Allard Marx


Allard Marx started his career in consumer goods working for Colgate Palmolive, Amatil and London International during which time he managed global brand portfolios, established a new food company which launched “Fonzies” in Italy and turned around an OTC pharmaceuticals company in Pakistan. He then spent 25 years in corporate strategy and brand consulting working with Europcar, KLM, INSEAD business school, Sony, HP, Hilton Hotels, Sodexo, Team Lotus, Dubai Health Authority, Coca Cola and many others. A project to start a new car company, Delfino, led him to take an interest in water and ocean pollution and he co-founded The Going Blue Foundation. Realising that sunscreens were the most personal of pollutants and the ones seriously damaging marine life, he took up the challenge to resolve that and Aethic, which he now manages full time, is the result.

Building a Purpose-Driven, Scientifically Substantiated Eco Brand

Is ‘organic’ really important? ★ Real science is about peer-verified protocols and honesty ★ Marketing simplicity with substance for those who want it ★Communications hierarchies ★ The way forward