New Modes of Engagement: Telling a Sustainable Brand Story Your Customers wil...Sustainable Brands
After years building up sustainability credentials behind the scenes, brands are keener than ever to tell their customers about all the great work they've been doing. Problem is, most customers don't have the time or interest to listen. So how can you build brand preference and loyalty by engaging your customers on sustainability? It starts with listening to them, gaining insight into their needs, wants, cares and concerns. And using that knowledge to tell a sustainability story that's simple, memorable and compelling. This hands-on workshop will show you how to do just that.
The document discusses engaging employees in sustainability efforts through effective communication strategies. It notes that sustainability communications should avoid being complicated, nagging, or boring. Instead, communications should focus on why sustainability is important to the organization and how employees can have fun contributing. The document also outlines factors like habits, social norms, and infrastructure that influence individual behaviors and provides examples of how companies have motivated employees through autonomy, mastery, and purpose.
A selection of Futerra's thought leadership slides including Words That Sell, The Greenwash Guide, Rules of the game, New game: new rules and Communication Sustainability.
Jorge L. Zapico is a PhD student researching climate persuasive services at KTH Centre for Sustainable Communications. His research focuses on ICT applications that use persuasive principles to change attitudes and behaviors regarding climate change in order to reduce greenhouse gas emissions. Some key technologies being explored are mobile phones, pervasive sensors, and social media. His work looks at opportunities to use these technologies and persuasive principles like self-monitoring, social comparison, and praise to track carbon footprints and encourage low-carbon behaviors through social media and making green options easy and fun. There is potential to build on existing mobile applications and improve their effectiveness for persuading sustainable lifestyles.
Research Panel: Untangling the Consumer Attitude/Behavior GapSustainable Brands
If consumers are becoming ever more aware of and interested in global environmental and social challenges, why is their behavior largely not reflective of this? How is it that those who buy the most stuff feel the least 'consumer guilt,' while still expressing the highest levels of awareness? Recent studies have found these and other perplexing contradictions between consumer beliefs, on the one hand, and purchasing behaviors on the other. To help us understand the consumer psyche on a deeper level, through hard facts and a healthy dose of empathy, we are joined by a stellar research panel of domain experts.
Changing consumer behavior with respect to green marketingEyakub Ali
This document discusses a study on changing consumer behavior with respect to green marketing. As environmental awareness has increased, most customers now prefer greener products. Both marketers and consumers recognize the need to shift toward more environmentally friendly products and services. While initially more expensive, green options will prove cost-effective in the long run. The study will use a methodology that considers customers broadly and enables innovative, integrated branding with two-way communication and a focus on social responsibility.
New Modes of Engagement: Telling a Sustainable Brand Story Your Customers wil...Sustainable Brands
After years building up sustainability credentials behind the scenes, brands are keener than ever to tell their customers about all the great work they've been doing. Problem is, most customers don't have the time or interest to listen. So how can you build brand preference and loyalty by engaging your customers on sustainability? It starts with listening to them, gaining insight into their needs, wants, cares and concerns. And using that knowledge to tell a sustainability story that's simple, memorable and compelling. This hands-on workshop will show you how to do just that.
The document discusses engaging employees in sustainability efforts through effective communication strategies. It notes that sustainability communications should avoid being complicated, nagging, or boring. Instead, communications should focus on why sustainability is important to the organization and how employees can have fun contributing. The document also outlines factors like habits, social norms, and infrastructure that influence individual behaviors and provides examples of how companies have motivated employees through autonomy, mastery, and purpose.
A selection of Futerra's thought leadership slides including Words That Sell, The Greenwash Guide, Rules of the game, New game: new rules and Communication Sustainability.
