{"id":1152,"date":"2022-06-19T22:31:09","date_gmt":"2022-06-19T20:31:09","guid":{"rendered":"https:\/\/insummit.pl\/2022-2025\/?page_id=1152"},"modified":"2022-10-28T10:07:31","modified_gmt":"2022-10-28T08:07:31","slug":"pink-green-i-rainbow-washing","status":"publish","type":"page","link":"https:\/\/insummit.pl\/2022-2025\/program-insummit-2022\/pink-green-i-rainbow-washing\/","title":{"rendered":"Pink, green i rainbow-washing"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"1152\" class=\"elementor elementor-1152\" data-elementor-post-type=\"page\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6aee662 elementor-section-full_width elementor-section-height-min-height elementor-section-height-default elementor-section-items-middle\" data-id=\"6aee662\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;gradient&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1afe9a0\" data-id=\"1afe9a0\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-e30a696 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e30a696\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-c1c8baa\" data-id=\"c1c8baa\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2274559 giz_program_tytul elementor-widget elementor-widget-text-editor\" data-id=\"2274559\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tPink, green i rainbow-washing czyli o marketingu mierzonym w g\u00f3wnoburzach\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ce57bfb giz_program_tagi elementor-widget elementor-widget-text-editor\" data-id=\"ce57bfb\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t#Generyczne_purpose_vs_unique_selling_proposition #Anga\u017cowanie_vs_wkurzanie_konsument\u00f3w #Nastawienie_na_zasi\u0119g_vs_Nastawienie_na_efekt\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-998b7d7\" data-id=\"998b7d7\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9056431 elementor-widget elementor-widget-text-editor\" data-id=\"9056431\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<span style=\"font-weight: 300;\">SCENA PLAC<\/span>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5e961b7 elementor-widget elementor-widget-text-editor\" data-id=\"5e961b7\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tGREENSPIRACJE\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1a7e7cf elementor-widget elementor-widget-text-editor\" data-id=\"1a7e7cf\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<span style=\"font-weight: 300;\">SESJA MODEROWANA<\/span>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e2bc11b elementor-widget elementor-widget-text-editor\" data-id=\"e2bc11b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span class=\"giz_program_godzina\">16.25<\/span> CZWARTEK, 22 WRZE\u015aNIA<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5e3b1f5 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5e3b1f5\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2a21321\" data-id=\"2a21321\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-74bee2b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"74bee2b\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-14db457\" data-id=\"14db457\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d40888b elementor-widget elementor-widget-text-editor\" data-id=\"d40888b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tStare, dobre USP nawet nie przypuszcza\u0142o, \u017ce wraz z pojawieniem si\u0119 Brand Purpose b\u0119dzie musia\u0142o wyprowadzi\u0107 si\u0119 z brief\u00f3w i brand diamonds. Niestety, w swoim moralnym wzmo\u017ceniu marki zapomnia\u0142y o tym, co je wyr\u00f3\u017cnia i rzuci\u0142y si\u0119 obleka\u0107 w kolejne flagi. W Dzie\u0144 Ziemi twarzowa zielona, a 9 czerwca oczywi\u015bcie wszystkie kolory t\u0119czy. My Marketingowcy jeste\u015bmy wzruszeni i zbudowani w\u0142asn\u0105 postaw\u0105, a masowy, zdroworozs\u0105dkowy konsument co raz cz\u0119\u015bciej pyta: WTF??? Co maj\u0105 banki do ekologii i ciastka do homoseksualizmu? Nie us\u0142yszawszy dobrej odpowiedzi, czuje \u015bciem\u0119 i zamiast wychwala\u0107 marki pod niebiosa, kr\u0119ci z nich bezlitosn\u0105 bek\u0119. \nPosi\u0142kuj\u0105c si\u0119 wieloletnim do\u015bwiadczeniem strategicznym oraz \u015bwie\u017cymi badaniami konsumenckimi nakre\u015blimy, jak uodparnia\u0107 uwznio\u015blone szczytnymi idea\u0142ami marki na rozwodnienie i utrat\u0119 autentyczno\u015bci.