Meeting Overview

At this member meeting, we’ll be tapping our collective brand power and marketing prowess to become a greater force for growth and for good.

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Corporate Members will gain new insight into the drivers of a customer’s desire to buy and live sustainably, positioning us to cultivate customer behavior that aligns with our purpose. By working together, members in the room will have the opportunity to leverage this new knowledge to create a shift in customer behavior toward sustainable lifestyles at scale.

Senior marketing and brand executives, many from SB Corporate Member companies, will also participate in this meeting as a part of a first-ever CMO Summit. They will join us for the initial portion of the morning, then break out separately for discussions on customer behavior change. Just before lunch, CMOs will rejoin us and together we’ll synthesize and prioritize our vision for collaboration – both inside the business (between departments and across layers) and with other member companies.

Changing customer behavior in a meaningful and lasting way will only come about through collective effort. Plan to walk away from this meeting with an understanding of the actions that the brands represented in the room are prepared to take, individually and together.

What You Will Learn

  • Learn how a new collaboration is uncovering the dynamics behind the desire for sustainable lifestyles
  • Explore how we can leverage brand new findings to close the intention-action gap 
  • Take the opportunity to work in unison with CMOs and your fellow members to increase brand relevance, grow market share and fuel a culture of sustainable living
  • Hear from your peers about their own behavior change initiatives – both successes and failures – and distill the key lessons learned

Agenda

Thursday, December 6

6:00pm – 9:00pm | Cocktail Reception & Dinner
On the evening of December 6th, join us for cocktails and a relaxed dinner at Mykonos Blue at Hotel Hayden. Enjoy networking with Chief Marketing Officers and other professionals from SB Corporate Member companies. Representatives of SB’s Advisory Board will be joining us as well.

You'll receive insights from a brief conversation between KoAnn and P&G's CMO and CSO. The three will discuss how and why the work to embed environmental and social benefit into the core of the business and brand value proposition is unfolding at P&G.

Friday, December 7

We will begin the day together at the SAP Leonardo Center at 10 Hudson Yards.

8:00am – 8:20am | Arrivals & Breakfast

On the morning of the 7th, gather with fellow corporate members for breakfast and conversation at the SAP Leonardo Center in Hudson Yards.

8:20am – 9:00am | Welcome Remarks and Introductions
Ann Rosenberg, SVP & Global Head of SAP Next-Gen
KoAnn Vikoren Skrzyniarz, Founder & CEO, SB

Ann & KoAnn will welcome members, and attendees will be invited to introduce themselves. KoAnn will recap Sustainable Brands mission and purpose and share brief updates on the community and its current activities. She will also provide a brief overview of market signals and tangible research that indicates now is the opportune time for brands to move their environmental and social initiatives from the sidelines into the core of business and brand strategy. 

9:00am – 9:20am | Creating a Coalition: #BrandsforGood
Marc Pritchard, Chief Brand Officer, Procter & Gamble

The shift towards a sustainable future is happening. P&G recognizes the varied market drivers, both environmental and social, and is activating its brands around them. Marc will share where P&G is experiencing tangible results and the larger opportunity that he sees – to create a coalition of Brands for Good.
It’s time to create a coalition of brands committed to delivering more sustainable solutions, enabling consumers to see themselves as part of the solution, and helping all of us to make choices and embrace behaviors that are better for ourselves, our families and the world.

9:20am – 10:00am | The Pull Factor Project: Initial Research Findings
Raphael Bemporad, Founding Partner & Chief Strategy Officer, BBMG, Pull Factor Project Lead

The initial phase of the SB #BrandsforGood Collaboratory, The Pull Factor Project, is already underway. The project is surfacing insights on the dynamics of human desire and uncovering strategies for closing the intent-to-action gap in sustainable purchasing. These insights and other resources will be combined to produce an actionable, open-source toolkit that marketers and brand leaders can use to design communications that drive business growth while shaping a culture of sustainable living. Raphael will share an overview of the project’s initial research findings and their implications.

10:00am – 10:15am | Break

CMOs will head to L’Oreal boardroom for a break-out session. All other members convene in SAP Leonardo Center.

