Ethics and effectiveness - communications for financial services

A Guardian Sustainable Business Network seminar in association with Futerra.

The financial services sector has faced numerous challenges in recent years; accusations of miss-selling of products, poorly marketed 'green' bank accounts and unclear ethical positioning to name but a few. Yet following the financial crisis consumers are increasingly interested in genuinely ethical banking, but many institutions have failed to capitalise on this new demand.

What constitutes an ethical bank account? How should this be marketed to consumers? How do you avoid accusations of financial 'greenwash'?  The Guardian's half-day seminar in association with Futerra will ensure you have the knowledge, tools and vision to tackle the challenges you face.

The "Ethics and effectiveness" session will enable you to:

• Gain an insight into emerging consumer interest, demand and trends in ethical financial services
• Appreciate what constitutes ethical substance, not just style, in financial services
• Understand the 'Rules' for effective communication of financial ethics
• Use the right language to get your message across
• Avoid the pitfalls of 'greenwash'
• Generate creative ideas on how to achieve 'cut-through' for your messaging in a busy media marketplace
• Learn from the best examples in the sector

 Who should attend?

• CSR managers
• Financial product development managers
• PR managers
• Marketing managers
• Internal communications managers

Facilitator:

Ed Gillespie, Director and co-founder of Futerra Sustainability Communications.

Futerra is one of the few UK communications consultancies – if not the only one – to specialise solely in sustainable development and corporate social responsibility. It offers the full range of communications services from internal engagement, PR and strategy, to design, digital, web, advertising and brand development.Ed has driven the creative direction of Futerra's work since its foundation, and has worked with a wide range of clients, ranging from E.ON, Barclays Bank, Eurostar, BT, to Defra, UNEP and the BBC.                                      

He holds masters degrees in both marine biology and sustainable development and his interesting career history has brought him from working as a marine biologist in Australia, New Caledonia and Orkney, to environmental issues for Transport for London, to, in the last 10 years, communications professional.

Aside from writing regularly for the Guardian, Ed is a highly sought after public speaker. You can see his recent TEDx talk in Stockholm here and Ed speaking on Youtube here. In 2007/8 Ed travelled around the world without flying. You can read about his journey at www.lowcarbontravel.com  - he's currently working on the book! He was also recently appointed as a London Sustainable Development Commissioner and is a director of the carbon emissions campaigning organisation Sandbag.

Follow Ed on twitter @frucool 

To claim the Guardian Sustainable Business Network rate, simply sign up here - it's quick, simple and absolutely free. Guardian Sustainable Business will ensure you are always at the cutting edge of your sector, providing the best sustainability news, comment and analysis for corporate sustainability professionals. 

Please arrive 30 minutes prior to the seminar commencing.

For more information, call 0203 353 4059 or email seminars@guardian.co.uk.