This panel will share marketing lessons, consumer response and understanding, and marketplace data on the expression and communication of non-trivial new categories of sustainability claims on CPG packaging, including regenerative, low-carbon footprint, clean, and other emerging terminology. Panelists will focus primarily on examples from the food and beverage industry, though many covered claims may also apply to other product categories.

Learning outcomes:

• Assess how to work with complex and often unfamiliar sustainability claims, and how they may be perceived by consumers
• Evaluate how to navigate trade-offs that arise when considering new generations of complex claims
• Get tips for avoiding consumer and industry backlash and controversy