This question, and other “What If” aspirational, inspiring questions wove through the conversations of over 2,500 marketing, communications, and sustainability professionals who met earlier this month at the Sustainable Brands 14 (SB'14) conference. Engagement was a key topic in the Organizational Development & Intrapreneurship track, but also was highlighted in several other tracks including Leadership & Strategy, Stakeholder Insights & Influences, and Brand Positioning & Communications.
Why is the engagement topic so popular and so critical at SB'14? It’s likely because engagement is a core, bedrock component of a sustainable brand. A truly sustainable brand is transparent, open and readily engages in a dialogue with stakeholders, whether employees, supply chain, customers, investors or the communities they impact. Dialogue is more likely to lead to understanding, which can lead to action. That action can lead to change for the better for the brand, the business and the stakeholders. But engagement isn’t easy to do well and it’s really hard to measure. Which is why pulling together people who are on the forefront of effective engagement programs and measurement abilities made SB'14 a “must be there” conference for this topic and more.