Good Growth:
A Pathway to Mainstream Green

Tuesday, 15 November 2022
1:00pm EST / 10:00am PST / 6:00pm GMT / 7:00pm CET
Sponsored By

96% of US consumers say they at least sometimes try to behave in ways that protect the planet, its people, and its resources. Yet, reaching our collective sustainability ambition requires massive consumer change. This means new products, new services, new marketing, and new behaviors for all. Chief Marketing Officers (CMOs) are well positioned to drive this customer-centric change – to take sustainability beyond the niche and turn it into a growth strategy in collaboration with cross functional stakeholders, to drive Mainstream Green.

The Future is Mainstream Green: Introducing a New Growth Strategy is an action plan that focuses on putting customers at the center of a three-step strategy to make sustainability a driver for growth. It is produced by Boston Consulting Group (BCG) and the CMO Sustainability Accelerator, a coalition composed of the Association of National Advertisers, Adweek and Sustainable Brands.

Join us to learn how marketers can help close the intent-to-action gap by motivating customers to move beyond expressing concern for sustainability to adopting sustainable behaviors and utilizing sustainable goods/services.

What You will Learn

  • Why this problem is so prevalent today and the critical role marketers can play with their broader stakeholders to collaboratively tackle the challenges toward good growth
  • Ways marketers can contribute to removing real and perceived sustainability barriers amongst consumers
  • Why putting the customer at the center of the innovation process is pivotal to success
  • Insights on the behaviors that matter (closing the intention-action gap)
  • The importance of getting the fundamentals right

Speakers

Lauren Taylor
Managing Director & Partner
Boston Consulting Group (BCG)

Lauren Taylor is a Managing Director & Partner in the Dallas office of the Boston Consulting Group. Lauren has deep experience using qualitative and quantitative consumer insights to drive growth, having led more than 100 efforts around the world. Lauren is currently the global leader for customer-centric sustainability at BCG and is passionate about helping companies better understand market demand and the most important aspects of sustainability, the innovation needed to remove barriers, and how to influence customer behavior to drive sustainability while generating business value. She is also the North America leader for customer demand and innovation, including Demand Centric Growth®, and has worked with clients in many industries.

Samuel Monnie
VP of Content, Thought Leadership, and Brand Storytelling
Sustainable Brands

Samuel’s passion is to help brand leaders shift the world to a sustainable economy of 5P's: Purpose, People, Progress, Planet, Prosperity. Samuel’s global marketing leadership experiences include brand-building, integrated marketing, digital & eCommerce, innovation, and culture mobilization within multiple sectors. Samuel also has a background of transforming capabilities with a holistic commercial approach in Center of Excellence roles and as a Marketing Transformation Consultant. His leadership positions have included consumer and B2B brands such as Campbell’s, Braun, Kenmore (Sears), P&G, Grainger, and Safeway. Samuel also co-hosts the Across The Pond Marketing Transformed Podcast with over five seasons published.

Sarah Lichtblau
Principal
Boston Consulting Group (BCG)

Sarah Lichtblau is a Principal in the San Francisco office of the Boston Consulting Group. She has experience in both the Climate & Sustainability and Marketing, Sales, & Pricing practice areas. Sarah is a co-author of The Future is Mainstream Green and active member of Customer-Centric Sustainability at BCG. She is passionate about helping both the public and private sectors find ways to rise to the occasion of tackling climate change.

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