A one day conference packed with brands debating how to overcome one of the great challenges of sustainable business: Engaging consumers in sustainability. Can it be done? Progress so far is highly patchy. Find out on Nov 9th the best we know so far about how to make it work.

1. Book now at http://innovation-forum.co.uk/sustainability-consumer-engagement or call +44 (0) 20 3780 7434
MARKETING PARTNERS:
http://innovation-forum.co.uk/sustainability-consumer-engagement
Hearfromthese leadingexperts:
Sustainability:Whycurrent
consumerengagementfails
–andhowtofixit
Aone-daydebateaboutrealityandsolutions
9thNovember2015 | London
 Latestconsumerpatterns– Do they provide an
opportunity for sustainable products?
 Goodintentionsversusrealpurchasingdecisions
– Can the gap be closed for consumers?
 Socialmedia,generationZandmillennial
engagement– Have we overestimated the potential?
 Epicfailuresandlessonslearned–criticalanalysis
ofpastefforts: What went wrong – and why?
 Sustainabilityclaimsandlabels– How can we
muddle through the messy landscape and communicate
effectively?
 Corporateprogress– Hear how leading brands are
making progress implementing their engagement
strategies
Christèle Delbé
group head of sustainability for
enterprise
Vodafone
Daniella Vega
director of sustainability
Selfridges
Richard Wright
behavioural science director
Unilever
Hannah Harrison
sustainable development manager
SABMiller
Kresse Wesling
co-founder
Elvis&Kresse
Anna Hagemann
group public affairs manager
Froosh
David Paterson
head of public affairs and corporate
responsibility
Heineken
Gin Tidridge
sustainability specialist
B&Q
Karin Kreider
executive director
ISEAL
Three things you will get from this conference:
Focused sessions – discuss the issues that matter to you and
your peers
Senior participants – big companies, smaller firms, NGOs
and sceptical experts debating what actually works in engaging
consumers.
Candid dialogue – open discussion between companies about
their experiences, successes and off the record challenges
1
2
3

2. The old adage “the customer is king” seems to be now more
true than ever, thanks in no small part to the explosion of
social media and the voice and connectivity it offers Joe Public.
It’s little wonder so many business decisions are based solely upon
customer needs and wants.
It’s also no surprise that companies have increasingly been keen
to connect their sustainability efforts to these same consumer
desires, using market needs to better inform decision making and
to justify investments.
And so engaging consumers with stories of sustainability
performance, practices, innovations and ideals has become an all-
important part of corporate marketing and communications – not
only in making sure that what a business deems to be important
is aligned to the values of its customers, but also in mitigating the
reputational risks attached to misleading consumers with bogus
claims or being targeted by NGO campaigns.
Gettingitright?
Some are getting it right. The bold and ambitious Sustainable
Living Plan by Unilever seems to be working, with CEO Paul
Polman claiming the brands that are best responding to
increasing customer demand for responsibility are delivering
stronger and faster growth. These so-called “sustainable living
brands” accounted for half the company’s growth in 2014 and
grew at twice the rate of the rest of the business.
The outdoor clothing company Patagonia is another example of
how high levels of engagement has built a loyal consumer base,
fully-wedded to its anti-fast-fashion philosophy.
But examples like these are thin on the ground. So far, companies
have struggled to engage consumers in a way that will connect
the dots between responsibility and commerciality. And their
customers remain unexcited and somewhat sceptical, tired of
the clichéd doom-mongering that fuels most messaging about
climate change, environmental destruction and resource scarcity.
Consumersthatcare…
However, opportunities abound. All of the evidence points to
the fact that more and more people do care about corporate
responsibility – not just about how much pollution a company
creates, but also how it treats its workers or whether it pays
enough tax.
Some recent BBMG and GlobeScan research claims that
consumption is being redefined by a growing group of
“aspirationals” – people who are just as interested in shopping,
style and fashion as they are in responsible consumption and
demanding that the brands they know and love act in the best
interests of society.
In analysing the interests of this group, the study suggests that
green marketers have been speaking about sustainability to the
wrong consumers all along, wrongly assuming that business
growth would come about by engaging the most committed
advocates within the customer base.
