We’ve all heard about the intention-behavior gap: people say they want sustainable products—but don’t follow through. For years, the theory was simple: make sustainable options easier to identify. So we rolled out eco-labels, certifications, and environmental labeling—believing awareness would drive action.

It hasn’t moved the needle enough. Sustainable innovations have struggled to gain real traction.

This session will reveal the hard-earned lessons from L’Oréal Professionnel’s journey—what didn’t work, what did, and what changed when the brand stopped telling consumers what they should care about and started focusing on what they actually do care about. Hear about diverse strategies and messaging that drive real results when we market and scale sustainable innovations.