Programme, 4 May 2015
Conference
Consumer Information Lab Driving Green Behavior Change – From environmental product information to green product consumption 6 May 2015, 9am - 5.30pm Hotel Palace Berlin Europa Center, Budapester StraĂ&#x;e 45, 10787 Berlin
Partner of the event
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Programme. 08:30 – 09:00
Registration
09:00 – 10:00
Product sustainability for dummies: what you always wanted to know about environmental footprinting, life cycle thinking and hotspot analysis Jan Christian Polanía Giese | PEF World Forum
10:00 – 10:30
Coffee break and registration continued (for those not taking part in the introductory course)
10:30 – 11:00
Welcome & introduction: behavioral economics, game theory and big data – Can we nudge us towards green consumption patterns? Jacob Bilabel | THEMA1, Consumer Information Lab
11:00 – 11:30
Re-defining environmental communication – Motivations. Innovations. Challenges. Jan Christian Polanía Giese | PEF World Forum
11:30 – 12:00
The European Commission’s work on consumer communication and sustainable consumption: future of eco-labelling, environmental footprint and circular economy Jiannis Kougoulis | European Commission, DG Environment
12:00 – 12:15
Short break
12:15 – 13:00
Agenda-setting initiatives in consumer information on environment and sustainability
Insights on the implementation process of environmental labelling in France, Sylvain Chevassus | French Ministry for Sustainable Development (video call) Update on the UN Consumer Information Programme and the Sustainable Development Goal setting negotiations – ensuring global framework conditions for governments and businesses, Ulf Jaeckel | German Federal Ministry for the Environment (BMUB) The Sustainability Consortium approach: +100 organisations on the way towards efficient consumer engagement Euan Murray | The Sustainability Consortium (via video)
13:00 – 14:00
Lunch break
14:00 – 15:00
Real consumer empowerment vs greenwashing – pitfalls and challenges of product related communication. Two perspectives followed by a group discussion
15:00 – 16:15
Kirsten Brodde | Greenpeace Ian Fenn | Consumers International
New kids on the block: fresh perspectives on how to push green consumption into the mainstream
Green behavior change: insights from behavioral science, George Gaskell | London School of Economics Using nudges to incentivize green shopping – an experiment in the French retail sector, Denis Hilton | University of Toulouse Marketing green consumption: the creative industry approach, Steffen Gentis | BBDO
16:15 – 16:30
Coffee break
16:30 – 17:15
Business reality check: views on consumer information strategies, policies and regulatory frameworks. Experience and feedback from selected participants.
17:15 – 17:30
Consumer Information Lab Roadmap Jacob Bilabel | THEMA1, Consumer Information Lab
17:30
End of conference
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Speakers.
George Gaskell, London School of Economics, Centre for Analysis of Risk and Regulation (CARR); Department of Methodology; Department of Social Psychology Denis Hilton, University of Toulouse, Laboratory for Cognition and Labour (CLLE-LTC) Kirsten Brodde, Greenpeace, Campaigner Toxics Ian Fenn, Consumers International, Sustainable Consumption Project Coordinator, Co-lead of the UNEP 10 YFP Consumer Information Programme Jiannis Kougoulis, European Commission, DG Environment, Eco-innovation and Circular Economy, Environmental Footprint Pilot Sylvain Chevassus, French Ministry of Sustainable Development, SCP Policy Officer Ulf Jaeckel, German Federal Ministry for the Environment, Sustainable Consumer Protection/ Product-Related Environmental Protection, Co-lead of the UNEP 10 YFP Consumer Information Programme Steffen Gentis, Chief Production Officer, BBDO Germany / Craftwork (P&G Braun; smart, Bayer Aspirin, Bosch, BMW, Schwarzkopf; Dr Oetker, Becks, Sky, Pepsi, P&G Gillette, Mars, Metro) Euan Murray (via video), The Sustainability Consortium, Chief Strategy Officer Jacob Bilabel, THEMA1, Managing Director, Chair Consumer Information Lab Jan Christian Polanía Giese, PEF World Forum, Programme Director
Background. Consumers are exposed frequently to messages encouraging them to green their behaviors. Those messages are not always easy to understand but even when awareness of environmental issues is raised, many consumers still do not adopt an environmentally friendly behavior. Challenges are:
Difficulties to differentiate a green product from products with a higher environmental impact. Lack of support or unclear instructions to address the right levers to reduce impacts during the use phase. Misperception of consumer interest: consumers often get information that is relevant from an environmental point of view but it is not touching their personal interests. In other words they get answers for questions they have not asked while their main questions remain unaddressed.
Time to act is now: collaborative learning to increase green consumption. Finding ways to bridge the gaps between complexity of information and environmental awareness and behavior change is crucial to increase the adoption of environmentally sustainable behavior and increase market shares of green products. Various national and international initiatives (public or private) are now increasing their efforts to tackle those challenges. With this increased focus, the timing to engage and participate in the development process is right now. The issue will not be solved by environmentalists alone – collaboration with experts from various disciplines is substantially needed. To provide the space for interdisciplinary collaboration, we established the Consumer Inforamtion Lab at the PEF Food Conference last year and ran a second edition jointly with The Sustainability Consortium at the 2nd PEF World Summit/ TSC Member Summit 2014.
