NetZero: How Firms Can Encourage Sustainable Behaviours

The need for a more sustainable living and achieving a net zero economy are of growing importance for consumers, businesses, governments and the societies at large.

However, there is a clear gap between consumers’ interest in sustainable behaviour such as recycling, using green products, reducing waste and product returns, or saving energy, and concrete actions taken to pursue these behaviours. 

During this workshop, we are exploring how firms can use marketing strategies and tactics to help encourage consumers to close that gap. The NetZero workshop will be organised as a combination of research presentations, managerial insights, and opportunities to engage in discussions with our experts.

Agenda

• 9:30: Tea/coffee
• 10:00 - 10:15: Opening Address (Ken McPhail, Head of School, Alliance Manchester Business School)
• 10:15 - 10:30: The Importance of Responsible Management (Hongwei He, Director for Social Responsibility, Alliance Manchester Business School)
• 10:30 - 11:15: Find Your Voice: Brand Tone of Voice and Consumer Engagement with Firms’ Environmental Sustainability Initiatives (Hai-Anh Tran & Heiner Evanschitzky, Alliance Manchester Business School)
• 11:15 - 12:00: Sustainability - We Are All in this Together (Chris Conn, Head of Wealth & Personal Banking Sustainability HSBC)
  
  
• 12:00 - 13:00: Lunch Break
  
  
• 13:00 - 13:45: Retail’s Approach to NetZero and Changing Consumer Behaviour (Nicki Hunt, British Retail Consortium)
• 13:45 - 14:30: The Role of Message Framing in Promoting Sustainable Services (Marc Linzmajer, University of St. Gallen)
• 14:30 - 15:00: Plenary Discussion
  
  
• 15:00: Networking Reception