Thought leadership

Thought leadership inspires and steers the sustainable path forward. Bold ideas and distinctive points of view are expressed with clarity, supported by facts, and accompanied by concrete guidance. These may take the form of social-media content that frames better questions, actionable white papers, or pilot projects showcasing innovative solutions at work. Ultimately, the goal is to support policy advocacy, enhance brand equity, and build momentum for market transformation.

Approach

The aim is to support market transformation by identifying the main action levers and introducing new data‑driven insights to fill information gaps.
Focus on partnerships and a broader audience for systemic impact: engage a diverse range of stakeholders—customers, key players in the value chain, policymakers, NGOs and advocacy organisations, academia as knowledge developers, media as disseminators, and start‑ups driving industry innovation.
In practice, the objectives can be supported by assembling or joining coalitions, participating in high‑level events, organising roundtables and conferences, sponsoring third‑party research, developing white‑paper series, with tailored campaigns and activation plans.
There should be a clear link to business development and sales, with dedicated support for front‑line communication—sales teams should receive the incentives and resources needed to engage customers effectively.

Selected projects

Mission Zero(FLSmidth)

It was a great experience to learn how the Mission Zero program was implemented in the company, anchored in sustainability, with strong collaboration across all functions - R&D, Marketing and Sales.

Mission Zero set the vision for the mine of the future, with zero water waste, zero emissions and zero energy waste, mapping existing technologies and innovations needed, and emphasising of combined impact of the solutions across the flowsheet.

It was a great experience to learn how the Mission Zero program was implemented in the company, anchored in sustainability, with strong collaboration across all functions - R&D, Marketing and Sales.

Reports activation and content hub (Danfoss)

Activated third‑party reports from WEF, Aalborg University, Navigant and others to demonstrate the potential and large‑scale benefits of key solutions for decarbonising buildings and cities. Tasks included defining messaging and audiences, developing assets and activation plans (executive summaries, videos, case studies, landing pages, social‑media posts, PR materials, launch events and sales presentations, etc.). These projects provided the content for the Insights for tomorrow hub, under the sustainable urbanisation theme.