Jorge L. Zapico is a PhD student researching climate persuasive services at KTH Centre for Sustainable Communications. His research focuses on ICT applications that use persuasive principles to change attitudes and behaviors regarding climate change in order to reduce greenhouse gas emissions. Some key technologies being explored are mobile phones, pervasive sensors, and social media. His work looks at opportunities to use these technologies and persuasive principles like self-monitoring, social comparison, and praise to track carbon footprints and encourage low-carbon behaviors through social media and making green options easy and fun. There is potential to build on existing mobile applications and improve their effectiveness for persuading sustainable lifestyles.
Research Panel: Untangling the Consumer Attitude/Behavior GapSustainable Brands
If consumers are becoming ever more aware of and interested in global environmental and social challenges, why is their behavior largely not reflective of this? How is it that those who buy the most stuff feel the least 'consumer guilt,' while still expressing the highest levels of awareness? Recent studies have found these and other perplexing contradictions between consumer beliefs, on the one hand, and purchasing behaviors on the other. To help us understand the consumer psyche on a deeper level, through hard facts and a healthy dose of empathy, we are joined by a stellar research panel of domain experts.
Changing consumer behavior with respect to green marketingEyakub Ali
This document discusses a study on changing consumer behavior with respect to green marketing. As environmental awareness has increased, most customers now prefer greener products. Both marketers and consumers recognize the need to shift toward more environmentally friendly products and services. While initially more expensive, green options will prove cost-effective in the long run. The study will use a methodology that considers customers broadly and enables innovative, integrated branding with two-way communication and a focus on social responsibility.
This document summarizes a research paper on consumer behavior towards eco-friendly products. The objectives are to investigate consumer attractiveness to eco-friendly FMCG products and their willingness to pay higher prices. It also aims to analyze how environmental concerns impact purchasing decisions and provide recommendations. The literature review discusses how increased environmental awareness has led to demand for greener products and eco-friendly consumption patterns. Some consumers are willing to pay more for eco-friendly options while others prefer cheaper alternatives. The study collected data through surveys to understand awareness and purchasing influences regarding green products.
This document summarizes research conducted by OgilvyEarth on the "Green Gap," which is the gap between consumers' green intentions and their actual green behaviors. The research was conducted in the United States and China through qualitative and quantitative methods.
The research found significant gaps between how important consumers in both countries said green behaviors were and how many actually engaged in those behaviors. Closing this Green Gap is important for motivating mainstream consumers to live more sustainably. The document outlines research methodology and provides insights into who engages in green behaviors, what drives or inhibits behaviors, why the gaps exist, and ways to potentially close the gaps, such as normalizing sustainable behaviors.
While we have been relatively good at getting people to believe in the importance of more sustainable behaviors, practices, and purchases, we
have been unable to convert this belief fully into action. The following charts — calculated by comparing the percentage of consumers who stated
that this green activity was very important or important to them to the percentage who stated they “usually do” this activity — prove the point.
This document summarizes research on closing the "Green Gap," which is the difference between consumers' green intentions and their actual green behaviors. The research was conducted in the United States and China by OgilvyEarth to understand why this gap exists and how to close it. Charts show that in both countries, far fewer consumers report usually engaging in green behaviors than say those behaviors are important. The document aims to provide insights and suggestions for bridging this gap to help create a mass green movement needed for sustainability goals.
As first printed in Marketing Week magazine recently, Chris Sherwin, Head of Sustainability at Seymourpowell explains why innovation is a better route to sustainable behaviour than communications
Consumer behaviour towards eco friendly productsManeesha Patel
1) The document discusses a study on consumer attitudes towards eco-friendly products. It analyzes whether consumers are willing to pay higher prices for eco-friendly products and the impact of environmental concerns on purchasing decisions.
2) The study found that while many consumers are aware of eco-friendly products and environmental issues, some do not consider the environmental impact of everyday purchases and are not willing to pay higher prices.
3) However, when products are clearly labeled as eco-friendly, most consumers say this would influence their purchase decision and they trust the quality of eco-friendly options. The study concludes raising environmental awareness could make such concerns a stronger driver of consumer behavior.
