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For many firms who have invested significant time and resources to building sustainability into their brands, or launching entirely new business units where sustainability is the core of the business, the struggle to identify (and convert) consumers who time and time again say they are willing to support “sustainable” brands who are “more sustainable.” It is a challenge for many entrepreneurs, but one made easier when a clear understanding of what issues consumers are aligned with, what are their purchase paths, and how to build a brand that is measured more for its community engagement than its consumer conversion. To help participants understand the tools and tactics required to overcome these barriers, and to build a successful brand, we have invited leading social entrepreneurs and consumer researchers to speak about their work to understand, and convert China’s sustainable consumers.
Based in Shanghai, Collective Responsibility is a strategic advisory firm founded by Richard Brubaker, one of Asia's most recognized authorities on sustainability, innovation and responsible leadership. Founded with the fundamental belief that a sustainable world can only be achieved through awareness of issues, finding tangibility in business cases, and development of cross-sector collaboration, Collective Responsibility acts as a knowledge base, catalyst and facilitator between stakeholders. We at Collective view sustainability as a holistic process of action and a change in vision among corporations, from the new entrant workers to the founders and visionaries of the company. Change for a more efficient and productive planet starts with the private sector, and we’re here to help our clients move towards that future through consulting, research, training, and engaging their stakeholders.