Influencing Consumer Behaviour

BITC Marketplace, in collaboration with Insight Exchange and RKCR/Y&R, are delighted to launch Influencing Consumer Behaviour – A Guide for Sustainable Marketing. The guide brings together consumer insight and marketing experience from six major UK and global companies – B&Q, Kraft Foods, EDF Energy, Marks and Spencer, Unilever and Waitrose – as well as conversations with 50 marketers, and an extensive review of existing work in this area.

Officially launched at BITC's Responsible Business Convention in March 2011, the guide describes how businesses can identify their own ‘Area of Opportunity’ to influence consumers – the space in which consumer priorities, business action and brand values are aligned. It also features a series of 'learning by doing' case studies on each of the participating companies.

Read Influencing Consumer Behaviour - A Guide for Sustainable Marketing.