Sustainable Brands Unites Global Partners for First Look at Project on Sustainable Consumption and Consumer Behavior Change

  Sustainable Brands Unites Global Partners for First Look at Project on
  Sustainable Consumption and Consumer Behavior Change

  International collaboration led by Eight Sustainability Platform launches
           today at Sustainable Brands conference in Rio de Janeiro

Sustainable Brands Rio

Business Wire

SAN FRANCISCO -- May 08, 2013

Sustainable Brands® announced today that the Emerging Economies Consumer
Behavior Change Project will launch at the Sustainable Brands Rio conference
in Brazil. Led by Eight Sustainability Platform, in partnership with Futerra
Sustainability Communications, the Brazilian Business Council for Sustainable
Development (CEBDS), the Instituto Akatu and Sustainable Brands, it is the
first project to explore the cutting-edge issues of sustainable consumer
behavior change exclusively for the Brazilian market.

The project is sponsored by Banco Itaú and supported by Dow, Nestlé, Unilever,
Invepar and PepsiCo. The project will provide materials to support
business-to-consumer (B2C) businesses in Brazil to engage consumers in
behavior change on sustainability. The materials are being developed by the
expert partners, with input from leading businesses. To solicit this input, a
private workshop was held in São Paulo on April 24^th, at the Dow Brasil
headquarters with a select group of 50 experts. Representatives from the
marketing, communications, brands and sustainability departments of partner
companies and organizations such as Telefônica, O Boticário, BR Foods, AES
Eletropaulo, Duratex, WWF, Business for Social Responsibility (BSR) and
Purpose participated.

According to Pablo Barros, the creator of the project and the founder of Eight
Sustainability Platform, “There are many responses to the problems that our
society faces, but influencing the behavior of individual people is one of the
most effective ways for facing up to challenges of this scale. We have decided
to begin our work by developing mechanisms for use by B2C companies, because
of the strength of their brands, their scale and their penetration, and
because of the positive returns that these companies and their brands can
achieve by engaging with their consumers.”

Solitaire Townsend, co-founder of Futerra, said, “Creating sustainable
lifestyles is the greatest business opportunity of the 21^st century. Brazil
must be at the heart of this new market. We can both share learning from
global brands and also discover the sustainable behaviors unique to Brazil.”

Marina Grossi, chief executive officer of the CEBDS comments, “Brazil will
only be more sustainable in 2050 if it implements significant changes before
2020. That is the conclusion of Brazil Vision 2050, a study launched by the
CEBDS at Rio+20, which proposes a new business agenda for the country. Of the
nine pillars of this Vision, the first addresses values and behavior. In this
area, the business sector can only undertake major transformations by
communicating with people, engaging them and influencing them to change their
consumption habits. The foundations of a behavior change project are provided
by research into the ways in which each and every one of us thinks, consumes,
produces and disposes of goods and services. This is critical and cutting-edge
research which can help support the changes needed to meet the objectives of
Brazil Vision 2050, a Brazil where all Brazilians live within the natural
limits of the planet and where the consumer culture has been replaced by the
principles of sustainable development and by the values of personal success
and satisfaction.”

The project launches today during an afternoon session at Sustainable Brands
Rio. Introduced this year in Brazil, the conference will convene over 350
brand innovators on May 8-9th to address the role of brands in leading the way
to a flourishing future. "Since 2006, Sustainable Brands has been focused on
helping the global brand community find value in leading the way to a
sustainable future,” states KoAnn Skrzyniarz, founder of Sustainable Brands.
“Brands play a critical role in aligning business and society.Understanding
how to encourage and support more sustainable consumer demand is fundamental
to our future, both for business and society.We are grateful to be part of
this project and hope it will contribute important insight that can be shared
with our global community of change makers who are committed to enabling the
sustainable economy of the future."

More information about the Emerging Economies Consumer Behavior Change Project
and access to the white paper can be found on the!mudanas-de-comportamento/cc4o

Information about Sustainable Brands Rio, May 8-9^th at the Windsor Atlântica
Hotel in Rio de Janeiro, can be found on the conference website.

About Eight Sustainability Platform

Eight Sustainability Platform is a global platform that works on sustainable
solutions, drawing on a wide range of partnerships with leading organizations
in the international sustainability space. Eight aims to serve as a catalyst
for change and to influence the transformation of current forms of production
and consumption. It provides consulting services, executes special projects
and specializes in adding speed and scale to initiatives that aim to change
the paradigms of both companies and consumers. Eight’s work is based on the
partnership model, cooperating with its partners to find solutions for global
sustainability issues and its clients, while also developing partnerships with
its own customer base.

About Futerra Sustainability Communications

Futerrais an award-winning sustainability communications agency with offices
in New York, London and Stockholm. Our mission is to make sustainability so
desirable it becomes normal. From green marketing to corporate responsibility,
brand strategy to creative execution, Futerra transforms global businesses
into leading sustainable businesses, offering real and impactful solutions.

About Brazilian Business Council for Sustainable Development (CEBDS)

CEDBDS is a business national association and non-profit that leads efforts on
sustainable development implementation in Brazil, effectively articulating
Brazilian government and business actions. Created in 1997, CEBDS integrates
the WBCSD (World Business Council for Sustainable Development) national
council’s net.

Recognized as the most reputable business institution in the world, WBCSD
brings together 200 business groups that act all around the globe. In Brazil,
CEBDS has today 76 associated companies that represent (in total) more than
40% country’s GDP and more than 600 thousand jobs.

CEBDS’ mission is guided by fostering business leadership as a change catalyst
towards a business model that enables economic activity success, fosters
social inclusion and preserves environment assets.

About Instituto Akatu

Created on March 15, 2001 (World Consumer Day) within the Ethos Institute for
Business and Social Responsibility, Akatu is a non-governmental organization
that works to raise awareness and mobilize society for conscious
consumption.The Institute's activities are focused on changing consumer
behavior on two fronts – education and communication – with the development of
campaigns, content, surveys, games and methodologies.Akatu defends the act of
conscious consumption as a fundamental transformation of the world, as any
consumer can contribute to the sustainability of life on earth: through the
consumption of natural resources, products and services and the enhancement of
social responsibility companies.

About Sustainable Brands

Sustainable Brands® is the premier global community of brand innovators who
are shaping the future of commerce worldwide. Since 2006, our mission has been
to inspire, engage and equip today’s business and brand leaders to prosper for
the near and long term by leading the way to a better future. Digitally
published news articles and issues-focused conversation topics,
internationally known conferences and regional events, a robust e-learning
library and peer-to-peer membership groups all facilitate community learning
and engagement throughout the year. Sustainable Brands is hosted by
Sustainable Brands Worldwide, a division of Sustainable Life Media
headquartered in San Francisco, CA.


Sustainable Brands
Marie Perriard, 415-626-2212
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