Sustainable Brands '11 - Tuesday

A dramatic shift is occurring in business: companies are thinking deeper about how sustainability plays a systemic role within their organizations. The conversation is taking shape: brands are recognizing that innovation in sustainability drives value and creates competitive advantage. A great transformation is upon us: sustainable brands are embracing the future by acting as a platform for positive change. What does it all mean?

It's a brand new day in Monterey, California and all eyes are converging on the Sustainable Brands Conference. Over 750 thought leaders from 19 countries in areas of sustainability, brand strategy, and design are convening today for this 5th annual event. It's a chance to witness this dramatic shift first hand. It's a chance to shape the conversation about how brands can play a pivotal role in embracing the future by acting as a platform for positive change. And, it's a chance to learn from some of the companies that are leading the innovation towards sustainable brand value.

In depth workshops are Tuesday's focus as attendees dive deep into thought-provoking, data wrangling, and inspiring sessions designed to provide substance relevant to the issues of today. John Marshall Roberts took us through the deeper psychology of communication and how we inspire behavior change in skeptical consumers. And, for those right-brained folks, a research roundtable run in both the morning and afternoon sessions that shared insights into the statistical data that drove marketing researchers wild.

The highlight yesterday evening began at 5:00pm when the spot light hit the main stage and KoAnn Vikoren Skrzyniarz shared her opening comments on trends in sustainable brand value and set the tone for this week's activities. Up on the main stage - Jacquelyn Ottman talked about reframing the rules of green marketing, Citizen Group and the NRDC on promoting sustainability through popular culture and the games we play, and Marc Gobé shared his thoughts from his recent book, Emotional Branding.

So what does this all mean again? Brands sit at the center of influence for a cross section of stakeholders and play a pivotal role in helping drive society toward a future of great well being and sustainable consumption. As attendees convene in Monterey this week, we can all rejoice in knowing that rapid innovation and inspiration is helping to shape this shift towards a sustainable future. Don't worry, there's still time to register or attend virtually.