BIR Valencia 2025 Keynote Announcement
Keynote/Opening Session:
Transforming the perception of our industry:
Michael Maslansky tells us why words matter!
The recycling industry, undeniably a cornerstone of sustainable global supply chains, still grapples with outdated and negative public perceptions. Join us at the World Recycling Convention in Valencia on Monday, 26 May at 10.30am as Michael Maslansky, a recognized expert in communication and messaging strategies, unveils the transformative power of language in his keynote presentation: "Recycling Reimagined: The Power of Words in Shaping Industry Perception."
Michael, who also featured in edition 2 of The Recyclist, will delve into the critical role of strategic communication in reshaping the narrative surrounding recycling. He draws upon his extensive experience, including insights gained from ISRI’s successful rebranding as the Recycled Materials Association (ReMA), to demonstrate how accessible and relatable language can achieve great results:
- Foster enhanced public understanding: Bridge the communication gap and make complex recycling processes more understandable to the general public.
- Drive positive policy changes: Influence legislative decisions by crafting messages that resonate with policymakers and stakeholders.
- Strengthen industry reputation: Build trust and credibility by effectively communicating the industry's vital contributions to environmental sustainability.
Michael is a leading authority on the art and science of persuasion. His influential book, "The Language of Trust: Selling Ideas in a World of Skeptics," has been translated into seven languages and achieved global acclaim. A frequent commentator on major news networks like CNN, Fox News, MSNBC, and BBC, Michael provides insightful analysis on effective communication strategies.
With over two decades of experience, Michael has advised more than one-third of the Fortune 100 and numerous leading organizations, including adidas, Google, J.P. Morgan Chase, and Toyota. He has also partnered with influential industry associations like the U.S. Chamber of Commerce and the Recycled Materials Association (ReMA).
Why you should not miss this?
This keynote session provides a unique opportunity to gain actionable recommendations from a communication expert, empowering business owners to communicate more effectively and contribute to a positive shift in industry perception.
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