By targeting this new group – that combines an authentic
commitment to sustainability with a love of shopping, design and
social status – companies can more easily encourage people to
change their shopping habits.
…butwillingtopay?
However, while the audience of interested parties continues to
grow, engaging them in way that drives growth is not going to be
easy. Yes, the aspirationals combine a care for the planet with
a love of shopping unlike the previous generation – but there is
little evidence to suggest they are willing to pay a premium for
products and services to be produced and delivered in the most
responsible way.
For example, the likes of the Roundtable on Sustainable Palm Oil
and the Forest Stewardship Council continue to bemoan the lack
of consumer interest in eco-labelling which is stifling the required
scaling-up of sustainable sourcing of palm oil and timber – and
that’s after many years of trying.
So, can engaging consumers ever be successful in driving corporate
sustainability efforts forward? With much to learn from social
marketing, behavioural economics, the impact of a growing
middle class in China and India, and continued trials to choice-edit
consumer offerings, companies face an uncertain future, but one in
which fixing consumer engagement will only get more important.
All of these issues, challenges and opportunities will be
explored extensively during the forthcoming Innovation
Forum conference “Sustainability: Why current consumer
engagement fails – and how to fix it” in London on 9th
November 2015.
Sustainability:whycurrentconsumer
engagementfails–andhowtofixit
There have been too many tired clichés in corporate consumer engagement
around sustainability – but there are opportunities to put that right

3. • Focused debate
• Senior participants
• Candid dialogue
Morning–9thNovember2015
Welcome and opening remarks
Tobias Webb, founder, Innovation Forum
Keynote session:
Do current consumer patterns present an
opportunity for sustainable products?
Unileverhasagoaltomakesustainablelivingcommonplace.
Throughitsbrands,thecompanyisencouragingpeopletomake
smartershoppingchoicesandtakesustainableactionsathome.
Unileverestimatedithadengagedwitharound397millioncustomers
bytheendof2014throughitsprogrammesonhandwashing,safe
drinkingwater,sanitation,oralhealthandself-esteem.
In a moderated Q+A session, we’ll ask Richard Wright from
Unilever to give some insight into findings from their research on
consumer engagement and how they intend to continue helping
consumers use less water, less energy and recycle more.
Richard Wright, behavioural science director, Unilever
Academic expert panel:
Epic failures and lessons learned
Case studies – what has worked and what has not
There are some great examples of corporate consumer
engagement strategies that have crashed and burned, annoying
customers and stakeholders rather than enthusing them. In this
panel session, three expert academics pick over the wreckage, and
debate what companies can learn from what went wrong.
Craig Smith, chair in ethics and social responsibility, INSEAD
Timothy Devinney, university leadership chair and professor of
international business, LeedsUniversityBusinessSchool
Giana M Eckhardt, professor of marketing, Royal Holloway,
UniversityofLondon
Social media, generation Z and millennial
engagement: have we overestimated the
potential?
The Economist says that we shouldn’t treat millennials different
to anyone else. On the other hand Collectively was launched in
2014 as a new global media platform, designed to inspire and
empower the millennial generation to make sustainable living the
new normal.
In this moderated session, Collectively’s Will Gardner will debate
how young people can be inspired with opportunities for engaging
around sustainability. BT will also provide insight on their own
experiences with millennials and social media.
Will Gardner, CEO, Collectively
BT, speaker name to be confirmed
Moderated by: Tom Idle, founder, NarrativeMatters
Good intentions versus real purchasing decisions
of consumers – can the gap actually be closed?
While consumer engagement strategies will have good intentions,
actual success depends on real change in consumer behaviour.
In this session, leading brands will give examples of what they
consider constitutes success. They will be questioned about how
companies can prove that their consumer engagement campaigns
have made a social and environmental difference.
David Paterson will give us some examples of what Heineken
is doing to drive consumer behaviour change and the lessons
he has learned about encouraging responsible consumption.
Jake Backus, from his experience at Coca-Cola will discuss the
challenges that FMCG companies face and how to reassess the
gap between consumer values and action.
