Business innovation | Qa

Engagement is more than just reacting to consumers

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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

The Future of Plastics and Packaging

Calendar icon Amsterdam

Location icon 11th - 12th October 2022

Sustainable Landscapes and Commodities Forum

Calendar icon Amsterdam

Location icon 1st - 2nd November 2022

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