Overcoming the Intent-to-Action Gap: Launching the Next Phase of the #BrandsForGood Initiative

This session summarizes the results of the Pull Factor Project – an actionable toolkit for marketers and brand leaders to create cohesive communications that can shape culture and behavior toward sustainable lifestyles. It then goes beyond that to announce and open the next phase of #BrandsforGood – a broad coalition of brands committed to overcoming the intent-to-action gap among consumers through shared messaging promoting behavior change.