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

19th - 20th March 2025

Sustainable Apparel and Textiles Conference

Amsterdam

29th - 30th April 2025

Sustainable Packaging Innovation Forum

Amsterdam

6th - 7th May 2025

The Future of Food and Beverage

Amsterdam

13th - 14th May 2025

The Future of Food and Beverage USA

Minneapolis

28th - 29th May 2025

The Scope 3 Innovation Forum

Amsterdam

11th - 12th June 2025

Sustainable Apparel and Textiles Conference USA

New York City

24th - 25th June 2025

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Apparel and textiles
Plastics and packaging
Food and agriculture
Scope 3 and climate
Responsible sourcing and ethical trade
Landscapes and commodity sourcing