Brand purpose is a consumer expectation and never before have consumers had as much access to and impact on a brand. The Guardian commissioned a research study to unearth insights around this relationship examining the value exchange between consumers and brands including: what defines purposeful brands, how purpose impacts the corporate bottom line, and what role media plays in contributing to brand perception among today's ultra savvy consumers.

The Guardian will also share a few topline insights from their latest proprietary research around Brand Safety sentiment as well as provide a sneak peek into their next beat: Do consumers believe corporate America should have a welcome seat at the sustainability table?

This discussion will focus on the latest data on the consumption of sustainable purchases in CPG from the NYU CSB Sustainable Market Share Index in partnership with IRI as well as consumer expectations of sustainable products. It will discuss the impact of inflation, pricing differentials, product innovation, and key trends among generational cohorts for marketers and retailers to optimize marketing efforts and drive business.

Consumers around the world have increased their expectations about the role corporations play in society, and they are demonstrating these expectations with their purchasing power. Social purpose is an emerging trend in business whereby companies define their reason for being in terms of the good they do for people and the planet. This process enables organizations to establish a competitive advantage and create new opportunities for maximizing profits and building shareholder value. This BCLC-commissioned study explores lessons learned from articulating and operationalizing social purpose and how those experiences impact marketing strategy and practices.

This presentation will focus on the changing drivers and behaviors of mainstream consumers around the intersection of brands and sustainable living. We’ll deep dive into adoption, motivators, and barriers through the lens of the Nine Sustainable Behaviors that people and brands can take to have the greatest impact.

We all throw around a lot of umbrella words…eco-friendly, sustainable, green…and a lot of very specific terms, like “made of renewable materials,” “carbon footprint” and “net zero.” But does anybody we’re talking to via our corporate and product marketing know what the hell we’re talking about? Often corporate America is trying to communicate one thing and the people you’re talking to understand something completely different. Suzanne Shelton, CEO of Shelton Group, will share her firms latest testing of all the words we use in the sustainability realm and reveal what resonates, what’s confusing and what you should really be talking about.