Macroeconomic headwinds, shifting regulations, and the greenwashing vs greenhushing tension make it a complex brief. But the real blocker is internal readiness: building the business case and getting functions aligned.

On October 15th 2026, WFA is bringing together leaders from its sustainable marketing, media and sourcing communities for a forum dedicated to a single question: how are brands turning sustainability from a scattered set of initiatives into a strategic lever that drives commercial value?

Through real case studies and best practices from brands who've done it, we'll connect strategy, measurement, procurement and organisational design, and show what happens when they work together.

Our agenda for the day:

This session is designed for leaders across marketing, media and sourcing who want to:

• Integrate sustainability into core decision-making, from brand strategy to media investment, optimisation and partner selection
• Overcome internal and external challenges
• Move beyond pilots to scalable programmes
• Demonstrate the positive commercial impact of sustainable marketing and media decisions

This is an in-person meeting taking place in Hamburg, hosted by Beiersdorf. 

Start: 08:30 End: 17:30 

This event is conducted in compliance with the WFA Competition policy and any applicable competition laws. Participants are reminded that discussions must not extend to competitively sensitive topics, including pricing, market allocation, supplier terms, or commercial strategies. WFA reserves the right to intervene in any session or discussion that raises competition law concerns.