We will also hear from Gin Tidridge about how B&Q has managed
to encourage consumer awareness of environmental issues and
behavioural change, while saving £40m on energy, fuel and waste
costs itself.
David Paterson, head of public affairs and corporate responsibility,
Heineken
Jake Backus, former customer sustainability director,
TheCoca-ColaCompany
Gin Tidridge, sustainability specialist, B&Q
Promote your brand and stand out from the crowd
Innovation Forum is looking for partners to help push the discussion
forward and support the forum as key sponsors. Amongst a room
filled with top executives across a range of brands, the forum will
provide the opportunity to position your brand, generate qualified
sales leads and differentiate what your company offers.
Three key facts:
1. 120+ senior executives from leading brands
2. Focussed discussion that ensures all attendees have clear
interests and challenges surrounding their consumer
engagement strategy
3. Candid dialogue that provides open and transparent discussion
to get to the core of the issues facing business

4. The challenges and opportunities in
engagement. How useful has any of it been in
really driving change? Case studies of what’s been
successful – and what has failed – and why
In this Q+A session, three senior company leaders will give
examples of the challenges they have faced engaging consumers
with sustainable fashion brands. They will discuss examples of
success stories and what they have found actually works when
engaging consumers. Elvis & Kresse has kept over 200 tonnes
of waste from going to landfill and is continually looking for
new ways to incorporate waste into its luxury products. Kresse
Wesling will talk about the company’s ambition to alter consumer
behaviour and change the way they value the environment.
Repair, reuse and recycle are words fundamental to Nudie Jeans’
business philosophy. This fast-growing Swedish clothing company
encourages consumers to wash less – home washing constitutes
30-40% of the resource consumption for a garment. We will ask
Ruari Mahon to explain how Nudie Jeans has solved the problem
of how to keep consumers connected with a brand post-purchase.
Selfridges’ Daniella Vega will also provide insight about working
with sustainable fashion brands, and the lessons she has learned
from engaging customers in sustainability from the perspective of
a large department store.
Kresse Wesling, co-founder, Elvis&Kresse
Daniella Vega, director of sustainability, Selfridges
Ruari Mahon, global head of public relations and communications,
NudieJeans
Fruit on a mission: Do consumers care?
Froosh is Scandinavia's leading smoothie brand and has an
innovative approach to consumer engagement through its supply
chain, sending small groups of young consumers to go and work
on fruit farms in developing countries. Anna Hagemann will
detail the company’s engagement strategies, including trading
with fruit farms, using innovative labelling and seeking feedback
from consumers. We will ask how much this has succeeded
in getting consumers involved – from passively consuming to
actively investing in the brand. We will ask how the company has
implemented this strategy and analyse the results. We will find
out why Froosh thinks consumers do actually care about where
their fruit comes from and how the company perceives “fruit on
a mission” as being a solution for engagement.
Anna Hagemann, group public affairs manager, Froosh
How to muddle through the messy landscape of
credible sustainability claims and labels
Thereare500andcountingeco-labels.Thisisinevitablyconfusing
forbrandsandconsumersalike,andcanleadtocontradictoryclaims
andcounterclaimsaboutproductsandtheirrelative“sustainability”.
Thisinteractivepanelwillgetaleadingecobrandanditslabelling
partnertogethertodiscussthepitfallsandchallengesoflabelling
withtruthfulness,transparencyandrobustness.
Tom Domen, long term innovation manager, Ecover
Marcelle Peuckert, business development director,
ForestStewardshipCouncil
Moderated by: Karin Kreider, executive director, ISEAL
Closing session debate:
Will consumer engagement ever work?
What have we really learned so far about real
engagement with consumers?
Engaging consumers around sustainability efforts has been a
longstanding challenge for businesses. The question remains to
what extent can it be successful? Our expert panel will look at the
different challenges faced by the drinks and electronics sectors.
Hannah and Christèle will discuss the experiences they have had,
what their research has shown and where they anticipate consumer
engagement is going in the future.
