Big Brands, Big Impact: A Marketer’s Guide to Behavior Change

Authors

• 

  Elisa Niemtzow

  Vice President, Consumer Sectors and Membership, BSR

  

  ---

  

  Elisa Niemtzow

  Vice President, Consumer Sectors and Membership, BSR

  

  Paris

  ---

  Elisa leads BSR’s consumer sectors practice globally and oversees the BSR global membership network. She works with companies in the luxury, beauty, fashion, hospitality, retail, and food industries to better integrate sustainability into core business strategy, products, and operations.

  She helps companies understand the world’s big disruptions, create resilient and inclusive business models and practices, and evolve brand strategy to integrate changing consumer expectations. Elisa also leads BSR’s Responsible Luxury Initiative and the Southeast Asia Reptile Conservation Alliance (SARCA).

  Prior to joining BSR, Elisa was an account manager at CHANEL and a consultant at Accenture and Ernst & Young.

  Elisa is French-American. She holds an M.B.A. in Luxury Goods Marketing and Management from Sup de Luxe, an M.A. in International Relations from the Institut d’Etudes Politiques Paris, and a B.A. in French from the University of Pennsylvania.

  Close

According to the United Nations Environment Programme, a sustainable lifestyle is about “living in harmony with our natural environment.” This involves “rethinking our way of living, how we buy, and how we organize our everyday life.” The level of change required to achieve harmony with our natural environment opens up enormous opportunities for today’s businesses to better meet the needs of their consumers. That is why we describe sustainable lifestyles as the new frontier for business. 

A group of pioneering brands from BSR’s Sustainable Lifestyles Frontier Group (SLFG)—AT&T, eBay, Johnson & Johnson Consumer Inc., McDonald’s, and Walmart—has recently explored how companies can trigger simple behavioral shifts that enable more sustainable lifestyles, grow demand for more sustainable products, and create business value. In this new report, SLFG shares findings from the study, which also explores how sustainability teams can more readily unlock engagement with their internal marketing colleagues by using traditional marketing techniques and by testing to ‘sell-in’ sustainability.