Carbon Footprint Consumer Research Summit
30 & 31 October 2007
| 0820 |
Coffee & Registration |
| 0850 |
Chair’s Opening Remarks |
Dr Sally Uren, Business Programme Director, Forum for the Future
OPENING PANEL SESSION
| 0900 |
Clarifying The Business Benefits And Brand Advantages Of Reporting Carbon Footprints & Sustainability To The Consumer |
“Have finally consumers reached the tipping point? Is now the time for brands to “grasp the nettle” and actively invest in making carbon footprint reduction real for consumers?”
Consumer attitudes to carbon footprint reduction and sustainability are changing rapidly. Sooner or later, consumers are going to want to make informed choices on a product’s carbon footprint. Trusted brands cannot, however, assume that consumers understand what a carbon footprint is, as they are sophisticated concepts.
- Balancing the risks and opportunities of the emerging low carbon agenda from a consumer brands perspective
- Justifying ROI and clarifying the key business benefits
- Are consumers finally reaching a tipping point?
- Presenting fresh data on the genuine cost efficiency benefits and positive impacts on sales, reputation, trust and long term sustainability.
John Allaway, Commercial Director, Alpro Soya
Alpro Soya has a leading approach to sustainability in all areas, from farming to packaging. John will be presenting on the positive advantages that being a leader in sustainability can bring, exploring how this has brought real business benefits.
Euan Murray – General Manager of Carbon Footprinting, Carbon Trust
Euan plays a lead role in advising on all areas surrounding carbon footprinting and has been highly involved in carbon labelling alongside leading brands and retailers. His experience in these areas will provide an ideal talking point on why to act now.
Valentina Buonumori, Senior Consultant, The Future Foundation
Valentina’s role as senior consultant provides businesses with a clear insight into the consumer and will be presenting information on what the consumer is really feeling and why to take action now. Valentina will focus on balancing the risks and opportunities and exploring the tipping point of consumer interest.
| 0940 |
Examining Consumer Knowledge & Understanding Of Household Emissions, FMCG Emissions, Travel & Transportation Emissions To Provide A Benchmark For New Carbon Measurement Message |
Katherine Hayes, Sector Development Manager, BSI
Katherine is responsible for developing standards in environment, energy and sustainability. Katherine will present on how the consumers and industry can develop a benchmark. She will be focusing on how standards can innovate and create best practice to deliver new carbon measurement messages and success stories of current standards in sustainability.
Dr. Paul Upham , Tyndall Centre for Climate Change Research, University of Manchester.
Paul is a leading research fellow at the Tyndall Centre for Climate Change. He has researched public and stakeholder perceptions of low carbon energy supply and will be presenting on the way in which consumer emissions need to be seen in the context of a shift to new fuels. Paul will specifically explain scenarios for a low carbon economy, public attitudes towards climate change and low carbon fuel alternatives and will make recommendations for business.
| 1030 |
Morning Refreshments In The Exhibition Showcase Zone |
PRESENTING INDEPENDENT RESEARCH & STASTICS TO SEPARATE THE FACTS FROM THE FICTION
| 1050 |
Examining Consumer Priorities & Propensities To Make Behavioural Changes In Response To The Low Carbon Agenda |
- How Much Do People Really Care? Will People “Walk The Walk” & Change Their Lifestyles And Make Short Term Sacrifices For The Good Of The Environment? And How Do You Assess Consumer Priorities And Behavioural Diversities Across Different Consumer Groups?
Each panellist will deliver a 10-minute sound bite focusing on -
- “Generation Y’s” & Students”
- “Baby Boomers, Silver Surfers And Over 60’s”
- “Kids & Families”
- “Diverse Ethnic Groups”
- “The Environmentally Conscious”
- “The Luxury Consumer Markets”
- “Low Income Households”
IN-DEPTH CONSUMER INSIGHT PANEL– ASSESSING THE ATTITUDES AND PRIORITIES OF DIFFERENT DEMOGRAPHIC GROUPS
Lucy Yates – Senior Policy Advocate – NCC
Lucy works on behalf of consumers to ensure they are receiving clear and upfront information. Lucy will be opening with a view of the average consumer and their behaviour , then addressing how the NCC became involved in labeling issues, exploring labeling versus choice editing, and the NCC’s recommendations for carbon labeling
Matthew Gitsham, Principle Researcher, Ashridge Business School
As part of the Ashridge Center for Business and Society , Matthew plays a leading role in the established think tank for corporate responsibility and sustainability at Ashridge Business School. His work has focuses on understanding changing consumer attitudes and behaviour towards sustainability and relating this to the role of business. Matthew will be presenting leading research on consumer attitudes and behaviour towards sustainability, different consumer groups, the role of labels and how price can influence behaviour, especially in lower income households.
