December 2014 Corporate Member Meeting

COMMUNICATIONS & BEHAVIOR CHANGE

New Research Insights and Case Studies on Shifting Societal Demand and Behavior

Hosted by BASF

Sustainable Brands Corporate Members are industry leaders who are united in search of the answer to one key question: How can their brand(s) prosper while leading the way to a better future. In addition to gathering in person at annual SB Conferences and other SB events, private member meetings* provide an opportunity for members to connect face-to-face in an intimate, small group environment to share challenges, as well as innovative solutions to meeting their goal to successfully field market leading better brands.


This is a private event for SB Corporate Members. To learn more about becoming a member or to attend this meeting, please contact Patrick McCartan, Director of Member Development.

 

Program

Overview
Shifting societal demand and behavior in favor of more sustainable business models is one of the most challenging – and most promising – opportunities for brands today. Doing so profitably, while innovating rapidly to remain a leader in a changing market environment, can be both exciting and intimidating. For years now, the Sustainable Brands platform has brought whole-system thinking and all relevant stakeholders to the table to seed critical conversations, initiatives and partnerships. Building on the latest market insights from top researchers and compelling brand case studies, this meeting aims to identify, analyze and catalyze action around practical intelligence SB members can leverage in their own innovation, marketing and communication efforts.

More specifically, the meeting agenda for this day-long meeting will focus on strategies for influencing consumers at scale; on-package and in-store tactics for driving preference and purchasing of more sustainable products; and practical guidance for changing brand narratives. Guest speakers will provide updates to outstanding research studies and member initiatives, spark group discussion around key lessons, and provoke frank conversation about missing ingredients necessary for effective, scalable shifts in stakeholder demand and behavior.

We are currently shaping the discussion agenda along with our hosts, and welcome member input into topics of interest to you and/or recent learnings you would like to share with your peers. Please send your thoughts to Dimitar Vlahov.

 

Tuesday, December 9, 2014

6.00pm | SB Advisory Board & Corporate Member Reception & Dinner hosted by BASF

Meet and mingle with Sustainable Brands Advisory Board members and other Corporate Members. Reception begins at at 6:00pm, dinner at 7:30pm. Held at the Wyndham Hamilton Park Hotel, Ambassador Ballroom.


Wednesday, December 10, 2014

9.00am - 9.30am | Registration and Breakfast

Further opportunity to meet and get to know fellow members before the program and discussions kick off for the day.


Charlene Wall-WarrenKoann Skrzyniarz 9.30am - 10.00am | Introduction and Welcome Remarks

KoAnn Skrzyniarz Founder/CEO, Sustainable Brands

Charlene Wall-Warren Director of Sustainability, BASF


10.00am - 10.15am | Morning Program I

Current Trends and Drivers: A Sustainable Brands Compilation of Recent Insights

KoAnn Skrzyniarz Founder/CEO, Sustainable Brands

This session will present SB’s synthesis of some of the best relevant research and case studies shared through the global SB platform--including conferences, digital content and member meetings--in the last 12 months. The goal is to examine the landscape of initiatives aimed at shifting demand and behavior, in order to point out successful strategies, current needs for further work, and potential pivot points for influencing shifts at scale.

10.15am – 11.15am | Morning Program II

How to Influence Consumers at Scale: New Insights from Top Researchers and Brands

Lawrence Newman Global Director of Analytics - Public Development & Sustainability, Nielsen

Maryellen Molyneaux President, Managing Partner, Natural Marketing Institute

Jessica Sanderson Director of Sustainability, Novelis

Jonathan Yohannan Director of Public Relations, Panera Bread

This session will explore the evolution and complex interaction of forces affecting people’s attitude and behavior around sustainability. Guest experts will lift the curtain on research projects reflecting new ways of studying various stakeholders. New or unexplored territories of insight generation will be put forward for discussion.

11.15am - 11.30am | Morning Break


11.30am – 12.30pm | Morning Program III

How to Influence Consumers at Scale: New Insights from Top Researchers and Brands, Continued

Amy Lee Senior Strategist, Wolff Olins

In this last installment of the morning's "New Insights" series, we will explore yet another compelling study of consumer trends. The presentation will be followed by an interactive workshop exercise aimed at applying key findings to product/service innovation, brand positioning, marketing and communications.

12.30pm - 2.00pm | Lunch & BASF Innovation Center Tour


2.00pm - 3.15pm | Afternoon Program I

On-packaging and In-store Insights into Shifting Purchasing Decisions

Melissa McLean Manager - Sustainability Strategy and Business Integration, Target

Marco Paul Director, Global Customer Product Development and Branding Strategic Projects, Avery Dennison

This session will bring select case studies in affecting behavior at or near the point of sale through innovation in packaging, in-store environment, as well as respective messaging tactics. The presentations will be followed by group discussion and ideation for potential new projects.

3.15pm - 3.45pm | Afternoon Break


3.45pm - 5.30pm | Afternoon Program II

Changing the Narrative: What is Working and What isn’t

B. Laszlo Karafiath Cultural Alchemist, Culture2 Inc.

Joe Brewer Change Strategist for Humanity, Planet Earth

How can individual brands--or better yet a group of brands under a common set of values--tweak narratives on both a product and company level, as a tool to spreading desired shifts faster and farther? How does the latest applied social science respond to this question, and why? Could ‘meme science’ help unlock breakthroughs in spreading certain messages and values? This session will tackle those questions through the help of a guest speaker and collective wisdom in the room.

6.00pm | Dinner at Fiorino Ristorante


*All SB Corporate Member Meetings operate under the Chatham House Rule.

User login

SB CORPORATE MEMBERS


HOSTED BY
BASF logo

DATE
Tuesday, December 9
6.00pm - 9.00pm: SB Advisory Board & Member Reception & Dinner, Wyndham Ambassador Ballroom

Wednesday, December 10
9.00am - 5.30pm : Member Meeting
6.00pm - 8.00pm : Dinner

Casual Attire

LOCATION
Hamilton 1 Room
Wyndham Hamilton Park Hotel
175 Park Ave.
Florham Park, NJ, 07932

HOTEL
Wyndham Hamilton Park Hotel
175 Park Ave.
Florham Park, NJ, 07932
973.377.2424
BASF rate of $199 with group code: 12086880BX
(You are highly encouraged to stay at the hotel instead of commuting)

TRANSPORTATION 
Meeting room is at the hotel

If you plan to commute from NYC or elsewhere, please let us know, so we can arrange a shuttle from Convent Station to the hotel

SB CORPORATE MEMBERS

OFFICIAL CARBON OFFSET PARTNER