Building a credible, sustainable brand is not a straightforward endeavor. The right strategy depends on a host of factors including your business goals, key stakeholders, and knowing what dimensions of sustainability are critical drivers of behavior for your customers. Jennifer Rice reviews key considerations in building credibility, from mitigating risk to driving revenue. She’ll present a range of credibility-building ideas such as how to leverage brand strategy options, customer experience design, certifications, and more.

This session will help you answer the following questions:

• What is credibility, and why is it important?
• How can you zero in on the customer segments and other stakeholders who's influence matters most?
• How to tease out which dimensions of sustainability matter to them, and whether they will give you “permission to play” in sustainability-related offerings?
• Top ten strategies to building credibility, including new offerings, certifications, ingredient or initiative-based brand plays, enriching your customer's experience, and more.