James Goodman, Head of Future, Forum for the Future
Forum for the Future will be assessing the role of consumer behaviour and priorities, presenting scenarios and looking into the future and the impact consumer messages may have had on consumers. Sally will be presenting on their ‘Retail Futures ‘ project, exploring future sustainability scenarios within the retail sector and addressing what we can learn from this, in terms of the general consumers behaviour, attitudes and understanding.
Dorothee Vogel, Analyst, Jupiter Research
Dorothee will be presenting fresh, unbiased research on all consumer groups, including teenagers, exploring attitudes towards sustainability, globally ad within Europe, to provide a fresh, in depth analysis of consumers who shop online This will provide a new perspective, due to the growth of internet shopping and a new type of consumer purchasing behaviour.
| 1200 |
Understanding How Consumers Perceive The Carbon Footprints Element Of Various Products And How They Rate The Importance And Priority Of Each Aspect Of Sustainability |
- Green Decision Making And Pricing – What Are Consumers Saying.
- Presenting Research On Green Decision Making.
- Obtaining a true understanding of consumer perceptions towards climate change through targeted research – also, what is the propensity of each group to change their behaviour and lifestyle?
- How do they view labels?
Phil Gandy, Planning Director, Landor Associates
Phil will be presenting leading research on green decision making and pricing, exploring what the consumer is really saying, how they are behaving and their perception of ‘green’ brands.
Chris Coulter, Vice President & Director, Strategic Development, GlobeScan Incorporated
CASE STUDY
| 1230 |
A Leading Brand’s Perspective On Customer Purchasing Habits & Views On Climate Change |
- The bottom line – will consumers change their purchasing behaviour if a product has a lower carbon footprint?
Andrew Fisk, Head of Fabric Care External Relations, Procter & Gamble.
As Head of External Relations for Fabric Care, Andrew will be presenting a case study on the impact of the campaign to get customers to turn their washing machines down to thirty degrees has had. Andrew will explore the best ways to communicate sustainability to the consumer and creating a change in behaviour, whilst looking on the next steps to take.
| 1300 - 1400 |
NETWORKING LUNCH |
PANEL SESSION
| 1400 |
An NGO Perspective On Educating And Engaging Customers On Sustainable Consumptions |
Tony Juniper, Executive Director, Friends of the Earth
As Executive Director in the UK and Vice Chair of Friends of the Earth International, Tony The Friends of the Earth, Tony is involved with a wide range of activities to highlight the impact of world trade policy on the environment and is currently focusing on climate change. Tony is a globally respected expert and he will be speaking on cutting carbon and the role of the consumer.
Russell Marsh, Head of Policy, Green Alliance
As Head of Policy, Russell oversees the development and delivery of Green Alliance’s policy since 2005. The Green Alliance promotes sustainability by ensuring that the environment is at the heart of decision-making and will be speaking on the role of business, government and the consumer in working together towards sustainability
David Hall, International Campaign Director, The Climate Group
The Climate Group is dedicated to advancing businesses and government to lead in climate change, which in turn, will educate and motivate the consumer to take action. As the international campaign director of ‘We’re In This Together’, David will be addressing how this campaign is engaging the consumer.
| Standardising Carbon Information Based On The Credible Scientific Facts |
| 1430 |
Examining Typical Domestic Energy Usage & Carbon Reduction Initiatives To Provide Insight Into The Consumers Footprint |
Adrian Arnold, Head of Partnership Marketing, The Energy Saving Trust
The Energy Saving Trust is a non – profit organisation, working to reduce the carbon emissions by promoting a sustainable and efficient use of energy. Thorough their work, the Energy Saving Trust will provide a valuable insight into what the average carbon spend is of a typical person to help provide an understanding for caron and sustainability messages, whilst presenting on current initiatives place to help reduce carbon emissions around the home.
