First Carbon Footprint Consumer Research Programme

30th–31st October 2007, Holiday Inn Kensington Forum, LondonFor further information and to reserve your place online visit: www.carbonfootprint-consumer-research.comA Conference That Provides A Key ForUnderstanding How Much Of A Priority ConsumersPlace On The Carbon Footprint Issue And How They Will Most Likely Behave In Response To New Brand Communications InitiativesGain Crucial InsightsInto Consumer Attitudes toCarbon Measurement From OurUnique Line-Up Of Speakers:Separating The Spin From The Substance OnConsumer Attitudes & Behaviours To Carbon Footprint Measurement & Environmental SustainabilityApplying Insight To Deliver Credible & Consistent Carbon Messages For Advertising, Brand Communications, Labelling & Packaging4th Event in our GlobalCarbonFootprintSeriesLondon Business ConferencesPresenting An Action Orientated Forum That Brings Together TrustedConsumer Product & Retail Brands, Independent Research Agencies,Government, The Scientific Community, The Media & NGO’s To Deliver Fresh Insights Into What Consumers REALLY Think About Carbon Footprint Reduction And Climate Change“Two key bottom line questions are these – will consumers change their purchasing behaviours favouring low carbon products? And will they pay a premium for such products, now and in the future?”CONSUMER INSIGHTCONSISTENTCOMMUNICATIONSPRODUCT LABELLINGADVERTISINGBRAND COMMUNICATIONSPACKAGINGTel: + 44 (0)20 7749 0470 Fax: +44 (0)20 7749 0471 Email: info@london-business-conferences.co.ukWeb: carbonfootprint-consumer-research.comSpeaking Organisations include: Official Supporters:John Allaway, Commercial DirectorAlpro SoyaTom Denton, Manager of Environment & Social AffairsToyotaSteve Curzon, Marketing DirectorAdnams PlcJohn Kingston, UK Environment ManagerHondaAndrew Fisk, Fabric Care External RelationsProcter & GambleMark Smallwood, Green Mission SpecialistWhole FoodsRichard Ellis, Head of CSRBootsMary Mehigan, Head of Corporate Affairs & CSRAsdaAnnabella Coldrick, Public & Community Affairs ManagerCadbury SchweppesChristopher Graham, Director GeneralAdvertising Standards AuthorityPeter Martin, DirectorCarbonSenseTony Juniper, Executive DirectorFriends of the EarthDavid Hall, International Campaign DirectorThe Climate GroupJulian Hunt, Director of CommunicationsFood & Drink FederationDr.Sally Uren, Director of Business ProgrammeForum for the FuturePhil Gandy, Planning DirectorLandor AssociatesEuan Murray, General Manager, Carbon FootprintingThe Carbon TrustValentina Buonumori, Senior ConsultantThe Future FoundationDr. Brenda Boardman, Leader of Lower Carbon Futures GroupOxford UniversityRussell Marsh, Head of PolicyGreen AllianceLucy Yates, Senior Policy Advocate ManagerNational Consumer CouncilMatthew Gitsham, Principle of ResearchAshridge Business SchoolPost-Conference Workshop: 1st November 2007 Maximizing The Business Opportunity -Engaging Consumers To AddressClimate Change Workshop facilitated by Emily FarnworthLeadership Group ManagerThe Climate GroupCarbon Footprint Consumer ResearchSummit 2007 A Cutting-Edge Summit For Brands Seeking ToUnderstand HOW To Communicate To Consumers On Carbon Footprint Measurement And EnvironmentalSustainability Have consumers finally reached the tipping point on the carbon footprint issue? Is now the time for brands to “grasp the nettle” andactively 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 tomake informed choices on a product’s carbon footprint. Trusted brandscannot, however, assume that consumers understand what a carbonfootprint is, as they are sophisticated concepts. How can companiesmake sense of the available data and start to measure carbon and labelproducts to help their customers reduce their carbon footprint? Whatabout hedging against unknown risks - for example, what if, in the nearfuture, consumers have less £’s in their pockets due to higher energyprices – will they still be willing to pay a premium for green products?Delivering Fresh Insights Into What Consumers REALLY Think About Carbon Footprint Reduction And Climate Change 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?The Carbon Footprint