We thought our upcoming Sustainable Brands '07 conference was generating some serious buzz, but even we were surprised to receive a call from Italian magazine L'Espresso asking for an interview. Our own KoAnn Skrzyniarz, company founder, president, and all-around conference doyenne, sat down with reporter Carlotta Magnanini to discuss the event and its goals, and explain why sustainability marketing and branding has such international reach. (For those of you whose Italian is a bit rusty, we've provided this handy translation.)

LEspresso: First of all, could you please introduce yourself and the event? As the founder of SLM, how did you decide to organize? What about your company?

KoAnn: I have a 20-year background in business to business media, including building conferences in both the U.S. and abroad, trade shows, magazines, internet sites, books, and research. I've had the opportunity to work in many markets, including forest products, mining, paper, medical, electronics and high technology. For ten years I worked to launch conferences and magazines for emerging technology markets. Together, this experience has given me an appreciation of the kinds of triggers that generate the formation of new markets or market sectors.

We became interested in sustainability in 2003 through clients on whose board sat Paul Hawken and Anita Roddick, two of the early proponents of more responsible business practices. At the same time, we heard Bill McDonough speak on Cradle to Cradle Design. For two years we spent 100% of our time reading about global trends and working with non-profit groups and small businesses focused on sustainability. In 2005, we produced a conference on Cradle to Cradle Design with Bill, Michael Braungart, Peter Senge from MIT, Rocky Mountain Institute and others. Now that we have come to understand some of the macro trends driving the focus on sustainability globally, we fully believe that sustainability will ultimately become a competitive requirement for all businesses. For now, though, it will serve as a competitive opportunity for many as demand for more environmentally and socially responsible consumer and B2B products and services skyrockets.

LEspresso: Is the decision to hold the event in New Orleans a casual or considered choice?

KoAnn: We made a very deliberate choice to host the first conference in New Orleans. It was also a risk, but we felt an important one. Katrina was a trigger for many companies in the U.S. to wake up to the reality of climate change, and we wanted to bring U.S. companies there to allow some of them to tell their stories, and to remind others of why the issue of sustainable business innovation is so pressing.

LEspresso: How did you select the brands? Are they from U.S. only?

KoAnn: We had to start somewhere! We are a largely self-funded organization with not as much global reach as we hope to one day. We have enormous awareness of the leadership roles being taken in this area in other parts of the world, and absolutely hope to incorporate more international participation going forward. For now, though, we felt it was particularly important to help catalyze the growing American momentum around sustainability as an opportunity for companies rather than a burden. The realization that a growing confluence of forces are actually making it possible to do well by doing good will help spur more attention to innovation for sustainability and lead to more sustainable products and services down the road. And in today's age of transparency, those companies that talk the talk, will inevitably be forced to walk the walk. We're here to encourage more of both.

LEspresso: Is it possible to certify the sustainability of a brand? What are the criteria?

KoAnn: There are many certifications possible at the moment perhaps too many, since each has its own criteria. One concern is that this proliferation will simply cause more confusion for buyers or that some will be established that are not well grounded, and thus discredit certifications altogether. Some of the most reputable U.S. certifiers will join us at the conference, to talk about how their certifications can help credibility and sales. I hope they will also talk about what should be done, if anything, to consolidate or strengthen the landscape of certifications as they exist, or may exist in the future.

LEspresso: Sustainability is a hot topic nowadays don't you think that many companies speculate on it?

KoAnn: If, by speculate, you mean take a risk in focusing their efforts on sustainability, I don't think so. Just because we don't yet have a decade of research to justify the market investment some companies are making, the writing is on the wall, and the intangible benefits that go along with a well-oiled sustainability initiative will themselves create value for those companies who undertake them. There will be misfires, and money lost, but ultimately leadership gained in the long haul for those companies who are earnestly looking to learn. There are simply too many forces now at work for this to be a temporary interest that will fade. Climate change is only one piece of it. Waste management and toxins, water, oil and other natural resource shortages, globalization, growing issues of economic disparity and the impact this has on terrorism, and the internet which forces us all to be more transparent none of these things are going away, and this confluence of forces will continue to press the issue of right behavior by global business as an institution.

LEspresso: Which sectors (design, food, technologies, etc.) are are showing the most progress in sustainability?

KoAnn: I wish I could tell you hard numbers. Some exist, but to be honest, we've been so heads down focused on our own efforts for the past year that we're likely behind on some of them. Organic food and cotton/textiles have certainly led the way here, along with green building. And of course investment in clean technology is going through the roof un the US now. We believe, though, that these are just the earliest signs of innovation for sustainability opportunity exists in every product or service, to reduce negative short and long term impact on our earth and on society. Eventually, sustainabiiilty will be an expected operating norm in developed countries like human rights. We are excited about helping this process along by amplifying the benefits companies are experiencing through a strategic focus on sustainability, and by helping bring forward emerging best practices as they evolve.

L'Espresso: Thank you for your time, and good luck with your event and business!

KoAnn: Ciao, Carlotta, and thank you! We fully expect the Italians, with their love of life and of design, to play a key role, and we hope to be there before long to learn more about what you are doing!

If you're a brand manager, PR or marcom manager, investor or community relations manager, product manager, corporate sustainability or media strategist or adviser to any of the above you should make Sustainable Brands '07 your learning event of the year. Join us in New Orleans to learn from some of the top branding experts in the U.S. and come away inspired, informed, and equipped to find new ways to create value for your company by building a greener, more transparent and authentic brand.

Register today!