How to Measure and Optimize Sustainability-Focused Brand Messaging

This event is over.

Though brands have ample options for ad testing, few provide insight into messaging focused on environmental and societal sustainability. Perception of greenwashing is a current concern, as is communicating initiatives that either lack credibility or fail to drive consumer action.

In this session, we’ll explore how brands using their platforms and influence to drive behavior change toward more sustainable lifestyles can effectively measure and optimize their messaging for credibility, talkability, influence, and action.

Attendees will learn:

  • How you can use new lines of inquiry in your ad testing to make consumer communications work harder to drive sustainable behaviors AND brand engagement
  • How to deftly apply qualitative and quantitative research insights to accelerate consumer behavior change
  • How to effectively measure and refine your environmentally and/or socially responsible marketing messages
  • Details on the Ad Sustainability Awareness Platform (ASAP) tool, how it was designed, and the uncommon collaboration that led to its creation

Related Content


Start: Wednesday, August 18, 2021 at 1:00pm

End: Wednesday, August 18, 2021 at 2:00pm



Etienne White
VP, Brands for Good
Sustainable Brands

Maddy Kulkarni
Global Marketing Director, Sustainability & Purpose

Wendy Salomon
Managing Director, Reputation & Corporate Strategy
The Harris Poll