Some brands’ and businesses’ appeal to their customers has always gone beyond the merely functional attributes of their products to appeal to higher level values and identities.
As more people become socially and environmentally conscious, as well as more politically engaged, sustainability, environmental impact, and businesses’ broader social contribution are becoming increasingly important elements in companies’ and brands’ value propositions.
In this session we will examine the impact of these changes on how companies are looking at themselves, how they are perceived, and how value propositions are changing to adapt to the new world.
What are the successes and the real-world difficulties of this change? What are the public policy implications of encouraging corporations to move more quickly and more effectively in this direction?