BS2-14

Day2

13:45-15:00

Sustainable Communication

"Sustainable Marketing in the Digital Age
— Using Data and Communication to Drive Consumer Action —"

Recent research suggests that although Japanese consumers increasingly recognize the importance of sustainability, this awareness is not sufficiently translated into actual purchasing and usage behaviors. Barriers to taking action include marketing-related challenges such as insufficient information, price-related constraints, and limited accessibility to sustainable options.

This session frames the gap between consumer awareness and action as a critical issue and explores how data utilization and communication strategies in digital-era marketing can effectively encourage and accelerate consumer behavior change.

Speaker

Facilitator

Saori Kanno

Professor
Komazawa University

Professor, Faculty of Business Administration, Komazawa University.

Specializing in Consumer Behavior and Brand Management, she conducts research on consumer-brand relationships, fan psychology, and brand platform strategies. She serves as a board director for the Japan Association for Consumer Studies and the Japan Marketing Academy.

During her tenure as a Visiting Scholar at the University of California, Berkeley (2015–2017), she deepened her expertise in diversity and sustainability. In November 2025, she published her co-edited book, Sustainable Marketing: Consumer Behavior and Corporate Response in the SDGs Era (Yuhikaku).