Haniel: Axel Berger
Inheritance and Bequeathing: What Makes a Brand Sustainable for Future Generations?
The family-run billion-euro group Franz Haniel & Cie, which holds shares in MediaMarkt, 1komma5° and CWS, among others, has developed a sustainability concept called "enkelfähig", which is set to grow into a real movement.
When you're almost 270 years old, it's only natural that you think about your grandchildren at least once in a while. And Franz Haniel & Cie, whose Chief Sustainability Officer is our guest in this episode, is just as old.
"'enkelfähig' is an attitude and a narrative that stands for the opportunities of sustainability. At the moment, we are still talking far too much about the alleged costs and risks," says Axel Berger. His bet: in ten years' time, only sustainable brands will be successful brands anyway. In this episode, the Haniel manager explains what makes him so sure of this and how he wants to win other companies over to sustainable business practices.
Sustainability is good and right – but how do we inspire and touch people with it? In the Sustainable Brand Stories podcast, we meet founders and brand leaders who are shaping the economy of tomorrow. We discuss greenwashing and flashes of inspiration, creative communication concepts and mobilizing brand appearances, as well as the fear of change and the art of captivating people with complex topics.
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Tatjana Wolfram
Customer Relationship Management