Panelists: TBD

Moderator: TBD

Companies large and small, from Wal-Mart to Green Mountain Coffee, are investing heavily in developing a sustainability strategy as well as a "green" brand image. Under the tutelage of consultants and NGOs, consumer product companies have managed to "make the business case for sustainability," particularly by cutting costs through waste reduction, energy management, and other supply chain efficiencies. However, many more companies are primarily concerned with the reputational risks and opportunities arising from their sustainability practices. Are PR efforts that promote public-private partnerships, corporate philanthropy and "going green" sufficient to enhance brand equity, given that consumers may not respond to more expensive investments in a strategic overhaul? Are these investments aimed at risk management or upside opportunity? How are companies using financial metrics, market research, or other data to determine whether sustainability-related investments are paying off? How are 24/7 news cycles and flourishing social networking channels impacting stakeholder demand for greater transparency and a more sophisticated understanding of sustainability? What do consumers really want to know about the companies they buy products from, and what is the most promising medium for this information flow? Panelists from consumer/retail companies, advertising and marketing, and social media will discuss these issues.

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