Consumer Insight Summit will be assessing the roles of consumer behaviour and consumers’ priorities; presentingscenarios and examining the impact that various carbon messages have had on 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.Carbon labelling on product packaging is viewed by many as the bestway to communicate information on an organisation’s carbon footprint,but there are recognised limitations in using that methodology alone.What other communications should be used to get the message acrossto the consumer so they know what a carbon footprint actually means?What do consumers REALLY think about carbon footprint reduction and climate change? And how do you ensure consistency of communications across other environmental sustainability initiatives?The Carbon Footprint Consumer Insight Summit will address all these critical issues for the very first time. Ensure you are part of this(r)evolution by attending the Summit in October 2007.Who Will Attend?This conference is a follow-up event to our highly successful CarbonFootprint Supply Chain Summit (May 2007, Hotel Russell, London)where the need for a dedicated consumer insight and communicationsforum was identified. The Carbon Footprint Consumer Research Summithas been designed to cut through the hype on consumer perceptions to environmental issues and provide up to the minute, fresh informationand insights for the whole marketing community and related disciplines(PR, brand management, communications strategists, packagingdesign, labelling) on what consumers really think about carbon footprintreduction and climate change. The following job titles from the FMCG,financial services, automotive and electronics and other consumergoods industries will benefit from attending the Carbon FootprintConsumer Research Summit:Post-Conference Workshop 1st November 2007Maximizing The Business Opportunity -Engaging Consumers To Address ClimateChange This practical, interactive session provides insight intothe challenges and benefits of communicating to theconsumer on climate change. It is delivered throughcase studies, discussion and presentations fromexperts on this issue. It is aimed at providing ideasand advice for communication and engagementstrategies that deliver real business benefits at thesame time as addressing climate change - whetherthat is due to increased consumer awareness,reduced carbon emissions or support for climatepolicy. Participants will be invited to contribute theirown experiences and understanding of this area,whilst benefiting from the high level of informationbeing presented. Official SupportersForum for the Future - the sustainabledevelopment charity - works in partnership withleading organisations in business and the publicsector. Our vision is of business and communitiesthriving in a future that is environmentallysustainable and socially just. We believe that a sustainable future can beachieved, that it is the only way business and communities will prosper,but that we need bold action now to make it happen. We play our partby inspiring and challenging organisations with positive visions of asustainable future; finding innovative, practical ways to help realisethose visions; training leaders to bring about change; and sharingsuccess through our communications. Future Foundation - Most businesses and otherorganisations know they need to be customerfocused, but how much do you really know aboutyour customers, about the people who use yourservices and buy your products?How much do you truly understand about their increasingly complexlives - the stresses and strains, the hopes and fears, the underlyingneeds? Do you fully comprehend the many different forces - social,economic, technological, cultural and political - that shape society,markets and the lives of individuals themselves? At the FutureFoundation, our mission is to understand what is really going on in theworld, to provide order within the complexity, to present a clear sense ofunderstanding and direction.Marketing DirectorsHeads of Consumer InsightsPR DirectorsDirectors of AdvertisingHeads of BrandingHeads of LabellingHeads of PackagingHealth, Safety & EnvironmentDirectorsVice