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

Does advertising inform culture, or does culture influence marketing? The answer is: both. Understanding how brands can deliver what consumers want requires a special touch when it comes to sustainability. This session will explore how brands can be of the moment while understanding the complexities of messaging with proof points to earn consumer trust and loyalty.

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, wait longer, and do extensive research to support brands that align with their social and environmental beliefs.

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

Many consumers say they would support sustainability-driven brands and prioritize purchasing products that are good for people and the planet, but their actions often fall short of their intentions. Brand leaders can drive mass appeal by focusing on how our product fits into consumers’ lifestyles. This session will explore how to position a brand to meet lifestyle appeals by rising to the cultural moment, while also authentically delivering strong positive climate and community impact throughout the value chain. Learn how to reframe your brand as a lifestyle choice while remaining true to your mission and values.