UBA logo

Building a responsible business reputation that lasts

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

Master Class English

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 the2025 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 theNet Credibility Scoreand theResponsible 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

Please log in to see which tickets are available for you.

Log in

Prices

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

Cookies on this website

This website makes use of cookies to function properly. If you would like to change which cookies we can use, change the cookie settings. Read more about our use of cookies in our privacy policy.

Cookie settings

Strictly necessary cookies 22 cookies

These cookies are necessary in order to enable our website to function properly and are therefore installed without your consent. We use them e.g. to protect our website. These cookies permit you to navigate between the different parts of the website, to complete forms. If you block these cookies, it is possible that certain parts of the website will not function optimally. We do not collect any personal data with these cookies, and we never pass the collected information on to third parties. Along with the following cookies, cookies are also installed by our partner Vimeo when you make use of our Training 24/7 offer.
Name Vendor Description Expiry

Preference cookies 1 cookies

These cookies simplify the functioning of our websites, make them more enjoyable for the visitor and ensure that you receive a more personalised surfing experience. These are, for example, cookies that remember whether you were already asked to participate in a survey, so that we do not propose the same survey to you over and over, or a cookie that offers you a personalised layout as a result of a previous visit.
Name Vendor Description Expiry

Analytical cookies 6 cookies

We use analytical cookies in order to collect information about how visitors use our website, for the purpose of improving its content, better adapting it to the wishes of visitors and increasing its user-friendliness.
Name Vendor Description Expiry

Marketing cookies 2 cookies

These cookies are installed for marketing purposes and are used in order to follow your surfing behaviour after you visited our website and/or to show you personalised ads. They can be installed on our website by us or by third parties. You decide for yourself whether or not to consent to the installation of such marketing cookies.
Name Vendor Description Expiry

External cookies 5 cookies

Some cookies are installed, with UBA´s consent, by third parties for the purpose of drawing your attention to certain products and services or to give you direct access to social media. For the cookies that are installed by these external parties, the information they collect with them and the purpose for which this information is used, we refer to the privacy statements of these parties on their own websites. These statements can be modified regularly, something over which UBA has absolutely no control.
Name Vendor Description Expiry