Welcome to SB Brands for Good: Catalyzing Culture Change Day 2, where we will highlight Culture-Changing Communications.

Communicating sustainability is an increasingly complex challenge. This session will highlight both critical data points to understand what consumers expect and need from brands, and the communications strategies and campaigns that drive brand preference, propel sales, create behavior change, enhance investor outcomes and inspire employees. Learn how to navigate the ever-evolving and nuanced realm of sustainability communications, avoid common pitfalls, and meet the moment to deliver value for your customers and stakeholders.

Today’s consumers are more politically engaged than ever, and their spending habits reflect that. In the wake of increasing anti-DEI sentiment and policy rollbacks, many consumers—especially those who oppose these changes—are deliberately choosing brands that uphold progressive values, including sustainability, inclusivity, and ethical business practices. This shift challenges long-standing assumptions that price and convenience are the primary drivers of consumer behavior. Instead, a growing number of consumers are willing to spend more, change their habits, and do extensive research to support brands that align with their social and environmental beliefs.

This session examines how brands can spark culture change by making sustainable choices the most desirable and relevant to consumers. Through the lens of IDEO’s human-centered design approach, it will spotlight themes we see in behavior change that are supporting people's personal journeys towards more sustainable choices. It will also explore how sustainability can connect to immediate, personal priorities such as wellbeing, health, and longevity.