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KEYNOTE
Sandra Moerch
CHIEF CONTENT DIRECTOR
SAP
Infusing Your Content
Marketing Strategy with
Purpose and Sustainability
HONOLULU, HI ~ JULY 14 - 15, 2022
DIGIMARCONHAWAII.COM | #DigiMarConHawaii
DIGIMARCONPACIFIC.COM | #DigiMarConPacific
Aloha, I’m Sandra
@sandramoerch
Danish national | Hawaii Resident | BA in
CS and Design, Copenhagen School of
Design & Technology | MBA in
International Marketing, Hawaii Pacific
University | Mom of two boys
Chief Content Director at SAP,
Sustainability Marketing & Solutions |
Advisory Board member, UN Women
Silicon Valley | Bill & Melinda Gates Goal
Keeper
Globetrotter | Hiker | Foodie | Techie |
Volunteer | Amateur guitarist/ukulelist |
Hula Dancer | Lego Builder | Space
enthusiast
SAP is considered as the “central nervous system”
in the world of business and technology with:
@sandramoerch
businesses across
25 industries in
over 180 countries
440,000+
SAP partner
companies in
over 140
countries
22,700
employees
representing 156
nationalities
110,000
of total global
commerce
generated by
SAP customers
87%
Now, I want to get
to know YOU
@sandramoerch
What industries do we have
represented here today?
How many of you believe that
having a purpose and activating
sustainability is important for
your company?
Anyone care to share their
company’s purpose or even
their own personal ethos?
Setting the stage for
sustainability
@sandramoerch
49% of investors globally
would divest from
companies that are not
taking sufficient action on
ESG issues
>50% of countries,
states and cities, have
set targets to achieve
net zero by 2050
67% sales
increase for
household products
comprised of
renewable source
1 in 3 dollars
managed globally was
invested with some
form of ESG strategy
— more than $35
trillion in total.
7x growth
on sustainability-
marketed products
vs. conventional
products
Sources: ESG Investor Survey, Circularonline.co.Uk , Accenture , Landmark CPG study from NYU , CDP Report. ESG Investor Survey, Neilsen, European Commission
What is ESG, and why
is it so important?
@sandramoerch
Environmental
Social
Governance
Three disciplines with its own set of
standards and practices:
Scope 1-3 emissions and
what you need to know!
@sandramoerch
Scope 1 emissions – direct
emissions from sources owned or
controlled by a company | Burn
Scope 2 emissions – indirect
emissions from purchased
electricity, steam, heat, and
cooling | Buy
Scope 3 emissions – all other
emissions associated with a
company’s activities | Beyond
The human impact of
sustainability
@sandramoerch
The 27 countries most vulnerable
to climate change contribute to
less than 5% of the emissions of
G7 nations.
61% do not have access to or
know how to use recycling
infrastructure.
1 in 5 children are victims of child
labor in poorly developed
countries.
Activating
the UN
Global
Goals
@sandramoerch
What is your
industry specific
challenge?
What “ Global
Goal” align to your
topic?
How do you
embed the UN
SDGs into your
bigger story and
narrative?
At SAP it means
honing in on…
@sandramoerch
Setting clear priorities for what parts of
sustainability we can contribute to at
scale.
Not only leading by example in the market
(brand), but becoming an enabler for our
customers to do the same (revenue).
Making sustainability essential to the
company’s culture.
SAP’s
Sustainability
Strategy
@sandramoerch
It starts with a solid
internal framework
... and requires a
strong external
story.
Building a
Sustainable
Brand that
Matters
@sandramoerch
What do all the
world’s most
sustainable
brands have in
common?
• They listen
• They take a strong stand
• They build trust
• They are authentic
• They publicly pledge their
commitment
Moving beyond brand | Leading examples
@sandramoerch
Moving beyond brand | Leading examples
@sandramoerch
Q&A
@sandramoerch
Infusing Your Content Marketing Strategy with Purpose and Sustainability - Sandra Moerch, SAP

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Infusing Your Content Marketing Strategy with Purpose and Sustainability - Sandra Moerch, SAP

  • 1. KEYNOTE Sandra Moerch CHIEF CONTENT DIRECTOR SAP Infusing Your Content Marketing Strategy with Purpose and Sustainability HONOLULU, HI ~ JULY 14 - 15, 2022 DIGIMARCONHAWAII.COM | #DigiMarConHawaii DIGIMARCONPACIFIC.COM | #DigiMarConPacific
  • 2. Aloha, I’m Sandra @sandramoerch Danish national | Hawaii Resident | BA in CS and Design, Copenhagen School of Design & Technology | MBA in International Marketing, Hawaii Pacific University | Mom of two boys Chief Content Director at SAP, Sustainability Marketing & Solutions | Advisory Board member, UN Women Silicon Valley | Bill & Melinda Gates Goal Keeper Globetrotter | Hiker | Foodie | Techie | Volunteer | Amateur guitarist/ukulelist | Hula Dancer | Lego Builder | Space enthusiast
  • 3. SAP is considered as the “central nervous system” in the world of business and technology with: @sandramoerch businesses across 25 industries in over 180 countries 440,000+ SAP partner companies in over 140 countries 22,700 employees representing 156 nationalities 110,000 of total global commerce generated by SAP customers 87%
  • 4. Now, I want to get to know YOU @sandramoerch What industries do we have represented here today? How many of you believe that having a purpose and activating sustainability is important for your company? Anyone care to share their company’s purpose or even their own personal ethos?
  • 5. Setting the stage for sustainability @sandramoerch 49% of investors globally would divest from companies that are not taking sufficient action on ESG issues >50% of countries, states and cities, have set targets to achieve net zero by 2050 67% sales increase for household products comprised of renewable source 1 in 3 dollars managed globally was invested with some form of ESG strategy — more than $35 trillion in total. 7x growth on sustainability- marketed products vs. conventional products Sources: ESG Investor Survey, Circularonline.co.Uk , Accenture , Landmark CPG study from NYU , CDP Report. ESG Investor Survey, Neilsen, European Commission
  • 6. What is ESG, and why is it so important? @sandramoerch Environmental Social Governance Three disciplines with its own set of standards and practices:
  • 7. Scope 1-3 emissions and what you need to know! @sandramoerch Scope 1 emissions – direct emissions from sources owned or controlled by a company | Burn Scope 2 emissions – indirect emissions from purchased electricity, steam, heat, and cooling | Buy Scope 3 emissions – all other emissions associated with a company’s activities | Beyond
  • 8. The human impact of sustainability @sandramoerch The 27 countries most vulnerable to climate change contribute to less than 5% of the emissions of G7 nations. 61% do not have access to or know how to use recycling infrastructure. 1 in 5 children are victims of child labor in poorly developed countries.
  • 9. Activating the UN Global Goals @sandramoerch What is your industry specific challenge? What “ Global Goal” align to your topic? How do you embed the UN SDGs into your bigger story and narrative?
  • 10. At SAP it means honing in on… @sandramoerch Setting clear priorities for what parts of sustainability we can contribute to at scale. Not only leading by example in the market (brand), but becoming an enabler for our customers to do the same (revenue). Making sustainability essential to the company’s culture.
  • 11. SAP’s Sustainability Strategy @sandramoerch It starts with a solid internal framework ... and requires a strong external story.
  • 12.
  • 13. Building a Sustainable Brand that Matters @sandramoerch What do all the world’s most sustainable brands have in common? • They listen • They take a strong stand • They build trust • They are authentic • They publicly pledge their commitment
  • 14. Moving beyond brand | Leading examples @sandramoerch
  • 15. Moving beyond brand | Leading examples @sandramoerch