| 1500 |
Examining The Impact Of Consumer Energy Usage – Should Household Energy Usage Be Taken Into Consideration? |
Brenda Boardman, Leader of Lower Carbon Futures Group, Oxford University
Brenda’s main focus of research is energy efficiency and the way energy is used in the home. She has worked with leading retailers and will be presenting a new insight, through her research to assess if consumer energy usage should be taken into consideration when looking at communicating messages of carbon to the consumer.
| What Is The Best Way Of Explaining The Low Carbon Imperative To Consumers? |
The FMCG industry urgently needs a standardized approach on carbon messages and brand communications, because if the messages aren’t consistent, ultimately brand credibility is at risk.
| 1530 |
Working Towards Methodical, Credible & Consistent Standards On Carbon Labelling – Comparing Different Category Specific Strategies |
Euan Murray, General Manager of Carbon Footprinting, Carbon Trust
Euan’s leading work in carbon measurement and carbon labelling will provide a real insight into gaining trustworthy messages of carbon labelling.
Peter Martin, Director, CarbonSense
Carbon Sense combines a challenging, independent voice with recent experience of carbon methodology development for several carbon brands.
| 1600 |
Refreshments in the exhibition showcase |
CASE STUDY
| 1630 |
Comparing Methodologies For Defining Measurements Within Food & Drink |
David Croft, Director Conformance & Sustainability
NON-FOOD CASE STUDY
| 1700 |
Examining Product Development & Service Offerings For Sustainability Within Non – Food Products. |
- Where do you start? How do you start?
- Assessing the future initiatives once you have engaged sustainability & a low carbon agenda.
Edmund Blamey, European Sustainability Director, InterfaceFlor
| 1730 |
Defining The Most Important Lessons Learnt From Food Labelling Implementation And Relating These Lessons To Carbon Labelling |
Julian Hunt, Director of Communications, Food & Drink Federation.
As Director of Communications, Julian will be presenting on food labelling and how a label was created in a clear way for consumers to understand.
| 1800 |
Chairs Closing Comments & Questions From The Audience |
| 1805 |
Close of Day & Networking Drinks Reception |
 Top
| APPLYING INSIGHT TO DELIVER CREDIBLE AND CONSISITENT CARBON FOOTPRINT AND SUSTAINABILITY COMMUNICATIONS |
| 0830 |
Coffee & Registration |
| 0900 |
Chairs Opening Remarks |
Solitaire Townsend, CEO, Futerra Sustainability Communications Ltd.
RETAIL CASE STUDY
| 0910 |
Conveying The Key Carbon Messages To Consumers In The Context Of The Myriad Of Consumer Messages In The Retail Environment |
- How To Differentiate From Other Consumer Messages
- Summarising The Options Of What Message Will Have The Most Impact On Consumer Choice
Mary Mehigan, Head of Corporate Affairs & CSR, Asda.
Mary will be focusing on the importance of making sure carbon messages do not exclude any type of consumer group, ensuring that messages of sustainability have the greatest impact.
| 0940 |
Developing Advertising Industry Standards For Communicating To Consumers |
- How to create consumer trust through consistency in communication
- Avoiding spin and misleading the consumer
Christopher Graham, Director General, and Advertising Standards Authority
The ASA is an independent body set up by the advertising industry to regulate the content of advertising, sales promotions and direct marketing within the UK. Christopher will address the importance of not misleading the consumer when it comes to communicating sustainability and carbon messages
| 1030 |
Refreshments In The Showcase Exhibition Area |
| CREATING INNOVATIVE CARBON FOOTPRINT AND SUSTAINABILITY COMMUNCATION STRATEGIES. |
CASE STUDY
| 1100 |
Transforming Words Into Actions - Exploring Advertising & Brand Communications Messages To Make Your Messages of Carbon & Sustainability Create An Impact |
Steve Curzon, Marketing Director, Adnams.
As a leading brewery and brand, Adnams is highly recognised for the work they have done on sustainability and is now communicating their achievements to the consumer and educating them on sustainable consumption. Steve will address current communication strategies and their success, whilst exploring the next steps to create real business benefits.
| 1145 |
PR & Communications Strategies For Getting The Message Across |
- Exploring the best ways to get your marketing message across
- Pinpointing the effectiveness of marketing from multimedia techniques, point of sale, publications or on a product
- Defining Standards, Transparent Words To Deliver A Positive Impact On The Consumer.
