How to build a greenwash proof brand story?

A conference with Nelson Coomans and Wannes Van Giel

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17:30 - 19:00

Nelson and Wannes will lead a conference on how transparency, certifications and communication contribute to create a greenwashing-free brand image.

They will go through responsibility in the textile industry, from circular business models to the need for transparency. They will then introduce the world of textile certifications, how they strengthen your story as a brand and explain the importance of third-party verification to effectively combat greenwashing. Next, they will discuss how communication style matters when building a greenwashing proof brand image. Finally, they will briefly touch upon existing European and UN initiatives, what future policies to expect and the greenwashing realm of European strategies.

Throughout they will give examples on how pioneering brands such as Patagonia acted throughout the journey from a start up to the company they are now.

Why are certifications needed? What are the main certifications for synthetics or natural materials? Why our communication style matters? And especially how certifications strengthen your story as a brand? What policies to expect ? 
Our experts will answer all your questions.



Nelson Coomans  Sustainability coordinator at Elements agency 

Nelson Coomans is sustainability coordinator at distributor/agency Elements representing pioneering brands such as Patagonia, Houdini and Klean Kanteen. He tracks policy, calculates GHG emissions and translates into climate strategies. Forming a bridge between brands and retail he works on corporate action and communication on both sides of the supply chain.
Originally a biologist he’s turned to the question on how we can thrive within our planetary boundaries. 

Wannes Van Giel Founder of Communication agency Bigtrees

Wannes Van Giel is an activist disguised as a marketer. He founded the communication agency bigtrees with which he popularises sustainable brands and increases CSR among brands and governments.
He believes we should focus less on convincing and more on making things more accessible. Wannes is extremely passionate about behavioural marketing.
With his agency Wannes won the UN Climate Action award, the UN award for communication, the great prize for future generations and he represented the City of gent at the European Green Capital award.



  • Thursday 16 June 2022
  • Doors 17:00 - Start: 17:30 - End: 19:00
  • Language: English (Q&A in English, French and Dutch)
  • Networking and drink after the conference
  • Free entrance
  • Address: MAD, Home of Creators (Place du Nouveau Marché aux Grains 10 - Nieuwe Graanmarkt 10, 1000 Brussels).



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