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Building a responsible business reputation that lasts

What are the drivers of a responsible business reputation and how to manage it?

Master Class English
When 9 September 2025
13:30 - 16:30
Location UBA Buro & Design Center
Esplanade 1 Box 8
1020 Brussel

Introduction

What makes a company truly responsible in the eyes of the Belgian public? In this Master Class, you’ll get a first look at insights from the 2025 Responsible Business Index (RBI) — a groundbreaking research initiative developed in collaboration with Ghent University, analysing how 200 companies across 15+ industries are perceived in terms of responsibility.

What will you learn?

Consumers may not speak in ESG jargon, but they instinctively recognise ethical, fair, and responsible behaviour. Some companies are leading—and lagging—as responsible businesses. You’ll learn: 

  • The drivers of a responsible business reputation—and how they differ from the traditional corporate reputation drivers. 
  • How your reputation influences key business metrics such as brand consideration, pricing power, social engagement, and NPS. 
  • How to diagnose your company’s reputational strengths and gaps.
  • How to manage and increase your score on the reputation drivers.
  • How to sharpen your corporate narratives—whether about products, services, innovations, or impact efforts—to earn a stronger responsible brand reputation.

For whom?

Corporate Affairs and Public relations managers, Communication managers, sustainability managers, marketing managers

Language

The training and presentation will be  conducted in English.
Participants may respond in the language of their choice.

Speakers

  1. Wim Vermeulen

    Wim Vermeulen

    Director Strategy and Sustainability at Bubka

    Wim Vermeulen is a thought leader, award-winning strategist, and author specialising in responsible communication and corporate credibility. He helps companies build real trust—beyond greenwashing—by aligning business, branding, and climate responsibility. 

    He’s the driving force behind the Net Credibility Score and the Responsible Business Index, both developed with Ghent University, which reveal the key drivers behind credible sustainability communication and the perception of responsible business. 

    Wim advises boards and speaks internationally on how to turn responsible communication into a driver of brand growth and business opportunity.

Register

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Prices

  • UBA member : Free. The participation fee is included in your company's annual membership contribution.
  • Standard: € 430 (excl. VAT)
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