{"id":17061,"date":"2024-07-03T14:26:02","date_gmt":"2024-07-03T12:26:02","guid":{"rendered":"https:\/\/insummit.pl\/2022-2025\/?page_id=17061"},"modified":"2024-10-03T13:41:15","modified_gmt":"2024-10-03T11:41:15","slug":"esg-2024-license-to-bullshiting","status":"publish","type":"page","link":"https:\/\/insummit.pl\/2022-2025\/program-2024\/esg-2024-license-to-bullshiting\/","title":{"rendered":"ESG 2024 \u2013 \u201elicense to bullshiting\u201d"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"17061\" class=\"elementor elementor-17061\" 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\tESG 2024 \u2013 \u201elicense to bullshiting\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-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\tESG, purpose branding, branding for good\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-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\tODPOWIEDZIALNO\u015a\u0106 MAREK\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\">12.25<\/span> WTOREK, 24 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-6a50a4c giz_zalogowany elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6a50a4c\" 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-9047c38\" data-id=\"9047c38\" 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-9e772cc elementor-widget elementor-widget-shortcode\" data-id=\"9e772cc\" data-element_type=\"widget\" data-widget_type=\"shortcode.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-shortcode\"><div id='vdo'><strong>VdoCipher Error: Video ID not found<\/strong><\/div><\/div>\n\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<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-100 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-82c529b elementor-widget elementor-widget-text-editor\" data-id=\"82c529b\" 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\tNiezale\u017cnie od s\u0142usznych i szczytnych motywacji dotycz\u0105cych my\u015blenia o ekologii, dobrostanie spo\u0142ecznym i tym podobnych, prze\u0142o\u017cenie tych intencji na operacyjny marketing czy komunikacj\u0119 marketingow\u0105, m\u00f3wi\u0105c delikatnie prze\u017cywa drobny kryzys. S\u0105 oczywi\u015bcie pozytywne przyk\u0142ady dzia\u0142ania marek z porz\u0105dku ESG, ale te wyj\u0105tki w morzu chaosu nie czyni\u0105 regu\u0142y. \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-d0a3cf9 elementor-widget elementor-widget-text-editor\" data-id=\"d0a3cf9\" 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\tJest tak po pierwsze dlatego, \u017ce (poza nielicznymi wyj\u0105tkami) intencja stoj\u0105ca za biznesem wchodz\u0105cym w programy i komunikacj\u0119 ESG jest cz\u0119sto zwi\u0105zana z zewn\u0119trznymi regulacjami, kt\u00f3re i tak musz\u0105 zosta\u0107 wprowadzone lub pr\u00f3bami wypromowania faktu \u201eszkodzimy mniej\u201d i my\u015bleniu o tym jak \u201ezarobi\u0107\u201d przy okazji komunikacji na ten temat, chocia\u017c w d\u0142ugim okresie.\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-1567fb5 elementor-widget elementor-widget-text-editor\" data-id=\"1567fb5\" 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\tPo drugie konsument\u00f3w marketingu, marek i produkt\u00f3w temat ten interesuje bardziej na poziomie \u201eezoteryczno\u201d deklaratywnym, a nie behawioralnym. O ile oczywi\u015bcie s\u0105 i pojawiaj\u0105 si\u0119 tematy, kt\u00f3re niezwykle silnie anga\u017cuj\u0105 spo\u0142ecznie, ale ich zwi\u0105zek z bardzo szerok\u0105 \u201ep\u00f3\u0142k\u0105 sklepow\u0105\u201d i wyborami konsumenckimi wydaje si\u0119 znikomy.\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-7f8c403 elementor-widget elementor-widget-text-editor\" data-id=\"7f8c403\" 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\tNo i po trzecie i chyba najwa\u017cniejsze. My jako \u201eludzie z bran\u017cy\u201d, wcale si\u0119 temu nie dziwimy. Jak si\u0119 popatrzy na marketing i komunikaty esg bardziej ca\u0142o\u015bciowo to jako\u015b\u0107 komunikacyjna i poziom perswazyjno\u015bci jest niski. Znaczna cz\u0119\u015b\u0107 tych aktywno\u015bci niemal ociera si\u0119 o \u015bmieszno\u015b\u0107, a wiarygodno\u015b\u0107 kolejnych inicjatyw spada.