As brands innovate their products to be more sustainable, communicating those innovations and encouraging consumers to change their behavior becomes an important – and challenging – part of the emissions reduction equation, especially when those behaviors have been ingrained for decades.

In this session, join Tide, Hanes, GE Appliances and World Wildlife Fund to hear how leading industry and environmental voices are collaborating across the value chain to overcome behavior change barriers and establish an impactful new eco-habit: washing laundry in cold water. Session highlights will include a look into the data-driven insights and strategies guiding their efforts, key learnings and progress around consumer engagement, and tangible takeaways for other brands along the habit change journey, including the importance of collaboration and how to find and form long-lasting, impactful partnerships.