Business innovation | Qa

Engagement is more than just reacting to consumers

Don't tell customers what to do!

As a former customer sustainability director, Jake Backus knows a thing or two about how to speak to consumers. The storytelling must be relevant to brand values – and you shouldn’t always rely on research to guide the way, he tells Tom Idle

Upcoming events See all

Responsible Sourcing and Ethical Trade Forum

London

20th - 21st March 2024

Sustainable Apparel and Textiles Conference

Amsterdam

23rd - 24th April 2024

The Future of Food and Beverage

Amsterdam

14th - 15th May 2024

The Future of Food and Beverage USA

Minneapolis

29th - 30th May 2024

Sustainable Apparel and Textiles Conference USA

New York City

25th - 26th June 2024

Sustainable Commodities and Landscapes Forum

Amsterdam

5th - 6th November 2024

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