The 2013 Aspirational Consumer Index suggests more than one-third of consumers globally (36.4%) identify as "aspirationals", defined by their desire for responsible and sustainable consumption.
The move towards a more circular economy requires products to be designed increasingly with sustainability in mind. While these new, more eco-friendly products might appeal to aspirationals, for a wider pool of consumers green isn't the new black yet. In a crowded market, how can consumers be encouraged to choose the more sustainable of their product options?
Join the experts for a live chat
Join us online for a live chat on Wednesday 7 May, from 1pm to 2.30pm BST to explore questions including:
• Style, functionality and price point matter to consumers but do a product's green credentials also factor into purchasing decisions?
• Is there a suspicion barrier around green products? Do consumers assume they perform less well than others?
• Is there a generational difference in the kind of marketing that works?
• Does the marketing of products on their green credentials confuse or inform consumers?
• As people have growing access to peer reviews online, is marketing less effective?
The panel
Fiona Bennie, head of sustainability at Dragon Rouge. Previously, she has worked with a number of clients on sustainable innovation including, Bupa, Unilever, Sony, Akzo-Nobel, Levi Strauss & Co. and Marks & Spencer. She tweets at @fiona_bee.
Daianna Karaian, senior strategist at Futerra. Karaian works to ensure Futerra's client's sustainability activities are guided by customer needs. She tweets at @daiannatweets.
Luc Benyon, D&AD, a non-profit enabling and awarding creative excellence in design and advertising.
John Grant, former co-founder of ad agency St Luke's and author of Made With (2013) Co-opportunity (2010) and Green Marketing Manifesto (2007). He tweets at @greenormal.
Amy du Pon, global head of data insights at Havas Media Group, whose Meaningful Brands framework aims to reclaim brand durability, prosperity and sustainability. She tweets at @AmyduPon
How to join
The live chat is completely text based and will take place on this page in the comments section below, kicking off on Wednesday 7 May, from 1pm (BST). You can submit any questions in advance using the form below, or tweet them to @GuardianSustBiz using #askGSB and we'll put them to the panel on the day.
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