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PANEL

Can Business Save the Planet? Green Bundle: Pairing the Market with the Planet 

FRIDAY SEPTEMBER 28, 2018 - 12H30

This panel will be hosted by UCLA Anderson faculty Maggie Delmas. She will be discussing with top Corporate Social Responsibility officers from Fortune 500 on how corporations can embrace sustainability. 

In her new book: "The Green Bundle: Pairing the Market with the Planet," Delmas argues that successful information strategies require a holistic approach that accounts for both the altruistic and egoistic motivations of consumers. With insight from sustainable business and from behavioral economics, she describes the elements of effective information strategies that will help managers guide consumers along the difficult path from knowledge to consumption.

With what she calls the "green bundle"-natural or implicit co-benefits of environmental goods and services-companies can strategically appeal to both the altruistic and egoistic values of consumers. Broadly, green bundle co-benefits include the following: quality, status, health, money, and emotion. Products that pair sustainability with these private benefits create a win-win for consumers.

Magali Delmas, professor at the UCLA Anderson School of Management & the UCLA Institute of the Environment and Sustainability

Magali Delmas is a professor of management at the UCLA Anderson School of Management and the UCLA Institute of the Environment and Sustainability.

Delmas is the director of the UCLA Center for Corporate Environmental Performance. From 2014-2017, she was the president of the Alliance for Research in Corporate Sustainability (ARCS), an international organization that serves as a vehicle for advancing rigorous academic research on corporate sustainability concerns.

"Research tells us that consumers buy green products when they benefit not just the environment, but the consumer." Most of us fall somewhere in the middle, and Delmas calls that segment the "convenient environmentalists."

"THERE’S AN ENORMOUS APPETITE FOR MAKING THE PLANET MORE SUSTAINABLE — AND AN ENORMOUS POTENTIAL IN THE MARKETPLACE FOR DRIVING SUSTAINABILITY CHOICES".

Jill Baldauf, Associate Dean of UCLA Anderson Alumni relations

While serving on Anderson's Board of Visitors from 1992 to 1997, Jill helped to create and launch a student pledge program that instilled a culture of giving back.

A strong supporter of the arts and arts in education, she is Vice Chairman of the Board of Chrysalis, which assists the homeless in returning to work.  Jill is also a Board member of the LA Opera, Blue Ribbon and The Broad Stage. 

A top advertising executive and dedicated contributor to both the community and her business-school alma mater, she built an impressive career with blue-chip agencies such as Benton & Bowles; Grey, Ogilvy & Mathers; and DDB. In 2003 she formed her own agency, Ampersand, with a retainer from Hasbro. 

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