10:15am – 11:50am | Breakout Session: Charting A Course Together
Facilitator: Darren Beck, Vice President, Corporate Member Network, SB 

Open Dialogue: What implications do #BrandsforGood's initial findings have for your own brand? What else is your company doing to shift consumer culture towards more sustainable lifestyles? How can your work inform and strengthen the work of others? What is your dream scenario for collaboration?

Discuss how our ideas might support plans for phase two of the #BrandsforGood Collaboratory: What is your dream scenario for collaboration? How might we create a larger movement of sustainable brands who are regularly using these findings and leveraging their collective power to shift societal aspiration toward more sustainable living? What would the components of a collaborative initiative look like, how would we prioritize, and what will it take for us to get there?

11:50am – 12:05pm | Break

CMOs will reconvene with Corporate Members at SAP Leonardo Center.

12:05pm – 12:30pm | Share Insights from Breakout Sessions

This is an opportunity for CMOs and other Corporate Members to reconvene after exploring the same questions in separate break-out sessions. A representative from each group will share a summary of the discussion and a vision for action that arose from the session. Over lunch, Corporate Members and their CMOs can further discuss their ideas about how to pursue change across the business. 

12:30pm – 1:30pm | Lunch

1:30pm – 3:00pm | Member Case Studies – Shifting Customer Behavior: What Works, What Doesn’t

Member companies will present case studies of behavior change initiatives that they have tested. Members will share details about how they measured the impact of the behavior change program, whether that program was successful or not, and what they have learned from the experience. Q&A and discussion will follow each case study, allowing for deep dialogue around lessons learned.

1:30pm - 2:15pm | Stephen Jamieson, Head of SAP Leonardo UK & Ireland, SAP
Stephen will share how SAP has explored the intent to action gap around consumer use of plastic, from purchase through to use and disposal. He will explain how findings from this exploration have been translated into actionable outcomes through engaging global companies with plastic in their supply chains in design thinking. 

2:15pm – 3:00pm | Nour Tayara, Global Vice President of Marketing, Digital and Education - BIOLAGE at L'Oréal
Nour will share details on how L’Oreal has repositioned BIOLAGE in the marketplace to become a more sustainable brand, and how the company has brought consumers along on that journey. 

3:00pm – 3:15pm | Break

3:15pm – 4:30pm | Behavior Change in Action: The Better Buying Lab 
Daniel Vennard, Director, Better Buying Lab, World Resources Institute

Daniel launched WRI's Better Buying Lab with objective of demonstrating that meaningful behavioral shifts are possible. BBL has been working to shift consumer preferences from a focus on meat to a focus on plant-based eating. Daniel will share real-world examples of putting behavior change research into action, and will inspire and enable you to shift your own portfolio – and the wider categories that you operate in - towards much lower-carbon products and/or services.

4:30pm – 5:00pm | Closing Remarks
Darren Beck, Vice President, Corporate Member Network, SB 

How did today’s meeting go, and what would you like us to do differently in the future?

 

 

Who should attend:

Sustainable Brands Corporate Members are industry leaders who are united in search of the answer to one key question – How can their brand 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 successfully field market-leading better brands. For this specific member meeting, we encourage our members to bring their executives and heads of diversity and inclusion.

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

 

Meeting Details

Hotel

We recommend that SB Corporate Members and the Advisory Board stay at The Maritime Hotel, a boutique hotel in the heart of Chelsea, adjacent to the Meatpacking District.

The discounted SB rate is $365 (plus tax and fees). Please book your room by Monday, November 5, to receive the discounted rate. Guests can either call the hotel (212-242-4300) and say they are with the Sustainable Brands Group or book online.

Cancellation: Reservations must be cancelled or modified by 3:00 pm, EST 1 day prior to arrival to avoid a fee of $365.00 plus applicable taxes. Please contact the hotel as soon as possible to avoid cancellation charges and be sure to note your cancellation number. Disputes of No Show charges will require a valid cancellation number for credit.

Meeting Venue
SAP & L'Oréal USA
10 Hudson Yards
New York, NY 10001

Dinner Venue
Please join us for a joint cocktail reception and dinner with the SB Advisory Board, Corporate Member Network and CMOs on December 6th. We will email dinner information closer to the event

Attire
Business casual

Transportation
Events are within walking distance or a short cab ride from the Maritime Hotel.