“Consumer is king” is proving true once again. While surveys Zalando’s ‘It takes many’ report shows that 74 percent of consumers want to shop more sustainability, record-breaking Black Friday sales in 2025 confirm that price, convenience, and emotional reward still dominate decision-making.
Behavioral change takes time, and consumers respond to incentives that reflect their real priorities. Sustainability can gain traction when it is reframed around price-per-use, ease, cultural relevance, meaningful stories and product performance.
This session examines how brands can meet consumers where they are and build loyalty in a crowded, skeptical marketplace. We will explore:
- The core values shaping consumer choices and how brands can authentically connect these to sustainability
- How sustainability and marketing teams can collaborate confidently without crossing into greenwashing
- The most compelling storytelling case studies and how to make sustainability genuinely exciting for consumers
What to expect from this type of session...
Main stage sessions, but not as you know them. Because we’re off-the-record, leading experts can speak candidly about their experience with what works, and what doesn’t. At least half the session is dedicated to audience insights and questions to ensure we tackle the big issues head on.
