What do sustainability and TikTok videos have in common? In a world of interpretation, Dimitri Nadeschdin knows how to grab the attention of masses. Coming from the world of making hit songs, he is now Global Social Media Manager at Covestro and shares his insights with host Alexander Broekman. 

Hit songs. No matter where you go, they will follow you around. A mix of tunes and lyrics so relatable that masses of people keep going back to it and put the song on infinite repeat. 

Even if you hate them, somehow if you find yourself sitting in the car and turning on your radio you will still end up humming along. Making something appealing for the masses is something the music industry has perfected for years. And our guest Dimitri Nadeshdin, having written a book on what makes a hit song, knows what that magic formula is. 

Now, Dimitri works as Global social media manager at Polymer company Covestro and has to find innovative ways to make sustainability a universally appealing topic among its employees. In our conversation, we will explore what lessons we can learn from making hit songs and how we can apply that to communicating sustainability to employees.