Beyond Greenwashing: Marketing as a Driver of Sustainable Business Transformation – Masterclass by Gill Wilson

How can marketing shape consumer behaviour, inspire innovative business models and turn sustainability ambitions into meaningful business change?

Join Gill Wilson, Professor of Sustainability Marketing at IE Business School, for an interactive masterclass exploring how marketing and sustainability can work together to create value for businesses and society.

Through practical examples and an interactive case study, you will explore:

• How brand strategy and marketing can drive positive change beyond sustainability communications.
• The role of consumer behaviour in shaping more sustainable products, services and business models.
• What makes sustainability commitments credible, and how companies can align brand promises with business decisions.
• The trade-offs businesses face when balancing commercial objectives with environmental and social impact.

Designed for prospective candidates interested in MSMC and MSBT, this session brings together perspectives from marketing, communication, sustainability and strategy. It offers a taste of the practical learning and discussions you could experience during both programs.

The session will include a brief introduction to both programs and a live Q&A with Gill.

Date: November 11, 2026
Time: 16:00–17:00 Madrid time (CET)
Format: Online
Language: English