Building credibility in sustainability storytelling: B2C brands and the consumer trust gap (webinar) скачать в хорошем качестве

Building credibility in sustainability storytelling: B2C brands and the consumer trust gap (webinar)

As consumers pay closer attention to brands’ sustainability claims, the challenge is no longer solely what companies do, but how they explain it clearly and honestly. The second webinar in Innovation Forum's Sustainable Communications and Engagement Series will focus on consumer-facing brands and retailers. We will explore how to talk about complex topics such as supply chains, product impact and targets in a way that makes sense to everyday consumers – without overclaiming or greenwashing. Discussion will cover what works (and what does not) in campaigns and product communication, approaches to avoiding greenwash and “greenhush” while staying ahead of regulation, and how to measure whether sustainability communication is building trust and influencing behaviour. Panellists include: Sarah Whittaker, head of sustainability communications, Primark Ozlem Senturk, senior partner, global sustainable transformation practice, Kantar Katja Seidenschnur, global head of sustainability nutrition, Nestlé Wendy Savage, senior director, social impact and transparency, Patagonia This conversation was moderated by Ellen Atiyah, senior stakeholder engagement and sustainability communications manager, Innovation Forum.