Let’s Walk Episode 1: Rethinking marketing, communication, and ethics with Benoît Heilbrunn

Let’s Walk is ESCP Business School’s conversation series where ideas come alive on the move. Special guests step out of the classroom and into the streets to explore culture, society, and the questions shaping our world. From marketing and communication to AI, geopolitics, and beyond, each walk sparks curiosity, critical thinking, and unexpected connections.

In this episode of Let’s Walk, host Anobla meets Benoît Heilbrunn, Professor of Marketing and Communication at ESCP, to explore communication, marketing, and ethical responsibility.

Do you want to understand how brands, marketing strategies, and AI shape our beliefs, desires, and collective imaginaries? Prof. Heilbrunn challenges viewers to rethink the role of communication in society and discover why strong interpersonal skills require culture, ethics, and human sensitivity — not automation.

Communication as a social and cultural force

For Prof. Heilbrunn, marketing and communication are more than tools or techniques — they are powerful forces that shape society. He draws from decades of experience in advertising, brand consulting, and academia to show how narratives influence lifestyles, beliefs, and consumer behaviour.

Through examples like Coca-Cola, Pringles, and Muji, Prof. Heilbrunn highlights the emotional and ethical dimensions of branding, showing how companies can either manipulate or enrich the lives of their audiences.

Ethics, AI, and the future of communication

The conversation also examines the challenges posed by artificial intelligence. Prof. Heilbrunn warns against replacing human sensitivity with AI, noting its ecological cost and potential dystopian consequences.

“The future of marketing is not AI,” he says. “It’s about creativity, humanism, and the vision brands offer for the society we want to build.”

Heilbrunn’s insights provide practical guidance for aspiring communicators and entrepreneurs, emphasising that a brand’s purpose should focus on meaningful impact, not just profit.

Watch the full episode and discover all Let’s Walk conversations on the ESCP YouTube channel.

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