Marketing as a system for good: The Calconut way
Programme Listing
In a world demanding measurable impact, Calconut demonstrates how marketing can evolve from communication to transformation. Born in Alicante, this Mediterranean company redefines “brandformance” — where purpose, data, and community drive both business growth and social progress. By turning marketing into a system for good, Calconut integrates sustainability into every process, from circular production and local employment to global brand strategy. This session explores how data, storytelling, and purpose can co-create systemic change — proving that when marketing stops selling and starts shaping behaviour, it becomes the most powerful driver for collective well-being. A case from Alicante that shows how local roots can inspire global systems of responsible growth.