Trend Event 2026

This year’s Trend Event was all about Corporate Social Responsibility (CSR) and what it really means for brands today. Not as a buzzword, but as a mindset. CSR covers social, environmental, and economic responsibility, and more importantly: how companies communicate these efforts in an honest way. Because if there’s one thing that quickly backfires, it’s greenwashing.

The afternoon started with Coca-Cola Europacific Partners, who shared how sustainability is woven into their day-to-day operations. From reducing energy use and improving water management to rethinking packaging, their sustainability program focuses on long-term impact. One of the key goals is reaching net zero emissions by 2040. A concrete example that stood out was the water basin in Brabant, a region in the Netherlands, created to support water replenishment. Coca-Cola is also actively reducing plastic through deposit systems and circular packaging. In addition, the company positions its expanding range of low- and zero-sugar drink options as part of its CSR strategy, aiming to support healthier consumer choices without compromising on taste.

Next, AB InBev took the stage and explained their approach to CSR, internally called CRS, built around three pillars: community empowerment, responsible consumption, and sustainability. Their campaign with Uber, encouraging people not to drive after drinking, showed how marketing can actively promote safer behavior. AB InBev also highlighted their role in the Prevention Agreement 2018, which focuses on reducing excessive drinking and protecting vulnerable groups such as under-18s. Sustainability is approached across the entire value chain, with clear focus areas including water, agriculture, climate, and packaging.

The final presentation came from Selana, the company behind the first and only legal electric scooter in the Netherlands. Selana shared their vision for safer and more sustainable urban mobility. With a strong focus on premium design and safety, they aim to offer a realistic alternative for getting around the city. Their story, inspired by innovation and exploration, showed how sustainability can be combined with quality and user experience.

What became clear throughout the event is that CSR is no longer optional. Brands are expected to take responsibility and to prove it. When actions are clear andcommunication is transparent, responsible marketing becomes more than a message; it becomes a foundation for trust.