A New Era of Consumption: A Conversation with Karuna Rawal, CMO, Sustainable BioProducts
Date & Time
Wednesday, May 6, 2020, 1:00 PM - 1:30 PM
Today's consumers are taking up the mantra of "Live Large, Carry Little" (Kantar). Where consumerism used to be about accumulating and owning things, the value has shifted to the quality of experiences and relationships. As part of this, we are seeing shoppers increasingly demonstrating their commitment to the environment and sustainable products, which is challenging brands to rethink their traditional practices — everything from sourcing to packaging.
In this discussion, industry veteran Rawal (Arc Worldwide, Procter & Gamble) will address how best to reach shoppers in this new age of consumption by:
- Putting purpose over product.
- Providing experiences and personalization vs. products
- Creating marketing campaigns that add value vs. disrupt consumers’ lives
- "Leaving it better than you found it."