In just 5 weeks, brands who want to boldly lead the shift to a more sustainable and regenerative future will attend Brand-Led Culture Change. On June 7-9, we’ll gather virtually to examine the changing motivations and behaviors of consumers, alongside their prioritization of social and environmental issues. Brands who cultivate empathetic and trusting relationships with their consumers will take on a leading role in influencing positive behavior change. Using research, messaging and communication, we’ll uncover ways to nudge consumers toward choices and behaviors that deliver impact and create positive change for the benefit of all.
SPEAKER SPOTLIGHT
Benjamin Crook
Senior Marketing Director, Hellmann’s N.A.
Benjamin Crook has been with Unilever for over 20 years, having spent half his time in Canada and the last 10 years in the United States. Ben is passionate about food waste and regenerative agriculture practices, which has helped him to lead the team through the launch of its purpose-driven work to drive awareness around the issue of food waste. One specific win is the Make Taste, Not Waste platform, which was supported by two successful Super Bowl campaigns in the last two years. He has also overseen the team to introduce other sustainable-centric initiatives such as the launch of its 100% recycled plastic bottles and product innovations like the plant-based Hellmann’s Vegan. Ben is a strategic leader who uses marketing & creative to create positive lasting change.
THEMES
Plenary Sessions
Day 1—Brand-Led Culture Change in Context
Day 2—Storytelling for the Future We Want
Day 3—Effective Strategies for Behavior Change
Breakout Tracks
Track 1—Unlocking Change at Scale
Track 2—Culture Changing Communications
Track 3—Unpacking Consumer Trends
FEATURED SESSIONS
Day 1
Keynote
Conscious Consumer Trends to Amplify Impact
Camilla Van Gremberg, Trend Analyst, TrendWatching
Imagine a world where brands contribute to a more equitable society, enabling consumers to seamlessly adopt more sustainable mindsets and lifestyles. This world is possible, and we have the insights and examples to show you how! This presentation will challenge you to think like a trendwatcher as you hear about the latest consumer research around the topic of brand authenticity and how to apply these learnings to create a more equitable future.
Day 2
Keynote
Are Sustainable Brand Messages Targeting the Wrong People?
Eileen Chen, Senior Sustainability Campaigns Strategist at Radley Yeldar
By focusing on a handful of easy to target demographics, brands are excluding the people who most need to be included in the narrative. This session will have you rethinking assumptions of who the sustainable consumer could be and why redefining your target demographics will serve the broader needs of our transition as a society.
Day 3
Keynote
The Flywheel Effect of Holistic Systems Thinking
Michiel Bakker, VP of Global Workplace Programs and Real Estate Workplace Services, Google
In a rush to get results, sustainability practitioners can risk compartmentalizing individual parts rather than looking at the system as a whole. This session will draw from examples at Google to explain how to harness holistic systems thinking to solve behavioral change problems and amplify your brand’s impact.