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-e582445\" data-id=\"e582445\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-83bab6c elementor-position-top elementor-widget elementor-widget-image-box\" data-id=\"83bab6c\" data-element_type=\"widget\" data-widget_type=\"image-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><img fetchpriority=\"high\" decoding=\"async\" width=\"250\" height=\"250\" src=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2022\/06\/Szperl_filip.jpg\" class=\"attachment-full size-full wp-image-1005\" alt=\"\" srcset=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2022\/06\/Szperl_filip.jpg 250w, https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2022\/06\/Szperl_filip-150x150.jpg 150w\" sizes=\"(max-width: 250px) 100vw, 250px\" \/><\/figure><div class=\"elementor-image-box-content\"><span class=\"elementor-image-box-title\">Filip Szperl<\/span><p class=\"elementor-image-box-description\">Creative Director<br>\n<strong>FMC_Go<\/strong><\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a3ac21e elementor-widget elementor-widget-text-editor\" data-id=\"a3ac21e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tW reklamie od 2004. Dyrektor Kreatywny z wieloletnim do\u015bwiadczeniem w agencjach reklamowych i mediowych. Copywriter. Tw\u00f3rca komunikacji dla najwi\u0119kszych marek, autor setek kampanii. Jeden z za\u0142o\u017cycieli fmc_go, agencji realizuj\u0105cej dzia\u0142ania komunikacyjne dla marek z segment\u00f3w FMCG, retail, commodity services.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ea212c7 elementor-widget elementor-widget-text-editor\" data-id=\"ea212c7\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tZwolenniczka oszcz\u0119dzania i niemarnowania rzeczy w codziennym \u017cyciu.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-4a5b105\" data-id=\"4a5b105\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9fb0d4e elementor-position-top elementor-widget elementor-widget-image-box\" data-id=\"9fb0d4e\" data-element_type=\"widget\" data-widget_type=\"image-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><img decoding=\"async\" width=\"250\" height=\"250\" src=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2022\/06\/szutowicz_Anna_Maria.jpg\" class=\"attachment-full size-full wp-image-1006\" alt=\"\" srcset=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2022\/06\/szutowicz_Anna_Maria.jpg 250w, https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2022\/06\/szutowicz_Anna_Maria-150x150.jpg 150w\" sizes=\"(max-width: 250px) 100vw, 250px\" \/><\/figure><div class=\"elementor-image-box-content\"><span class=\"elementor-image-box-title\">Anna Maria Szutowicz<\/span><p class=\"elementor-image-box-description\">Za\u0142o\u017cycielka i prezeska<br>\n<strong> Y&amp;LOVERS<\/strong><\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8a58feb elementor-widget elementor-widget-text-editor\" data-id=\"8a58feb\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tEtnografka i antropolo\u017cka kultury specjalizuj\u0105ca si\u0119 w projektowaniu i analizie bada\u0144 oraz doradztwie strategicznym na ich bazie. Za\u0142o\u017cycielka Y&#038;LOVERS. Konsultantka ponad 40 najwi\u0119kszych marek na polskim rynku.\nOd 16 lat wykorzystuje wiedz\u0119 antropologiczn\u0105 na potrzeby marketingowe. Specjalistka zmiany pokoleniowej i komunikacji z Generacj\u0105 Z i Y. Jurorka Effie Awards. Cz\u0142onkini PTBRiO. Do\u015bwiadczona prelegentka, moderatorka i facylitatorka warsztat\u00f3w strategicznych. Na uniwersytecie SWPS uczy \u201eKonstruowania marek kulturowych\u201d.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-65bb514 elementor-hidden-tablet elementor-hidden-mobile elementor-widget elementor-widget-heading\" data-id=\"65bb514\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"><span style=\"font-weight:300\">FESTIWAL <\/span>INSUMMIT <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Pink, green i rainbow-washing czyli o marketingu mierzonym w g\u00f3wnoburzach#Generyczne_purpose_vs_unique_selling_proposition #Anga\u017cowanie_vs_wkurzanie_konsument\u00f3w #Nastawienie_na_zasi\u0119g_vs_Nastawienie_na_efektSCENA PLACGREENSPIRACJESESJA MODEROWANA 16.25 CZWARTEK, 22 WRZE\u015aNIA Stare, dobre USP nawet nie przypuszcza\u0142o, \u017ce wraz z pojawieniem si\u0119 Brand Purpose b\u0119dzie musia\u0142o wyprowadzi\u0107 si\u0119 z brief\u00f3w i brand diamonds. Niestety, w swoim moralnym wzmo\u017ceniu marki zapomnia\u0142y o tym, co je wyr\u00f3\u017cnia i rzuci\u0142y si\u0119 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":16,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"pmpro_default_level":"","site-sidebar-layout":"no-sidebar","site-content-layout":"page-builder","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"disabled","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"class_list":["post-1152","page","type-page","status-publish","hentry","pmpro-has-access"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 4.9.10 - aioseo.com -->\n\t<meta name=\"description\" content=\"Pink, green i rainbow-washing czyli o marketingu mierzonym w g\u00f3wnoburzach #Generyczne_purpose_vs_unique_selling_proposition #Anga\u017cowanie_vs_wkurzanie_konsument\u00f3w #Nastawienie_na_zasi\u0119g_vs_Nastawienie_na_efekt SCENA PLAC GREENSPIRACJE SESJA MODEROWANA 16.25 CZWARTEK, 22 WRZE\u015aNIA Stare, dobre USP nawet nie przypuszcza\u0142o, \u017ce wraz z pojawieniem si\u0119 Brand Purpose b\u0119dzie musia\u0142o wyprowadzi\u0107 si\u0119 z brief\u00f3w i brand diamonds. 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