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Building a responsible business reputation that lasts

The drivers of a responsible business reputation: from scientific insight to strategy.

Master Class English
When 8 September 2026
13:30 - 16:30
Location UBA Buro & Design Center
Esplanade 1 Box 8
1020 Brussels

Introduction

What makes a company truly responsible in the eyes of the Belgian public? In this Master Class, we present the findings of the Responsible Business Index (RBi), a scientific research initiative developed in collaboration with Ghent University. The RBi measures how more than 200 companies across 15+ industries are perceived in terms of responsibility, and which factors drive that perception. You will discover the key reputation drivers, how they differ from traditional brand perception, and how to translate these insights into an effective strategy.

What will you learn?

Consumers do not speak in ESG jargon, but they unerringly recognise ethical and responsible behaviour. Some companies score strongly on responsible reputation, others lag behind. In this Master Class, you will learn:

  1. Which drivers determine a responsible business reputation, and how they fundamentally differ from traditional reputation drivers.
  2. The measurable impact on business outcomes: brand consideration, pricing power, engagement and NPS.
  3. A diagnostic framework to map the strengths and blind spots of your corporate reputation.
  4. Concrete levers to improve your score on the reputation drivers.
  5. How to build credible narratives around products, services and societal impact.

For whom?

Communication and public affairs managers, sustainability managers, marketing managers, and corporate strategy or reputation managers.

Language

The training will be given in English, the slides of the presentation will be in English.
Participants may respond in the language of their choice.

"Key insights into how to build reputation based on facts. Highly insightful and unique knowledge."

"The content was very interesting and very well delivered by the trainer. He was engaging to listen to."

Speakers

  1. Wim Vermeulen

    Wim Vermeulen

    Partner at Bubka
    Wim Vermeulen is a thought leader, award-winning strategist, and author specializing 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 t...
    Wim Vermeulen

    Wim Vermeulen

    Partner at Bubka

    Wim Vermeulen is a thought leader, award-winning strategist, and author specializing 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.

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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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