- Exploring internal communications to create an impact from your messages of sustainability.
- Presenting the importance of internal communication strategies to ensure messages of carbon and sustainability have meaning
John Kingston, UK Environment Manager, Honda
John will be speaking on Honda’s approach, through media and PR on how Honda achieves communicating sustainability to the consumer.
Antony Turner, Director, CarbonSense
Antony will be presenting on engaging employees in carbon change and carbon literacy, ensuring communication strategies towards sustainability are achieved in all areas. Antony will be presenting on why this makes sense, presenting a case study on communication strategies with PepsiCo and also the approach of CarbonSense.
RETAIL CASE STUDY
| 1330 |
Creating A Green Business To Achieve Customer Trust In Your Carbon Message |
- Exploring Current Initiatives In Reducing Carbon Footprints
- Making Sustainability And Carbon Awareness Real
- Achieving A Meaning Behind Your Carbon Footprint To Increase Consumer Trust
Richard Ellis - Head of Sustainability Boots Plc
Richard will be presenting the success of carbon labelling but also presenting a new insight of looking beyond carbon labelling and carbon measurement. Richard will explore the long-term benefits of sustainability, presenting the real long-term benefits that can be gained from investing in all areas of sustainability and communications.
| 1400 |
What Assures Consumers On Climate Change? |
Andrew Ritchie, Group Environmental Development Manager, LRQA
| 1445 |
Refreshments Served In The Exhibition Show Case |
UNDERSTANDING THE REAL BENEFITS OF INVESTING IN CARBON FOOTPRINTING
| 1515 |
Gaining A Competitive Advantage Through Long Term Investment In Sustainability And Strategic Communications |
Theo Schoenmakers, Head of Sustainability, Philips Consumer Electronics
Theo will be presenting on Philips' immediate and long term sustainability initiatives, the strategic drivers behind these plans, as well as the broader challenges in creating a sustainability business model which competitively delivers on consumer benefits
| 1645 |
Wrap Up Panel Session: Identifying The Long Term Business Benefits OF Marketing Your Carbon Footprint And Communicating Sustainability Messages. |
- Exploring the broad vision for the future of carbon footprinting
- Assessing the consumer impact that measuring your carbon footprint will have
- Linking carbon footprinting to an increase in sales
- Exploring other significant bio – diversity issues to ensure there are no financial dilemmas e.g. fair trade
| 1730 |
Chairs Closing Remarks And Close Of Business. |
Top
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| First Carbon Footprint Consumer Research Summit Announced . . More |
John Allaway, Commercial Director, Alpro Soya
Richard Ellis, Head of CSR, Boots
David Croft, Director Conformance & Sustainability, Cadbury Schweppes
Edmund Blamey, European Sustainability Director, InterfaceFlor
Theo Schoenmakers, Head of Sustainability, Philips Consumer Electronics
Mary Mehigan, Head of Corporate Affairs, Asda
Steve Curzon, Marketing Director, Adnams Plc
Andrew Fisk, Fabric Care External Relations, Procter & Gamble
John Kingston,
Environment Manager, Honda (UK)
Tony Juniper, Executive Director, Friends of the Earth
Dr. Brenda Boardman, Leader of Lower Carbon Futures Group, Oxford University
Peter Martin, Director, CarbonSense
Euan Murray, General Manager, Carbon Footprinting, The Carbon Trust
Russell Marsh, Head of Policy, Green Alliance
Julian Hunt, Director of Communications, Food & Drink Federation
Katherine Hayes, Sustainability Content Manager, BSI
Andrew Ritchie, Group Environmental
Development Manager, LRQA
Valentina Buonumori,
Senior Consultant, The Future Foundation
Lucy Yates, Head of Policy, National Consumer Council
Dr. Paul Upham, Research Fellow, Tyndall Centre for Climate Change Research, University of Manchester
Matthew Gitsham, Principle of Research, Ashridge Business School
Dr.Sally Uren, Director of Business Programme, Forum for the Future
Solitaire Townsend, CEO, Futerra Sustainability Communications Ltd.
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