The 60 minutes C-Suite Virtual Series

Wednesday November 24, 2021 – Webinar 8:45-10am CET – Dinner in Paris (members only) 

“China Goes Green… How does it impact your brand strategy ?”

China’s fast developing green economy impacts brands’ relevance, engagement and performance

We’ll share insights and perspectives on the societal, cultural, economic, technological scale of the Green impetus happening in China. A strategy largely encouraged and supported by the government, embodied by a new generation shaping new behaviors and consumption habits across a wide range of industries

You’ll find unique guidance and inspiration to help (re)define your green strategy, as we’ll share some
key learnings of Nathalie’s book “As China goes green …a unique testimony on the Chinese committed to the planet“, and Lena’s perspectives in working daily with luxury, fashion and beauty brands in China 

Special Guest: Nathalie Bastianelli, Author
– Lena Yang, Chinamind Interculture Group, Co-Founder and Partner 
– Laure de Carayon, Founder China Connect/Asia Loopers  

Nathalie Bastianelli


Nathalie Bastianelli is not afraid of challenges. Driven by audacity and a strong faith, it’s in China, the world’s largest polluter, that she created the WeBelongToChange forum dedicated to sustainable innovations and conscious consumption. Several million Chinese netizens followed her event on social networks.

This committed businesswoman, former general manager of two Havas Media subsidiaries in Beijing and Shanghai, wants to believe in the ecological awakening of a fringe of Chinese civil society. She tells us the story of these eco-aware men and women she met on the ground during six years.

Lena Yang

Chinamind Interculture Group,
Co-Founder and Partner responsible for Strategy

Lena Yang is senior fashion media executive for the past 27 years. Before launching WWD in China, she was former CEO of Hearst Magazines China. She is now responsible for the strategic development of Chinamind Interculture Group, mainly on sustainable fashion and China fashion culture.

Chinamind Interculture Group, founded on 2018 by senior media and marketing specialists, is a comprehensive fashion and lifestyle industrial digital media and marketing services group, focusing on providing the most updated industrial insights, networking, and strategy consultancy. Chinamind Interculture Group is now publishing 6 different digital media including: WWD (Women’s Wear Daily, one of the most authoritative fashion industrial media for more than110 years history), Footwear News, Beauty Inc, China Industrial Insights (focusing on policies, supply chains, and industry clusters), Re-Green (Sustainable Fashion), and Hard Candy (New brands and designers). The group is aiming to support the growth of the industry in its sustainable development, digital transformation and China fashion culture. 

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