The global climate change is the most pressing challenge at our times. The general sense of urgency to address climate change is intensifying. For businesses, this means sustainability is no longer just a marketing bonus but a long-term goal to pursue. That is why so many brands, regardless of their sector, are prioritising and implementing eco-friendly practices to set themselves up for a greener tomorrow. 

Developing the right sustainability/green marketing strategy can have a huge impact on enhancing brand equity, cultivating customer loyalty, attracting and retaining quality employees, and gaining a competitive edge. However, public relations (PR) professionals and marketers might find themselves lacking creative ideas on how to build their green marketing strategy, the resources to implement environmental initiatives, or how to apply green PR tactics properly and effectively in support of their company’s overall corporate business agenda. 

On 12^th September, the European Chamber is delighted to invite Alfred Che车巍, green energy expert and executive director of the Multinational Corporation Council for Carbon Neutrality (MNC50), and former vice president and head of public affairs and corporate communications for Danfoss China Region, to share his insights on how to creatively build corporate communications strategy with a clear focus on sustainability and carbon neutrality, as well as case studies from B2B and B2C industries.  

Agenda:

14:30–15:00 Registration

15:00–15:05 Welcome remarks Kang Ke, chair of MarCom Forum Beijing, European Chamber

15:05–15:45 Presentation by Alfred Che

15:45–16:15 Q&A

Speakers

Mr. Alfred CHE

International Green Energy Expert

Mr. Alfred CHE

International Green Energy Expert

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Alfred CHE Wei has a wealth of experience working with public and private organizations in promoting business between China with Europe, America and Southeast Asia for four decades. He has been working with and for Nordic-based multinational corporations, responsible for developing and executing their corporate communication strategies in China over the past two decades. He was among the first professionals in introducing western-style communications and public relations practices and methodologies into China. Meanwhile, he devoted himself to exploring and studying global climate, energy transition and sustainability with a focus on energy efficiency, closely following the global leading developments in Europe especially carbon neutrality in the Nordic region. He has been a pioneer in systemically introducing into China the ‘Danish Green Development Model’, and its best practices with clear objectives of achieving carbon neutrality and zero-carbon economy; his opinions and publications in the related fields has been widely cited and recognised. Currently, he is Rotational Chair of the Global Ecological Sustainable Development Union (a Paris-registered international NGO focusing on sustainability), Executive Director of the Multinational Corporations Council for Carbon Neutrality (MNC50) and Senior Fellow of the Center for Global Climate Innovation & Governance (University of International Business and Economics). He holds a Master’s degree from Yale University and a Bachelor’s degree from Beijing Foreign Studies University.

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