Does adding more lettuce make a hamburger truly green? A metaphor behind the ...JIT KUMAR GUPTA
This document discusses the challenges of designing truly green cities. It argues that simply adding more "green" elements to urban development plans may not actually make the plans sustainable or environmentally friendly. Three key points are made:
1) Green initiatives are often motivated more by business profits than long-term environmental stewardship. Goals need to shift towards genuine commitment to sustainability.
2) Academic knowledge of green urbanism is not always applied properly due to influences from private sector decisions and lack of integration across disciplines.
3) Public education is key to generating awareness and buy-in for sustainable development practices from communities. Without understanding and participation of local stakeholders, green plans may not be effective.
1) The document discusses a study comparing attitudes of males and females as well as urban and rural consumers towards environmentally friendly products in India.
2) The study found no significant difference in attitudes between males and females except for after-use features, where females had a more favorable attitude.
3) Urban consumers had a more favorable attitude overall towards environmentally friendly products compared to rural consumers, particularly regarding raw materials, packaging, and after-use features.
Impact of Green Marketed Product on Consumer Purchase DecisionKUMAR GAURAV
Research is conducted to analyse the impact of green marketed product on consumer purchase decision and to know what percent of the sample population is aware of green marketing or product manufactured through green process and their attitude towards it.
Major findings are-
* Consumer awareness towards green marketing products is high, a large no.
population approximately 55 percent is aware about green marketing.
* Consumer are ready to pay extra amount for green marketed product as they believe they are manufactured without harming environment which gives them a feeling socially responsible person and at the same time they believe green products are good for health.
Suggestions-
Government can play a very important role in promoting and creating awareness about the green marketing which is equally good for the environment, customer and for producers. Therefore govt. should try to take some necessary action.
Climate Change and Private Sector Developmentled4lgus
This document provides recommendations for integrating green growth strategies into the Philippines' MSME Development Plan for 2010-2016. It describes the process undertaken by consultants to develop these recommendations, which included interviews with stakeholders in the Philippines. It then outlines the current and expected effects of climate change in general and in the Philippines specifically. Finally, it presents an overview of existing climate change and green growth policies and instruments in the Philippines. The recommendations focus on promoting green growth opportunities in key sectors like food processing, tourism, construction, and transport.
The document discusses strategies for mitigating climate change through more sustainable consumption, production, and transport patterns. It advocates adopting faith-based personal responses like daily prayer, which can transform fossil fuel-intensive leisure activities and greenhouse gas emissions. Interfaith teachings share common values like charity, family, and prayer that could unite efforts for ecological sustainability if promoted simultaneously worldwide. An ecologically sustainable economy requires interest-free public banking, renewable resources, just distribution, and energy independence.
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The Steadfast and Reliable Bull: Taurus Zodiac Signmy Pandit
Explore the steadfast and reliable nature of the Taurus Zodiac Sign. Discover the personality traits, key dates, and horoscope insights that define the determined and practical Taurus, and learn how their grounded nature makes them the anchor of the zodiac.
AI Transformation Playbook: Thinking AI-First for Your BusinessArijit Dutta
I dive into how businesses can stay competitive by integrating AI into their core processes. From identifying the right approach to building collaborative teams and recognizing common pitfalls, this guide has got you covered. AI transformation is a journey, and this playbook is here to help you navigate it successfully.
Tired of chasing down expiring contracts and drowning in paperwork? Mastering contract management can significantly enhance your business efficiency and productivity. This guide unveils expert secrets to streamline your contract management process. Learn how to save time, minimize risk, and achieve effortless contract management.
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Discover the Beauty and Functionality of The Expert Remodeling Serviceobriengroupinc04
Unlock your kitchen's true potential with expert remodeling services from O'Brien Group Inc. Transform your space into a functional, modern, and luxurious haven with their experienced professionals. From layout reconfiguration to high-end upgrades, they deliver stunning results tailored to your style and needs. Visit obriengroupinc.com to elevate your kitchen's beauty and functionality today.
