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The new Digital Academy of the three consumer goods fairs under the umbrella of Messe Frankfurt debuted.

The kick-off of the new digital event series was dedicated to the theme of sustainability. Futurologist Anabel Ternès von Hattburg and communications expert Cornelia Kunze examined sustainability as a success factor for manufacturers and retailers from different perspectives.

What can manufacturers and retailers do to position themselves successfully for sustainability and to be successful in the long term? Answers to this question were provided in the first episode of the new Digital Academy of consumer goods fairs.

“This is a parameter that you have to take into consideration in the long term,” von Hattburg said. “More than half of all consumers are now prepared to spend more money on a credibly sustainable product.”

Communication consultant Cornelia Kunze then went into more detail about the connection between brands and sustainability as a customer desire. Using established consumer goods brands as examples, she explained how they live up to the principle of sustainability, communicate this credibly and thus convince customers to ultimately make a decision to buy. But also with a view to smaller companies, she emphasized: “The best time is now. Being small as a company or brand is also a chance. We see this in social media, where especially small companies reach their target group with their very own convincing approach to the topic of sustainability — and bind them.”

The joint Digital Academy of the Ambiente, Christmasworld and Creativeworld consumer goods fairs aims to offer education and inspiration for participants. The second episode on July 5 at 10 a.m. will give an outlook on future retail, using China as an example. Registration for the free use of the Digital Academy at consumergoods.digital.messefrankfurt.com.