Presidents for CSRHeads of Environmental AffairsHeads of EnvironmentDirectors of SustainableDevelopmentHeads of SustainabilityManagers of Supply ChainsEnvironmental StewardshipManagers and DirectorsDirectors of Independent PR.Advertising, Market ResearchCompanies.Assistant Directors ofIndependent FirmsConsultantsResearch bodies and universities involved in studiesinto consumer energy usage,carbon, and climate change & consumer behaviourTel: + 44 (0)20 7749 0470 Fax: +44 (0)20 7749 0471 Email: info@london-business-conferences.co.ukWeb: carbonfootprint-consumer-research.comwww.carbonfootprint-consumer-research.comWorkshop facilitated byEmily Farnworth,Leadership GroupManager,The Climate GroupExhibition Plan -Holiday InnKensington Forum.30th-31st October 2007DAY ONE: Tuesday 30 October 2007PRESENTING FRESH INSIGHTS ONCONSUMERS’ UNDERSTANDING OF LOWCARBON AND SUSTAINABILITY0820 Coffee & Registration0850 Chair’s Opening RemarksDr Sally Uren, Director of Business Programme,FORUM FOR THE FUTURE0900 Opening Panel Session: Clarifying The BusinessBenefits And Brand Advantages Of Reporting CarbonFootprints & Sustainability To The Consumer• 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 sustainable approach in all areas, from farmingto packaging. John will be presenting on the positiveadvantages that being a leader in sustainability can bring, exploring how this has brought real business advantages.Euan Murray, General Manager of Carbon Footprinting,CARBON TRUST. Euan plays a lead role in advising on all areassurrounding carbon footprinting and has been highly involved incarbon labelling alongside leading brands and retailers. Hisexperience in these areas will provide an ideal talking point onwhy to act now.Valentina Buonumori, Senior Consultant, THE FUTUREFOUNDATION.Valentina’s will be presenting a clear insight and information onwhat the consumer is really feeling and why to take action now.Valentina will focus on balancing the risks and opportunities andexploring the tipping point of consumer interest.0945 Examining Consumer Knowledge & Understanding OfHousehold, FMCG, And Travel & TransportationEmissions To Provide A Benchmark For New CarbonMeasurement MessagesTom Denton, Manager of Environment & Social Affairs,TOYOTA.Tom will be speaking on consumer understanding of transportemissions and the work Toyota is doing to help consumersreduce their carbon emissions in terms of products and communicationsKatherine Hunter, Sector Development Manager, Environment& Energy, BSI. Katherine is responsible for developing standards in environment, energy and sustainability. She will be focusing onhow standards can innovate and create best practice to delivernew carbon measurement messages and will outline successstories 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 ClimateChange. He has researched public and stakeholder perceptionsof low carbon energy supply and will be presenting on the way inwhich consumer emissions need to be seen in the context of ashift to new fuels. Paul will specifically explain scenarios for a lowcarbon economy, public attitudes towards climate change and lowcarbon fuel alternatives and will make recommendations for business.1030 Refreshments In The Exhibition Showcase ZonePRESENTING INDEPENDENT RESEARCH & STATISTICS TO SEPARATE THE FACTS FROMTHE FICTION ON THE CARBON FOOTPRINTISSUE1050 Assessing The Attitudes And Priorities Of DifferentDemographic Groups & Their Propensity To MakeBehavioural Changes In Response To The Low CarbonAgendaPanellists will discuss consumer demographics including • “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”The audience will be invited to describe their experiencesand understanding of the above groups.Lucy Yates, Senior Policy Advocate Officer, NATIONALCONSUMER COUNCIL. Lucy works on behalf of consumers to ensure they are receivingclear and upfront information. Lucy will be opening with a view ofthe average consumer and their behaviour, then addressing howthe NCC became involved in labelling issues, exploring labelingversus choice editing, and the NCC’s recommendations for carbon labeling.Matthew Gitsham, Principle Researcher, ASHRIDGEBUSINESS