleading environmental claims.
• Questions & discussion – We will conclude with an open discussion where you can ask questions and share experiences.

Here is the presentation as a pdf.

As well as Erik Bengtson's presentation with his review.