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This document summarizes a research paper on consumer behavior towards eco-friendly products. The objectives are to investigate consumer attractiveness to eco-friendly FMCG products and their willingness to pay higher prices. It also aims to analyze how environmental concerns impact purchasing decisions and provide recommendations. The literature review discusses how increased environmental awareness has led to demand for greener products and eco-friendly consumption patterns. Some consumers are willing to pay more for eco-friendly options while others prefer cheaper alternatives. The study collected data through surveys to understand awareness and purchasing influences regarding green products.
This document summarizes research conducted by OgilvyEarth on the "Green Gap," which is the gap between consumers' green intentions and their actual green behaviors. The research was conducted in the United States and China through qualitative and quantitative methods.
The research found significant gaps between how important consumers in both countries said green behaviors were and how many actually engaged in those behaviors. Closing this Green Gap is important for motivating mainstream consumers to live more sustainably. The document outlines research methodology and provides insights into who engages in green behaviors, what drives or inhibits behaviors, why the gaps exist, and ways to potentially close the gaps, such as normalizing sustainable behaviors.
While we have been relatively good at getting people to believe in the importance of more sustainable behaviors, practices, and purchases, we
have been unable to convert this belief fully into action. The following charts — calculated by comparing the percentage of consumers who stated
that this green activity was very important or important to them to the percentage who stated they “usually do” this activity — prove the point.
This document summarizes research on closing the "Green Gap," which is the difference between consumers' green intentions and their actual green behaviors. The research was conducted in the United States and China by OgilvyEarth to understand why this gap exists and how to close it. Charts show that in both countries, far fewer consumers report usually engaging in green behaviors than say those behaviors are important. The document aims to provide insights and suggestions for bridging this gap to help create a mass green movement needed for sustainability goals.
As first printed in Marketing Week magazine recently, Chris Sherwin, Head of Sustainability at Seymourpowell explains why innovation is a better route to sustainable behaviour than communications
Consumer behaviour towards eco friendly productsManeesha Patel
1) The document discusses a study on consumer attitudes towards eco-friendly products. It analyzes whether consumers are willing to pay higher prices for eco-friendly products and the impact of environmental concerns on purchasing decisions.
2) The study found that while many consumers are aware of eco-friendly products and environmental issues, some do not consider the environmental impact of everyday purchases and are not willing to pay higher prices.
3) However, when products are clearly labeled as eco-friendly, most consumers say this would influence their purchase decision and they trust the quality of eco-friendly options. The study concludes raising environmental awareness could make such concerns a stronger driver of consumer behavior.
Does adding more lettuce make a hamburger truly green? A metaphor behind the ...JIT KUMAR GUPTA
This document discusses the challenges of designing truly green cities. It argues that simply adding more "green" elements to urban development plans may not actually make the plans sustainable or environmentally friendly. Three key points are made:
1) Green initiatives are often motivated more by business profits than long-term environmental stewardship. Goals need to shift towards genuine commitment to sustainability.
2) Academic knowledge of green urbanism is not always applied properly due to influences from private sector decisions and lack of integration across disciplines.
3) Public education is key to generating awareness and buy-in for sustainable development practices from communities. Without understanding and participation of local stakeholders, green plans may not be effective.
1) The document discusses a study comparing attitudes of males and females as well as urban and rural consumers towards environmentally friendly products in India.
2) The study found no significant difference in attitudes between males and females except for after-use features, where females had a more favorable attitude.
3) Urban consumers had a more favorable attitude overall towards environmentally friendly products compared to rural consumers, particularly regarding raw materials, packaging, and after-use features.
Impact of Green Marketed Product on Consumer Purchase DecisionKUMAR GAURAV
Research is conducted to analyse the impact of green marketed product on consumer purchase decision and to know what percent of the sample population is aware of green marketing or product manufactured through green process and their attitude towards it.
Major findings are-
* Consumer awareness towards green marketing products is high, a large no.
population approximately 55 percent is aware about green marketing.