Hannah Harrison, sustainable development manager, SABMiller
Christèle Delbé, group head of sustainability for enterprise, Vodafone
Afternoon–9thNovember2015
What’sdifferentaboutthisconference?
1) We’re highly businessfocused. Lots of events are about theory
and academic studies. We look at solving problems via how
companies make clear-eyed and robust decisions.
2) We bring bigcompanies and the challenging ethicalbrands
together. We believe this helps produce insight and drive solutions.
3) We provide genuinedebate: We don’t do waffle, PPT or corporate
videos. We do this via short sharp debate sessions, Q&As and
facilitated dialogue.
4) We’re completely pragmatic and solutions focused. We don’t
allow our events to get bogged down in overly technical
arguments.
5) We’re highlyconnected with big business. We have a database
of more than 20,000 executives all focused on sustainable
business. We bring new parties to traditional areas in a
different style.

5. Keyquestionsyou
maybeasking
2
3
?
Who will be in the room?
Attendingwillbe120seniorprofessionals representinglargecorporationsfromcorporateresponsibility,sustainability,
marketingandcommunications.Therewillbelargebrandsfromvarioussectors(including,FMCG,drinksandretail)from
acrossthe UKandmainlandEurope.We’reactivelyrestrictingthenumberofconsultantstoensureaminimumof80%of
attendeesarecorporatepractitioners andkeyleadersinthefieldtoensuretheconferencedeliversmaximumvalue.
Is it just another talking shop? Will there be outcomes?
The conference has been specifically designed to debate real solutions, not fluffy marketing speak or “blue sky” jargon.
We’ll cover – and pull apart – many of the difficult issues companies face with engaging their consumers over a day of
PowerPoint-free discussion. There will be no awkward six-person panels.
By bringing together an intimate group of companies, academics and NGOs the conference provides a strong platform
for delegates to take away actionable insight that can be implemented straightaway back in the office.
Can consumer engagement really work?
We all know consumer engagement in sustainability is a genuine business challenge. When it comes to real behaviour
change by consumers, measureable progress so far is hard to find. At the same time, many consumer goods companies
– and others – have calculated that a huge proportion of their environmental footprint is in product use. So businesses
are becoming highly motivated to engage their customers, but typically lack real results and scale.
We need real solutions to the engagement challenge – and focus on exactly how companies can make proper progress in
engaging consumers more effectively.
This conference will provide clear-eyed independent analysis of what’s worked and what hasn’t. We’ll help you make
better decisions through robust debate and analysis of real results.
?
Speakersinclude:
• Richard Wright,
behavioural science
director, Unilever
• David Paterson, head
of public affairs and
corporate responsibility,
Heineken
• Jake Backus,
former customer
sustainability director,
TheCoca-ColaCompany
• Timothy Devinney,
university leadership
chair and professor of
international business,
LeedsUniversityBusiness
School
• Hannah Harrison,
sustainable development
manager, SABMiller
• Tom Domen, long term
innovation manager,
Ecover
• Giana M Eckhardt,
professor of marketing,
Royal Holloway,
UniversityofLondon
• Kresse Wesling, co-founder,
Elvis&Kresse
• Craig Smith, chair in ethics
and social responsibility,
INSEAD
• BT, speaker name to be
confirmed
• Anna Hagemann,
group public affairs
manager, Froosh
• Gin Tidridge, sustainability
specialist, B&Q
• Karin Kreider, executive
director, ISEAL
• Will Gardner, CEO,
Collectively
• Daniella Vega, director
of sustainability, Selfridges
• Marcelle Peuckert,
business development
director, Forest
StewardshipCouncil
• Christèle Delbé, group
head of sustainability
for enterprise,
Vodafone
• Ruari Mahon, global head
of public relations and
communications,
Nudie Jeans

6. http://innovation-forum.co.uk/sustainability-consumer-engagement
Sustainability:
Whycurrentconsumer
engagementfails
–andhowtofixit
9thNovember2015 | London
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OliverBamford | Tel+44(0)2037807431 | oliver.bamford@innovation.forum.co.uk | www.innovation-forum.co.uk
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