Fireside Chat: Live Consumer Panel Workshop
Fireside Chat: Live Consumer Panel Workshop
March 11, 2020 | 1:00 - 6:00 PM
Moderator: Kelly Helein, Footprint
This interactive workshop will highlight consumer behaviors, how to address packaging changes to consumers and how to get them to ‘buy-in’ with company sustainability initiatives. Attendees will be able to participate in polling and submit questions in addition to the questions that are already asked by the moderator. After the consumer panel, we can have a market research company present on how companies can use this information to make the change internally and gain the trust of the consumer while convincing them to change with them.
Questions that will be addressed:
- How do we get customers to embrace change while packaging changes?
- How do you believe that packaging is really selling you the right story?
- Additional questions to address: How can we get people to speak on end of life or use of the packaging – communicating the changes to consumers and get them to respond.
SHIFTing Consumer Behaviors to be More Sustainable
Kate White | Professor of Marketing and Behavioural Science at Sauder School of Business, University of British Columbia, Canada of Academic Director of the Peter P. Dhillon Centre for Business Ethics
We live in a consumption economy where people are consuming ever-growing numbers of resources. What’s more, our consumption is occurring within a linear rather than circular system, which means that many products and resources are simply discarded after use, rather than being reused, repurposed, or recycled in some way. This talk will outline a framework for thinking about encouraging individuals to be more sustainable in terms of their consumption, usage, and disposal behaviors. Our framework is represented by the acronym SHIFT. Consumers are more inclined to engage in pro-environmental behaviors when they receive a message or are in a context that leverages the following psychological factors: Social influence, Habit, Individual self, Feelings and cognition, and Tangibility. There is no single best route to behavior change and sometimes multiple strategies work better than one alone. Practitioners should work to understand the specific behavior in context, the intended target of the intervention, and the barriers (and benefits) associated with the behavior.
Whose Job Is It Anyway?
Virginia Vowell | Senior Research Analyst of Shelton Group
Many brands have created goals around sustainability, specifically in the areas of packaging and plastics. Brands are often frustrated when, to meet those goals, they put out more sustainable options and consumers just don't buy them! It's especially baffling when we know consumers are in the middle of a big shift toward sustainability. As we've learned at Shelton Group, 42% of Americans want to be seen as someone who buys eco-friendly products, 1/4 of Americans can call out by name a brand they have either stopped or started purchasing based on the environmental record of the manufacturer, and 1/3 of Americans are "Activated" on the issue of single-use plastics and looking for solutions to reduce our use of it. Why the disconnect? Virginia Vowell, a senior researcher at Shelton Group, will share the group's latest consumer data, paired with their deep experience working with brands to create sustainability stories, to help everyone in the value chain understand how to meet consumers where they are how to move sustainability in packaging forward.
Frustrations from Brands that are looking to sell their sustainability and packaging to the consumer
Panelists Include: Vera Bradley, ClosedLoop Partners, Coty, and TetraPak
- Joe Fernandez, Senior Packaging Engineer, Vera Bradley
- Bridget Croke, ClosedLoop Partners
- Sneha Patel, E-commerce packaging innovation lead, Consumer Beauty Global, Coty
- Pedro Goncalves, Vice-President of Marketing for USA & Canada, TetraPak
- Matthew Kreiger, Senior Engineer, Whirlpool
Networking Break and Coffee
Live Consumer Panel
Hear from a panel of real consumers
Moderator: Deanna Conoscenti, Reveal Research Studio
5-8 consumers will answer questions about sustainable packaging, their buying behaviors, their understanding of sustainable packaging and more.
Fireside Chat Q&A with Audience
Your chance to ask the consumer panel questions
Audience members will have their chance to submit questions for the panel and the moderator will read them off as time allows. This open forum will give you the chance to ask those burning questions you have about ‘how’ and ‘why’ consumers buy what they buy, what they believe about the packaging of the product and how they feel about adjusting their lifestyle to become more sustainable.
Brand Panel – Reactions to Consumer Panel
Panelists Include: Terracycle-Loop, TC Transcontinental, Orbis Corporation, and Mondelez
What does this mean for the packaging industry and adapting to consumer demands and desires?
- James Harmer, Insight & Innovation Director, Touch Design
- Josh Ball, Product Innovation Manager, TC Transcontinental Packaging
- Bob Peterson, Orbis Corporation
- Sergio Perelman, Director Global Packaging Productivity & Sustainability, Mondelez
- Karrie Gibson, Co-Founder, Yerbae Enhanced Sparking Water, LLC