Making Sustainability Irresistible: Unlocking the Desirability Formula

Ujwal Arkalgud, EVP & Group Director at Lux Research

Ujwal Arkalgud

EVP & Group Director, Anthropology

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Thursday, November 30th at 10 AM SGT // 10 AM CET // 10 AM EST // 10 AM PST

Consumers today have an increasing desire for sustainable products, yet green attributes alone aren’t enough to drive adoption and willingness to pay a premium. Discover key insights from new Lux Research on the missing triggers that shape consumer desire for sustainable alternatives. 

In this session, you’ll learn: 

  • The common sustainability triggers used in marketing and why they fall short 
  • The “missing concerns” that make sustainability personally relevant for consumers 
  • Emerging differentiators beyond sustainability that influence choice 
  • A framework to identify the right mix of triggers for your context 
  • How to bring future promise and other “missing concerns” to life through products and messaging 
  • Tactics to drive adoption and overcome price sensitivity 

Join us to unlock a new desirability formula and make sustainability irresistible for your consumers. You’ll leave with a blueprint for marketing, innovation, and growth strategies that appeal to eco-aware consumers and justify a price premium. 

Please Note:

  • You will receive a confirmation email with your personalized log-in instructions after you register below.
  • A copy of the presentation slides and the webinar recording will be sent to all registrants after the webinar.

If you have any questions, please email

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