Are brand marketers ready to engage in ‘sustainable commodities’? What is the potential to transform consumer demand?
14:30
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15:30
Increasing end-consumer demand for sustainable commodities can have a radical impact on the supply chain and accelerate the shift to reduced deforestation, improved farmer livelihoods, and emissions reductions. As we all know, sustainability is an incredibly nuanced and complex topic. Brand marketers play an important role in encouraging sustainable consumption and can help close the gap in awareness and understanding through consumer engagement and education. In this closing plenary we’ll assess the opportunities for brands to transform consumer demand for ‘sustainable commodities,’ exploring:
- Definitions, standards, and certifications: How can ‘sustainable commodities’ be communicated effectively by brand marketers?
- Does that do the job, and is the role of direct storytelling more likely to change demand?
- What does effective consumer engagement look like to drive consumer demand?
- What are the key barriers and risks in communications around sustainable commodities?