Conference, 12 February 2014 at Cranfield School of Management
Sustainability and ‘social good’ are increasingly pressing topics for management. Resource scarcity is fast becoming the ‘new normal’, and stronger demands for transparency and demonstrable responsibility mean all businesses need to re-evaluate how they engage with those around them.
But whilst supply-side operations work hard to adapt their supply chains accordingly, changing the way things happen inside the organisation can only go so far. For a full-scale transition to sustainable consumption models, consumers and business customers need also to change the way they behave.
The hidden treasures of the green consumer have long been touted as the next best thing, and marketers continue to segment and target, with increasing granularity, to unlock this potential. Yet the socially engaged consumer seems to remain tantalizingly out of reach.
So what next for marketing? How can the discipline best use its considerable resources and capabilities to engage customers in more sustainable behaviours? Do we need to get better at ethical appeals? Or do we need explore other ways to engage? As all businesses embark on this long and complicated journey towards sustainability, which should we market – the moral crusade, or the trip of a lifetime?
As a unique blend of academic research and practitioner best practice, the conference will host fresh global polling data, reveal innovative consumer behaviour insights, and explore rich case studies and insights from some of the world’s most successful brands.
Book now at: www.cranfield.ac.uk/som/sustainability
CCMF members are eligible for two free spaces. To register for your two free spaces, contact your company contact or email CCMF@cranfield.ac.uk