Do you want to get your consumers to buy your green products or to recycle your products more? This session shares the methodology and experience of five large brands who together are road-testing consumer messaging based on functional, emotional, and social benefits. We will explore our unique methodology, created with the support of experts at Stanford University, to help you understand how you can set up your own test to determine what is more effective with your consumers—for example, which functional benefits or emotional benefits sell better than typical green messaging? Experts from BSR, communications specialist Futerra, household brand name Johnson & Johnson, and sustainable fashion start-up Remake will share the insights and learnings we’ve gathered from our multi-brand testing initiative.
Founder and President
Senior Manager, Global Sustainability Marketing
Johnson & Johnson
Director, Consumer Sectors