Trend Event 2025 Recap: A Deep Dive into Meaningful Marketing

January 15th marked the first MAEUR event of the year, and what a way to kick things off! Trend Event 2025 brought together marketing enthusiasts, industry leaders, and purpose-driven brands under one roof to explore this year’s theme: "Meaningful Marketing: Turning Purpose into Profit”.

An afternoon packed with insights, inspiration, and impact, the event welcomed speakers from SchaalX, AB InBev, HelloPrint and Coca-Cola, who demonstrated how corporate social responsibility (CSR) is not just a buzzword but a driving force behind modern marketing strategies. Let’s take a look back at some of the key takeaways.

When you think of AB InBev, you probably think of iconic beers like Corona, Budweiser, and Stella Artois. But beyond brewing, AB InBev is leading the charge in sustainable and responsible consumption. AB InBev, with its portfolio of over 500 brands across 150 countries, showcased how sustainability is deeply embedded in its strategy. A key focus was the company’s push to enhance the adoption of 0.0% alcohol beers, with Corona Cero as an official Olympic partner, reinforcing global health-conscious trends. Perhaps the most striking moment came with the display of a glass made from shattered car windows, collected from drunk driving accidents - a powerful and sobering reminder of why responsible consumption matters. To bring that message further along, during the break, we all got to try a 0.0 beer - a small but meaningful way to experience the future of alcohol consumption firsthand.

Coca-Cola took the stage with an eye-opening session on how they are tackling environmental sustainability from multiple angles. By sourcing sugar cane roots from the Netherlands, they are reducing transportation emissions and making supply chains more localized and efficient. Their commitment to energy efficiency extends to rethinking vending machines and fridges, removing unnecessary lighting to cut down on energy waste. Additionally, their push for eco-friendly trucks is a strategic move to minimize the carbon footprint of their delivery systems and much more efforts! The key takeaway? Sustainability is not just a moral obligation, it shapes consumer perception, strengthens brand reputation, and ultimately drives purchase intent.

Beyond the insightful presentations, the event had plenty of memorable moments that made the experience even more engaging. Participants didn’t just leave with valuable insights, they also received goodie bags filled with thoughtful items, including a Hertog Jan cooling bag and other cool things from the participating companies. To top it all off, the event concluded with a well-earned networking drink at the QLounge, where students had the opportunity to connect with company representatives, explore potential career opportunities, and exchange ideas on the future of CSR in marketing. A huge thank you goes to the Trend Event Committee for having put so much effort in organizing this memorable event and to the company representatives for taking the time and delivering such valuable insights about CSR!