Client: Posti
Event: Sustainable Business Summit 2023
Time: 7.9.2023
Venue: Scandic Hub, Helsinki
Sustainability is at the core of Posti’s strategy, but no one can change the world alone. The Sustainable Business Summit brought together top executives from Posti’s most important clients.
The Sustainable Business Summit, held in September 2023, gathered business leaders whose schedules allow only for carefully selected events. Posti’s leadership spent an entire morning with the top executives of their key client companies, exploring themes that could transform Posti from a logistics provider into a strategic partner for its customers.
Beyond the personal invitation process, the success of this concept was based on the understanding that C-level executives are not interested in the latest trends in logistics but in broader themes. Their primary responsibility is to ensure their companies remain competitive in an evolving environment.
To put it simply: anyone can deliver packages, but only a few can solve the major challenges faced by their customers. One of the most critical challenges is environmental responsibility, as logistics has become the biggest climate burden for the retail industry.
So, what convinced nearly every one of the top executives to accept the invitation?
The keynote speaker of the event was Paul Polman, the long-time CEO of Unilever, who has built a strong reputation around sustainability. Polman, one of the most sought-after business speakers today, was a significant investment but also a media coup that earned attention for Posti.
In addition to the speakers, the other attendees played a key role. When a business leader clears a morning in their calendar, the first question they ask is: who else is attending? C-level executives attend events to meet their peers.
More than 30 executives ultimately attended Posti’s event, with 93% rating the content as good and over 60% as excellent. Every attendee stated that they would return next year.
“The Sustainable Business Summit was a success. We have demonstrated that an institution nearly 400 years old can renew itself. Events have been a key part of this transformation.”
–Turkka Kuusisto, President and CEO, Posti Oyj
While C-level guests were engaged in discussions at Scandic Hub, a virtual event was being broadcast from an adjacent room, reaching 1,500 remote participants. The production leveraged the same speakers and content.
The wider audience was exposed to the themes through both paid and earned media. This approach ensured that we maximized the impact of the event’s content and overall investment.
Through the live event, Posti’s leadership reached decision-makers who are typically inaccessible. Polman’s involvement generated significant media coverage and allowed Posti to highlight themes in which it is a global frontrunner.
Posti has been ranked among the top 1% of the world’s most sustainable companies. Following the event, Posti saw the highest reputation growth in Finland, according to T-Media’s Trust & Reputation study.
