Marketing Sustainability -- How Far Do You Go?
Gain Greater Confidence in Marketing Your Organization's Commitment to Sustainability.
- 12:00 PM
Event Assets
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Description
Sustainable products have been a growth driver in the past; across consumer categories, products marketed as sustainable have been growing five to six times faster than the average market. Also, sustainable products come at a high price premium. Consumers say they’re willing to pay a little or even a lot more if they know that those products have been sustainably sourced and produced. But are consumers truly paying more attention to sustainability—or just saying that they are? In most cases, marketers do not "own" the organization's sustainability initiatives. As stakeholders in the overall strategy, marketers must determine the sentiment of the markets they serve, the demand for sustainable products, and their customers' willingness to pay. Each of these variables feed into the calculation to determine how sustainability is integrated into corporate and product branding.
The program will feature industry perspectives from two sustainability luminaires and an interactive panel discussion with member companies in attendance.
We will be joined by Brian Tippett, Executive Director of Global Sustainability, S.C. Johnson sharing thoughts on integrating sustainability into S.C. Johnson's culture and brand identity. Brian's presentation will be followed by Kathryn Campbell, VP Corporate Marketing and Investor Relations and Adam Muellerweiss, Chief Sustainability Officer, Clarios sharing how a technology leader in the business-to-business space has embraced sustainability as a core pillar of its brand. Their contributions to our current and future best business practices is enormous.
This is a rare glimpse into the future of breakthrough innovation by those leading it!
In this session we will explore questions such as:
- What is the best approach to seeking customer input on the sustainability attributes of your products and services?
- How do you communicate your aspirational sustainability agenda without getting ahead of your company’s actual performance?
- What factors should organizations think about when selecting third-party certification firms to work with?
- Where does a brand start with integrating sustainability into branding? What indicators do you look for to signal expanding the effort?
Participate in Customizing the Agenda: Help shape our presentation content – and maximize its relevance for you – by suggesting topics of interest when you register.
Agenda Items
| 9:00 AM | Welcome and Opening Remarks |
| 9:15 AM | Group Activity |
| 9:35 AM | Membership Spotlight -- S.C. Johnson |
| 10:15 AM | Break |
| 10:25 AM | Guest Spotlight -- Clarios |
| 11:00 AM | Breakout Session |
| 11:15 AM | Panel Discussion |
| Marketers from several Consortium member companies representing diverse industries with address your questions. | |
| 11:55 AM | Wrap-Up |
| 12:00 PM | Adjourn |
Additional Information
Location: ZoomContact: Events Team, events@uwebc.wisc.edu