Conference Explored Authentic Brands and Sustainability
Sustainable communication, AI and the challenges between green marketing and greenwashing were discussed at the event
Sustainable Development Goals (SDG)
The conference “Authentic Brands: Communication and Sustainability” took place on 21 May 2026, from 9:00 am to 1:00 pm, at the Agostinho da Silva Auditorium, at Lusófona University – Lisbon University Centre. The initiative, promoted by the School of Communication, Architecture, Arts and Information Technologies – ECATI and the Research Centre for Applied Communication, Culture and New Technologies – CICANT, was held in person and brought together participants interested in communication, marketing and sustainability.
Throughout the session, the main challenges faced by brands in communicating authentic sustainability strategies were discussed. The programme explored topics such as the distinction between green marketing and greenwashing, as well as the impact of data-driven digital communication and artificial intelligence.
The conference also addressed emerging trends in contemporary advertising, including AI-generated creativity and the transformation of brand communication practices.
View Event Photos on the ULusófona Facebook Page
Text
Fernão Simões
Coverage
Filipa Cavém
