Trends take root on the margins, within niche conversations in cultural communities that seek innovative solutions to the status quo. Some of these early signals evolve into influential consumer values that become driving forces in the marketplace. But how can brands differentiate meaningful signals of evolving consumer needs and expectations from all the surrounding noise? To drive inclusive innovation, brands seeking to make a real impact on people and the planet need to leverage cultural intelligence to decode what's bubbling to the surface. This session will explore how leaders can tap into the power of community conversation and harness contextual insights to stay ahead of the curve.

By now, many companies have a clearly defined, embedded and activated social and/or environmental purpose–and those that don’t are running the ever greater risk of becoming irrelevant in the eyes of key stakeholders. But even among those with a meaningful and resonant purpose, many are still struggling to execute well. The ‘make or break’ moments often lie in how effectively sustainability and marketing teams work together. This conversation will outline how a Head of Brand Purpose (or equivalent) can be set up as a strong bridge between sustainability and marketing teams, how it’s already driven notable progress for some leading practitioners, and how any company can apply respective lessons learned to date.

This discussion will explore the tension between driving positive (but often messy) change vocally and the temptation to play it safe by avoiding polarizing or controversial issues–but potentially missing out on the benefits of showing compelling incremental progress. Assessing the costs and benefits of a range of possible stances within the greenhush-greenwash spectrum is a common struggle for brands of all industries these days, and the Sustainable Brands community is determined to keep sharing helpful lessons and case studies.

Benjamin Von Wong’s work lies at the intersection of fantasy and photography and combines everyday objects with shocking statistics. It has attracted the attention of corporations like Starbucks, Dell, and Nike, and has generated over 100 million views for causes like ocean plastics, electronic waste, and fashion pollution. His work has been narrated by Ryan Reynolds, he holds a Guinness World Record for the largest installation made from plastic straws, and he created the centerpiece at the United Nations in Nairobi when the Global Plastics Resolution was successfully signed.

Von Wong’s artistry transcends mere visual appeal, underlining the essential role of art in climate, sustainability and regeneration discourse. In this talk he will remind us of the incredible potential of unexpected, thought-provoking and conversation-generating art in taking our shared behavioral and cultural pursuits to the next level.

Minnesota is home to some of America's most iconic and innovative brands, as well as leaders who share a goal of harnessing the power of purpose for the benefit of business, stakeholders, and society.