SCHOOL. Matthew’s work focuses on understanding changing consumerattitudes and behaviour towards sustainability and relating this tothe role of business. Matthew will be presenting leadingresearch on consumer attitudes and behaviour towards sustainability, different consumer groups, and the role of labelsand how price can influence behaviour, especially in lowerincome households.Tom Berry, Principle Sustainability Advisor, FORUM FOR THEFUTURE. Tom will explore future sustainability scenarios within the retailsector and addressing what we can learn from this, in terms ofconsumers’ behaviour, attitudes and understanding.Dorothee Vogel, Analyst, JUPITER RESEARCH. Dorothee will be presenting fresh, unbiased research on all consumer groups, including teenagers, exploring attitudes andbehaviour towards sustainability globally and within Europe, toprovide a fresh, in depth analysis of consumers who shop online.This will preset a new perspective, due to the rapid growth ofinternet shopping and a new type of consumer purchasingbehaviour.1200 Understanding How Consumers Perceive The CarbonFootprint Element Of Various Products And How TheyRate The Importance And Priority Of Each Aspect OfSustainability • Green decision making and pricing – what are consumerssaying?• Obtaining a true understanding of consumer perceptionstowards climate change through targeted research• What is the propensity of each group to change their behaviour and lifestyle?• How do consumers view labels?Tel: + 44 (0)20 7749 0470 Fax: +44 (0)20 7749 0471 Email: info@london-business-conferences.co.ukWeb: carbonfootprint-consumer-research.comINTERACTIVEPANELSESSIONCONSUMERINSIGHTPANELINTERACTIVEPANELSESSIONDay One: Tuesday 30th October 2007Separating The Spin From The Substance On Consumer Attitudes & Behaviours To Carbon Footprint Measurement & Environmental SustainabilityTel: + 44 (0)20 7749 0470 Fax: +44 (0)20 7749 0471 Email: info@london-business-conferences.co.ukWeb: carbonfootprint-consumer-research.comMark Smallwood, Green Mission Specialist, WHOLE FOODS. Matthew will be presenting on consumer decision-making and behaviourtowards sustainable products, and how they view current 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.1230 A Leading Brand’s Perspective On CustomerPurchasing 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. Andrew will be presenting a case study on the impact of thecampaign to get customers to turn their washing machines downto thirty degrees. Andrew will explore the best ways to communicatesustainability to the consumer and create a change in behaviour,whilst looking at the next steps to take.1300 Networking Lunch1400 Interactive Panel Session: NGO Perspectives OnEducating And Engaging Customers On SustainableConsumption Tony Juniper, Executive Director, FRIENDS OF THE EARTH.Tony is involved in a wide range of activities that highlight theimpact of world trade policy on the environment and is currentlyfocusing on climate change. Tony is a globally respected expertand will be speaking on cutting carbon emissions and the role ofthe consumer.Russell Marsh, Head of Policy, GREEN ALLIANCE.As Head of Policy, Russell oversees the development and delivery of Green Alliance’spolicy programme. The GreenAlliance promotes sustainability by ensuring that the environmentis at the heart of decision-making and will be speaking on therole of business, government and the consumer in workingtogether towards sustainability.David Hall, International Campaign Director, THE CLIMATEGROUP. The Climate Group is dedicated to advancing businesses andgovernment to lead in climate change, which in turn will educateand motivate the consumer to take action. As the InternationalCampaign Director of ' We're In This Together' campaign, Davidwill be addressing how this campaign is engaging the consumerin regards to sustainability.1430 Examining Typical Domestic Energy Usage & CarbonReduction Initiatives To Provide Insight Into TheConsumer's FootprintAdrian Arnold, Head of Partnership Marketing, THE ENERGYSAVING TRUST. The Energy Saving Trust is a non - profit organisation, working toreduce carbon emissions by promoting