* Consumer are ready to pay extra amount for green marketed product as they believe they are manufactured without harming environment which gives them a feeling socially responsible person and at the same time they believe green products are good for health.
Suggestions-
Government can play a very important role in promoting and creating awareness about the green marketing which is equally good for the environment, customer and for producers. Therefore govt. should try to take some necessary action.
Climate Change and Private Sector Developmentled4lgus
This document provides recommendations for integrating green growth strategies into the Philippines' MSME Development Plan for 2010-2016. It describes the process undertaken by consultants to develop these recommendations, which included interviews with stakeholders in the Philippines. It then outlines the current and expected effects of climate change in general and in the Philippines specifically. Finally, it presents an overview of existing climate change and green growth policies and instruments in the Philippines. The recommendations focus on promoting green growth opportunities in key sectors like food processing, tourism, construction, and transport.
The document discusses strategies for mitigating climate change through more sustainable consumption, production, and transport patterns. It advocates adopting faith-based personal responses like daily prayer, which can transform fossil fuel-intensive leisure activities and greenhouse gas emissions. Interfaith teachings share common values like charity, family, and prayer that could unite efforts for ecological sustainability if promoted simultaneously worldwide. An ecologically sustainable economy requires interest-free public banking, renewable resources, just distribution, and energy independence.
Similar to Futerra Sustainability Communications (11)
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The Steadfast and Reliable Bull: Taurus Zodiac Signmy Pandit
Explore the steadfast and reliable nature of the Taurus Zodiac Sign. Discover the personality traits, key dates, and horoscope insights that define the determined and practical Taurus, and learn how their grounded nature makes them the anchor of the zodiac.
AI Transformation Playbook: Thinking AI-First for Your BusinessArijit Dutta
I dive into how businesses can stay competitive by integrating AI into their core processes. From identifying the right approach to building collaborative teams and recognizing common pitfalls, this guide has got you covered. AI transformation is a journey, and this playbook is here to help you navigate it successfully.
Tired of chasing down expiring contracts and drowning in paperwork? Mastering contract management can significantly enhance your business efficiency and productivity. This guide unveils expert secrets to streamline your contract management process. Learn how to save time, minimize risk, and achieve effortless contract management.
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Discover the Beauty and Functionality of The Expert Remodeling Serviceobriengroupinc04
Unlock your kitchen's true potential with expert remodeling services from O'Brien Group Inc. Transform your space into a functional, modern, and luxurious haven with their experienced professionals. From layout reconfiguration to high-end upgrades, they deliver stunning results tailored to your style and needs. Visit obriengroupinc.com to elevate your kitchen's beauty and functionality today.
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2. new rules: new game The rules of the game
Communicating
sustainability
The
Greenwash
guide
Words
that
sell
3. Futerra Sustainability Communications thought leadership
Communicating
The rules of the game sustainability
Words
The that
Greenwash sell
guide new rules: new game
4. Futerra Sustainability Communications Rules
The Rules of the Game Over the past few years, Futerra has produced
New Rules: New Game two major reports on the communication of
climate change. The Rules of the Game was
developed as part of Futerra’s climate change
communications strategy for the UK
Government, and published in March 2005. The
report synthesises evidence from market
research, psychology, sociology and many other
disciplines into a series of simple rules on what
works to changes attitudes towards climate
change.
New Rules: New Game, the sister publication to
The Rules of the Game, was published in March
2006 and focuses on rules for changing climate
change-related behaviours. Both publications
have been well received internationally.
5. Sustainable Climate Market research
development change
Futerra Sustainability Communications Rules
Green
spaces
Positive
change
Environment
UK
national Social
pride learning
Communications Home Transmitters
strategy improvement
6. Futerra
Sustainability
Communications Avoid it
Researched, written
and designed by
Green
Futerra
communications
Green messaging
Guidelines
Environment
Market research
Prevent Greenwash
Spotters guide
Corporate companies,
NGO’s, Government