Resilient Business,

Resilient World

November 3-5, 2015 • San Francisco

November 3-5, 2015
San Francisco

Agenda


Messaging that Works: Transforming Consumer Emotion into Action



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Session Description

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.

Scheduled Speakers

Ayesha Barenblat

Ayesha Barenblat

Founder and President
REMAKE


Rachel Kaufman

Rachel Kaufman

Senior Manager, Global Sustainability Marketing
Johnson & Johnson


Solitaire Townsend

Solitaire Townsend

Co-Founder
Futerra


Elisa Niemtzow

Elisa Niemtzow

Director, Consumer Sectors
BSR
(Moderator)


Featured Sponsor


C&A Foundation

What Participants Are Saying


“There were a lot of really interesting speakers, giving a good outside perspective on key issues.”

Premier Support Provided By The Rockefeller Foundation


The Rockefeller Foundation logo


Thank You to Our Sponsors


Executive

C&A Foundation
C&A logo

Bronze

  • Bank of America logo
  • HP logo
  • The Hyatt logo
  • The Walt Disney Company

Carbon Offset

BEF

Supporting

  • Barrick Gold
  • Chevron
  • Merck
  • PepsiCo

Marketing and Media

3BL logo

Globescan

Greenbiz

Hemlock

SSIR

Weber Shandwick