\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<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-c2e187e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"c2e187e\" 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-59da3bc\" data-id=\"59da3bc\" 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-cae768e elementor-position-top elementor-widget elementor-widget-image-box\" data-id=\"cae768e\" 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\/2024\/07\/Bartnik_Tomasz.jpg\" class=\"attachment-full size-full wp-image-17063\" alt=\"\" srcset=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2024\/07\/Bartnik_Tomasz.jpg 250w, https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2024\/07\/Bartnik_Tomasz-150x150.jpg 150w\" sizes=\"(max-width: 250px) 100vw, 250px\" \/><\/figure><div class=\"elementor-image-box-content\"><span class=\"elementor-image-box-title\">Tomasz Bartnik<\/span><p class=\"elementor-image-box-description\">partner, Marketing &amp; Innovation Strategist<br>\n<strong>One Eleven [O11E]<\/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-901d340 elementor-widget elementor-widget-text-editor\" data-id=\"901d340\" 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\tOdpowiada za wizj\u0119 rozwoju firmy oraz uczestniczy w procesach budowy strategii i opracowywaniu innowacji. Wcze\u015bniej by\u0142 wiceprezesem i Chief Strategic Officerem w Grupie Saatchi &#038; Saatchi w Polsce oraz uczestniczy\u0142 w pracach mi\u0119dzynarodowego zespo\u0142u nadzoruj\u0105cego dzia\u0142y strategii EMEA. W przesz\u0142o\u015bci by\u0142 r\u00f3wnie\u017c partnerem w Corporate Profiles Consulting. Wsp\u00f3\u0142tworzy\u0142 i zarz\u0105dza\u0142 zespo\u0142ami agencji strategicznych oraz dzia\u0142ami strategii agencji reklamowych. W sumie strategi\u0105 para si\u0119 od ponad 20 lat i posiada bogate do\u015bwiadczenie w pracy z r\u00f3\u017cnymi kategoriami produktowymi, markami i wyzwaniami. Jest tak\u017ce wielokrotnym laureatem i jurorem Effie, jak r\u00f3wnie\u017c Komitetu Organizacyjnego tego konkursu. Wsp\u00f3\u0142pracownik do projekt\u00f3w spo\u0142ecznych przy PRB. Cz\u0142onek Rady Edukacyjnej SAR i Rady Programowej SSM SAR. Wyk\u0142ada na MBS by Effie oraz SSM SAR. Za swoj\u0105 najwa\u017cniejsze cechy uwa\u017ca progresywno\u015b\u0107 i otwarto\u015b\u0107 w my\u015bleniu, oraz umiej\u0119tno\u015b\u0107 szybkiej adaptacji do okoliczno\u015bci, zmiany metody czy wykonania radykalnego pivotu koncepcyjnego. Jak sam twierdzi \u2013 jedyn\u0105 sta\u0142\u0105 w jego pracy jest zmiana, za kt\u00f3r\u0105 ledwo nad\u0105\u017ca.\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-7486538\" data-id=\"7486538\" 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-074f09d elementor-position-top elementor-widget elementor-widget-image-box\" data-id=\"074f09d\" 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\/2024\/07\/Gasiennica_Piotr.jpg\" class=\"attachment-full size-full wp-image-17064\" alt=\"\" srcset=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2024\/07\/Gasiennica_Piotr.jpg 250w, https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2024\/07\/Gasiennica_Piotr-150x150.jpg 150w\" sizes=\"(max-width: 250px) 100vw, 250px\" \/><\/figure><div class=\"elementor-image-box-content\"><span class=\"elementor-image-box-title\">Piotr G\u0105sienica-Daniel<\/span><p class=\"elementor-image-box-description\">dyrektor strategii<br>\n<strong>One Eleven [O11E]<\/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-1813bad elementor-widget elementor-widget-text-editor\" data-id=\"1813bad\" 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 One Eleven zarz\u0105dza dzia\u0142em strategii i odpowiada za koordynacj\u0119 z\u0142o\u017conych projekt\u00f3w koncepcyjnych. Ma do\u015bwiadczenie zar\u00f3wno z pracy po stronie klienta jako g\u0142\u00f3wny specjalista ds. strategii marketingowej i bada\u0144 w PZU jak i badawcze z pracy w TNS (dzisiaj Kantar). Zrealizowa\u0142 kilkadziesi\u0105t projekt\u00f3w strategicznych i badawczych dla podmiot\u00f3w z bran\u017c FMCG, finansowej, technologicznej i us\u0142ugowej. Juror konkurs\u00f3w Effie &#038; SAR Innovation.\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<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>ESG 2024 \u2013 \u201elicense to bullshiting\u201dESG, purpose branding, branding for goodODPOWIEDZIALNO\u015a\u0106 MAREKSESJA MODEROWANA 12.25 WTOREK, 24 WRZE\u015aNIA Niezale\u017cnie od s\u0142usznych i szczytnych motywacji dotycz\u0105cych my\u015blenia o ekologii, dobrostanie spo\u0142ecznym i tym podobnych, prze\u0142o\u017cenie tych intencji na operacyjny marketing czy komunikacj\u0119 marketingow\u0105, m\u00f3wi\u0105c delikatnie prze\u017cywa drobny kryzys. S\u0105 oczywi\u015bcie pozytywne przyk\u0142ady dzia\u0142ania marek z porz\u0105dku ESG, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":16980,"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":"full-width-container","site-content-style":"unboxed","site-sidebar-style":"unboxed","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":"set","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-17061","page","type-page","status-publish","hentry","pmpro-has-access"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 4.9.10 - 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