SB Excellence in Execution Series:
Retail Activation for Good

The second edition in a series of playbooks, dedicated to creating breakthrough creative work across a range of marketing areas, this playbook focuses on how omni-channel and shopper marketing campaigns can be used to encourage consumers to adopt the SB Nine Sustainable Behaviors™. Sustainable Brands' research shows that there is an opportunity for brands to help close the intention-action gap, which describes where consumers intend to be sustainable versus where they are actually taking action. More often than not, consumers are voting with their dollars in support of sustainable products, and this guidebook provides an opportunity for your shopper marketing teams to drive activations that close the intention-action gap in retail.