We are proud to announce the release of a new book by Bertrand Espitalier (PGE 1999), founder of EngageX and member of the KEDGE Alumni Board of Directors:
Marketing: l'indispensable transition environnementale et sociétale, available since May 8, 2025.

In this engaging and accessible book, Bertrand invites us to rethink in depth the role of marketing in the face of ecological and societal emergencies. A topical subject, treated with pragmatism, method and conviction.

In the face of collapsing biodiversity, climate disruption and rampant pollution, it's imperative that we review our practices. Marketing, often criticized for its role in over-consumption, can and must evolve to become a key player in this transformation.

Bertrand Espitalier offers a clear and accessible reflection on how to put marketing at the service of a more sustainable economy, without falling into the traps of greenwashing or guilt-tripping.

Here is an overview of the contents:

• 💡 An insight into the historical drifts of marketing and their environmental consequences.
• 🤝 Arguments to convince your COMEX and get your teams on board.
• ✍️ A method for reinventing practices: raison d'être, life cycle, eco-design, new business models, responsible communication, etc.
• 🎯 Concrete examples and testimonials from pioneering brands and organizations (C'est qui le patron?!, Mustela, La Poste, Union des marques, ARPP, Adetem, Circulab...).
• 📑 Practical fact sheets: The Donut Theory, the Responsible Consumption Barometer, the Ecological Backpack, the AGEC Act, the Marketing Fresco, the Circular Canvas, etc.
• 🎓 The book is postfaced by Alcidiane Joly of Maison Kurkdjian (LVMH group) and Kedgeuse class of 2011.

Parisian Kedgers (or those passing through Paris), meet us on Tuesday May 27, 2025, from 6pm to 8pm, at the Gereso bookshop (22 place de Catalogne, Paris 14e) for an exclusive presentation of the book followed by an inspiring round table discussion.

Speakers include :

• Maryse Mougin (Director of Excellence, Consumer Offers & Services, La Poste Group - co-president of Adetem)
• Marguerite Laborde (Mustela Global Director, Expanscience - co-pilot of CEC Nouveaux Imaginaires)
• Sophie Roosen (Brand & Impact Director, Union des marques)
• Alcidiane Joly (Environmental Performance Manager, Maison Francis Kurkdjian - LVMH group)
• Pierre Redares, consultant in societal transformation and low-carbon strategy.

👉 F ree event, registration required:

by e-mail to be@engagex.net

or on the dedicated page 👇

Through this book and this event, Bertrand Espitalier invites you to rethink your practices and make marketing a driver of change. A great opportunity for graduates from all sectors toevolve, be inspired, and commit to a more sustainable future.