sustainable and efficient use of energy. Through their work, the Energy SavingTrust will provide a valuable insight into what the average carbonspend is of a typical person to help provide an understandingenergy usage for carbon and sustainability messages, whilst presenting on current initiatives in place to reduce carbon emissions around the home. into consideration when looking atcommunicating messages about carbon emissions to the consumer.1500 Examining The Impact Of Consumer Energy Usage –Should Household Energy Usage Be Taken IntoConsideration?Brenda Boardman, Leader of Lower Carbon Futures Group,OXFORD UNIVERSITY. Brenda’s main focus of research is energy efficiency and the wayenergy is used within the home. She has worked with leadingretailers and will present her research to assess if consumerenergy usage should be taken into consideration when looking atcommunicating messages about carbon emissions to the consumer.IDENTIFYING THE OPTIMUM METHODS OF COMMUNICATING TO CONSUMERS ONCARBON FOOTPRINT ISSUES1530 Working Towards Methodical, Credible & ConsistentStandards On Carbon Labelling – Comparing DifferentCategory Specific Strategies Euan Murray, General Manager of Carbon Footprinting, CARBON TRUST.Euan’s leading work in carbon measurement and carbonlabelling will provide a real insight into gaining trustworthymessages on carbon labelling.Peter Martin, Director, CARBONSENSE.CarbonSense combines a challenging, independent voice withrecent experience of carbon methodology development for several global brands.1600 Refreshments In The Exhibition Showcase Zone1630 Comparing Methodologies For DefiningMeasurements Within the Food & Beverage SectorAnnabella Coldrick, Public Affairs Manager, CADBURYSCHWEPPES.Annabella will be speaking on Cadbury’s approach to carbonfootprinting, defining measurement and creating a common,standard methodology to do this.Annabella has been involved in developing Cadbury Schweppesresponse to climate change. The “Purple Goes Green” campaign targets include 50% reduction in carbon emissions by 2020 and10% packaging reduction by 2010. 1700 Examining Product Development & Service OfferingsFor Sustainability Within Non - Food Products• Where do you start? How do you start?• Exploring how non - food engages sustainability• Examining how to create innovative products that engagesustainability• Assessing future initiatives once you have engaged sustainability & a low carbon message.Edmund Blamey, European Sustainability Director,INTERFACEFLOR. As European Sustainability Director, Ed controls the strategic integration of Interface's sustainability work and programmesacross Europe, helping Interface to achieve numerous design &innovation awards and become a highly recognised pioneer forit’s sustainable business & manufacturing practices.BRANDCASESTUDYNON-FOODCASESTUDYFOOD &BEVERAGECASESTUDYDay One: Tuesday 30th October 2007Separating The Spin From The Substance On Consumer Attitudes & Behaviours To Carbon Footprint Measurement & Environmental SustainabilityTel: + 44 (0)20 7749 0470 Fax: +44 (0)20 7749 0471 Email: info@london-business-conferences.co.ukWeb: carbonfootprint-consumer-research.com1730 Defining The Most Important Lessons Learnt FromFood Labelling Implementation And Relating TheseLessons To Carbon LabellingJulian Hunt, Director of Communications, FOOD & DRINKFEDERATION. Julian will be presenting on food labelling, speaking on howbenchmarks in measurements were achieved and how a labelwas created in a clear way for consumers to understand. Thisinsight will help the retail sector create a benchmark in carbonmeasurement and communications from the lessons learnt fromcommunicating nutritional information to the consumer.1800 Chair’s Closing Comments and Questions From The Audience1805 Close of Day & Networking Drinks ReceptionDAY TWO: Wednesday 31 October 2007APPLYING INSIGHT TO DELIVER CREDIBLE, CONSISTENT CARBON FOOTPRINT AND SUSTAINABILITY COMMUNICATIONS0830 Coffee & Registration0900 Chair’s Opening Remarks0910 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 mostimpact on consumer choiceMary 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, ensuringthat