New Target Groups. New Stakeholders. New Constellations. At the upcoming Consumer Information Lab, 6 May in Berlin, we will dedicate a full conference-day on the topic and bring together experts from multiple areas:
consumer goods sector behavioral & social science
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civil sector creative industry marketing and communication environment and sustainability policy-making
By sharing the different perspectives and combining strengths of various disciplines we jointly identify the key factors of effective environmental communication and discuss approaches and challenges of their implementation. This will be realized in an extended session with presentations, Q&As, best practices and group discussions
Who should attend? This event is dedicated to a wide variety of stakeholders from the consumer goods sector including:
production and retail: sustainability, strategy, marketing and communication civil sector: consumer and environmental NGOs policy-making: environment, products, consumer and agriculture academia: behavioral & social science, environment, marketing creative industry: communication design, marketing, strategy, PR
Why join the Consumer Information Lab?
Receive a comprehensive overview on state-of-the-art environmental communication approaches and initiatives Learn from an interdisciplinary group of communication experts Find support in how to identify key-drivers for green behavior change and to increase green market shares Benefit from a creative space for collaborative action to implement effective environmental communication Make your expertise visible and contribute to the development of international best practices
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Who attended past Consumer Information Labs?
AFNOR Certification BASF BBDO CDP – Carbon Disclosure Project Colruyt Group Consumers International Decathlon DOW Chemical Company EOI Business School Evonik Industries Federal Ministry for the Environment, Germany Federal Office for the Environment, Switzerland First Climate First Solar GIZ GS1 HOP-CUBE ILIB Johnson & Johnson Johnson Controls L’Oréal Ministry of Industry of Spain Ministry for Sustainable Development, France
McDonalds Corp my EcoCost Consortium NC State University Nestlé Waters Nike Patagonia PE International Procter & Gamble Quantis REPSOL Saint-Gobain Gyproc Syngenta TSC – The Sustainability Consortium TÜV Rheinland UNEP – United Nations Environmental Programme Wageningen University WBCSD – World Business Council for Sustainable Development
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Partner of the event B.A.U.M., the German Environmental Management Association, combines economical, ecological and social questions, i.e. the principles of sustainability, successfully and in a future oriented way since 1984. Today B.A.U.M. with its 550 members is the European business community's largest environmental initiative. Many well-known companies as well as non-profit organizations and institutions are members of B.A.U.M and pledged themselves to the B.A.U.M. ethical code for environmental management. As an information and contact network B.A.U.M. promotes an active and practice oriented exchange of information and experiences and fosters manifold national and international contacts in the areas of business, science, politics and media. www.baumev.de (website in German)
Organiser of the event The Product Environmental Footprint World Forum - formerly known as Product Carbon Footprint World Forum - is a joint platform for companies and their stakeholders to reflect and act on challenges, practical experiences, initiatives, tools and insights towards climate-conscious and environmentally sound value chains. In its events the forum brought together over 1000 stakeholders from more than 40 countries. PEF World Forum is an initiative by Berlin based Think-Do-Tank THEMA1. www.pef-world-forum.org Platform for Climate Compatible Consumption Germany regularly organises dialogue fora that address current issues on climate compatible and environmental friendly consumption. The events are arranged in close cooperation with further societal stakeholders and aim at facilitating an open dialogue to support further consolidation in specific projects, working groups or publications together with further interested parties. www.plattform-kvk.de (website in German)
Contact PEF World Forum c/o THEMA1 GmbH Jan Christian PolanĂa Giese TorstraĂ&#x;e 154 | 10115 Berlin +49 30 779 0 779 18 polania@thema1.de
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Conference
Consumer Information Lab Driving Green Behavior Change – From environmental product information to green product consumption 6 May 2015, 9am - 5.30pm Hotel Palace Berlin, Europa Center, Budapester Straße 45, 10787 Berlin Registration Fee Standard: EUR 575 + 19% VAT Reduced: EUR 350 + 19% VAT Registration is possible via Fax or online: http://www.pef-world-forum.org/tickets/collections/view/87 The reduced rate is only available for: Governmental organisations, environmental associations, consumer associations, scientists (of public institutions only) and participants from developing countries Registration includes proceedings of the event, conference drinks and one lunch. The organisers reserve the right to limit the number of event participants. Places are transferable without any charge. But once you register at the event your pass is strictly for your own use and you are not permitted to reassign, transfer or lend it to any other person whether or not they are employed by the same company. Cancellations before 1 April 2015 will be free of charge. If you cancel your registration after 1 April 2015, we will be obliged to charge the full fee. Please note: you must notify THEMA1 of a cancellation in writing (webshop@pef-world-forum.org) or we will be obliged to charge the full fee. The organisers reserve the right to make changes to the programme without notice.
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Fax- or Email-reply to +49 (30)-7790 779-99 or hillekum@thema1.de Contact for questions & remarks: THEMA1 GmbH, Jan Christian Polanía Giese, Telephone +49 (30) 7790 779-18, polania@thema1.de
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