Mareike Zollner

Open Perspectives: Building a trusted brand

July 22, 2021

1-minute read

Mareike ZollnerDenise ScheelChristina de Guzman

Insights

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Microsoft Advertising checked in with industry leaders, academics, and activists across the world to explore the benefits of a building a purpose-driven marketing strategy. Get a summary of our research, and actionable insights from our contributors.

Transparency is the value most demanded by consumers, and it can be fundamental to driving purchases and loyalty. Learn why brands need to prioritize consumer values, like authenticity, to adapt to modern consumer sentiment to achieve success.

Speak up – Brands that take a stand

May 05, 2021

6-minute read

Mareike ZollnerTom BuyckxDenise Scheel

Insights Tips

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Consumers are looking for brands that speak about important social challenges. Millennials and Gen Z especially, have high expectations about the authenticity of brands and their purpose.

In the latest Open Perspectives Unplugged session, travel experts Remona von der Zon, Sustainability and Reporting Manager at KLM, Jerôme de la Chambre, Sustainability Manager at Landal GreenParks and Microsoft’s Digital Advisor for Travel and Hospitality Alejandra Attal explored “Sustainable Travel - the Future of Tourism”.

As an industry, we have a responsibility to build trust with consumers and support a more inclusive future. In the Open Perspectives virtual events from Microsoft Advertising, we discuss our collective journey to an equitable future.