messages of sustainability have the greatest impact.0940 Developing Advertising Industry Standards ForCommunicating To Consumers• How to create consumer trust through consistency in communication• Avoiding spin and misleading the consumerChristopher Graham, Director General, ADVERTISING STANDARDS AUTHORITY.The ASA is an independent body set up by the advertising industry to regulate the content of advertising, sales promotionsand direct marketing within the UK. Christopher will address theimportance of not misleading the consumer when it comes tocommunicating sustainability and carbon messages.1030 Refreshments In The Exhibition Showcase ZoneCREATING INNOVATIVE CARBON FOOTPRINTAND SUSTAINABILITY COMMUNICATIONSTRATEGIES1100 Transforming Words Into Actions – ExploringAdvertising & Brand Communications To Ensure YourCarbon & Sustainability Messages Create An ImpactSteve Curzon, Marketing Director, ADNAMS.As a leading brewery and brand, Adnams is highly recognisedfor the work they have done on sustainability and is now communicating their achievements to the consumer and educatingthem 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 TheMessage Across• Exploring the best ways to get your marketing messagesacross• Pinpointing the effectiveness of marketing from multimedia techniques, point of sale, publications or on a product• Defining standards and transparent words to deliver a positiveimpact on the consumerJohn Kingston, UK Environment Manager, HONDA. John will be speaking on Honda’s approach to successfullycommunicating sustainability to the consumer, through mediaand PR channels1230 Networking Lunch1330 Creating A Green Business: Achieving CustomerTrust In Your Carbon Message• Exploring current initiatives in reducing carbon footprints • Making sustainability and carbon awareness real• Achieving meaning behind your carbon footprint to increase consumer trustRichard Ellis, Head of Sustainability, BOOTS. Richard will be presenting the success of carbon labelling butalso presenting a new insight of looking beyond carbon labellingand carbon measurement. Richard will present the real long-term benefits that can be gained from investing in all areasof sustainability and communications.1400 Examining The Options For Informing ConsumersThrough Packaging Innovation • Exploring the impact that current packaging innovations have had on consumer attitudes towards sustainability.1445 Refreshments In The Exhibition Showcase ZoneUNDERSTANDING THE REAL BENEFITS OF INVESTING IN CARBON FOOTPRINTING1515 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 footprint to an increase in sales• Exploring other significant bio-diversity and sustainabilityissues to ensure there are no financial dilemmas in otherareas eg. fair tradeSteve Curzon, Marketing Director, ADNAMS John Kingston, UK Environment Manager, HONDARichard Ellis, Head of Sustainability, BOOTS1600 Chair’s Closing Remarks And Close Of ConferenceRETAILCASESTUDYAUTOMO-TIVE CASESTUDYRETAILCASESTUDYCASESTUDYDay Two: Wednesday 31st October 2007Separating The Spin From The Substance On Consumer Attitudes & Behaviours To Carbon Footprint Measurement & Environmental SustainabilityLondonBusinessConferencesYES ? I would like to register the delegate(s) below for the 2 day conferenceCarbon Footprint Consumer Research Summit 2007 on 30-31 October 2007 DETAILS PLEASE USE CAPITALS PLEASE PHOTOCOPY FOR MULTIPLE DELEGATESDelegate 1. Miss/Ms/Mrs/Mr/Dr/Other:PositionDelegate 2. Miss/Ms/Mrs/Mr/Dr/Other:PositionFull Company NameAddressPostcodeTelephoneFaxE-mailSignature DateDELEGATE RATES – WE HAVE GROUP DISCOUNTS SO YOU CAN INVOLVE YOUR WHOLE ORGANISATION OR TEAMS. CALL ++44 (0) 27 749 0470I cannot attend the conference but would like to order the presentations on CD only: CD, including audio files £299 +VAT (£351.32)I am interested in sponsorship and exhibition opportunities at the Carbon Footprint Consumer Research Summit 2007. Please provide further details.VENUE INFORMATIONHoliday InnLondon Kensington Forum, 97 Cromwell Road, London SW7 4DNPhone: +44 (0)870 400 9670 Fax: +44 (0)20 7373 1448 Hotel accommodation. 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