Award-winning Jeunesse Park, founder, fund raiser and marketing of Food & Trees for Africa (FTFA), International Advisory Board member for OgilvyEarth and expert on carbon footprints and eco-branding, is set to address delegates at the upcoming Brands & Branding for Good Conference (www.brandsandbrandingconference.co.za) – the first conference of its kind in South Africa to include a major focus on brand relationships with increasingly socially and environmentally ‘aware’ consumers.

According to publisher and conference organiser, Ken Preston, the current global financial crisis has combined with social and environmental concerns and prompted a shift in consumer attitudes when it comes to sustainability – meaning that brands need to dramatically reassess how they will achieve leadership positions in the years ahead.

“There are great opportunities for brands, especially with climate change,” said Park, “to educate and raise awareness through their branding and actions. FTFA has done a lot of eco-branding for companies that want to align their brand and Corporate Social Investment (CSI) with this shift in consumer thinking towards sustainability, and it has really worked for them.”

A remarkably pioneering woman, Park has a lot of firsts in her life: she founded the first organic raw food store in California in the seventies; started South Africa’s first ever environmental communications and public relations company; originated and developed FTFA (then known as Trees for Africa) – the only national social enterprise in South Africa addressing climate change, greening and food security; and through this company, initiated the Carbon Standard and launched the first carbon calculator in South Africa. A veritable Who’s Who of women and the environment, Park has been recognised with numerous awards for her efforts in environmental conservation, forestry and climate change.

Park will present highly successful eco-branding case studies at the conference and share best practice thinking on carbon footprinting. She is a member of the Global Carbon Exchange (GCX) which aims to “make business sense of climate change” and believes that you can enhance your brand by having a clearly defined sustainability strategy. The Exchange quotes a recent study by McKinsey which informs that consumers around the world are concerned about climate change and trust a company more if they have a clearly defined strategy.

A brand that is seen to be authentically committed to sustainability will enhance the loyalty of existing consumers and open up avenues for new business. Park will also speak about the dangers of “greenwashing” and losing your brand’s credibility. By enabling your business to speak to the consumer in new ways while leaving a positive footprint on the world, a brand can go from being noticed to being loved.

Both eco-branding and carbon footprinting are set to emerge from trends and grow exponentially as business models over the next few years. The World Bank estimated the 2006 global carbon trade to be an astounding $30 billion, even though it is still predominately focused on Europe. The “green rush” has definitely begun.

Preston emphasised that the conference will not dwell on “green” brands but rather tie in to the very real concept of sustainability. “Recent research from OgilvyEarth has revealed that consumers see “green” as an idea that is focused on the environment and not people. People are interested in the sustainable economy, not the green economy, but the two are not mutually exclusive: US President Barack Obama phrased it so well when he said: ‘The choice we face is not about saving our environment and saving our economy. The choice we face is between prosperity and decline,’” he quoted.

“The question came up: How focused are South Africa’s brands and what in this regard can we do to assist them to remain relevant to consumers whose values and behaviours are shifting to align with the goals of the sustainability agenda, and out of this the idea the Brands & Branding for Good Conference was born.”

Park will take the podium alongside an exceptional line-up of local and international speakers that includes Seth Farbman from OgilvyEarth; Justin Hollis, senior brand communications manager (EMEA) at BlackBerry; Derek Carstens, marketing and commercial chief officer of the 2010 FIFA World Cup and

Organizing Committee; Leslie Pascaud, director for Responsible Marketing Practice from Added Value, Paris; Gail Klintworth, chairman of Unilever SA; and Prakash Patel, head of Digital & Interactive from Draftfcb South Africa. Dave Varty co-founder and owner of Londolozi and Laurika du Bois, head of marketing & communications, WWF South Africa, are also booked to impart their experiences and share their wisdom.

“The Brands & Branding for Good Conference is our answer,” said Preston, “as it will provide brand owners and their agencies with the opportunity to understand and appreciate the prevailing consumer shift and how to align their brands with sustainable values.”

Preston hastens to add that a range of other branding issues will be addressed by both the international and local speakers on both days thereby ensuring in-depth value for delegates.

This is the ‘must attend’ event of 2009 for anyone involved in branding, image management, public relations, brand and corporate communications, external affairs, marketing communications, advertising and promotions, consumer insights and sustainability. Delegates fees are being kept at least 30% below the level of other less significant branding events staged over the past three years. And, included in the delegate fee of R 5 200 for the two-day conference is a copy of both Brands & Branding 2009 and Joburg! Towards 2010. There are also substantial savings for those booking early, as well as those making multiple bookings.

Taking place on 20th/21st October at the Gallagher Convention Centre in Midrand, the conference will offer a handsome ROI, inspiring and assisting delegates to place greater emphasis on sustainable initiatives and create business success through improved efficiencies, enhanced brand image and relationships with consumers and stakeholders.

Bookings via lynn@brandsandbranding.co.za.