A Big Brand Means Big Responsibility
![Speakers pose for photo](/sites/default/files/styles/default_embedded_media_900/public/images/20211115_EDU--A-Big-Brand-Means-a-Big-001.png?itok=cj6MUQ0v)
Ninety-two percent of consumers say they want to live more sustainably and believe that sustainable business practices should be standard. Meanwhile, 91% think companies and brands that pollute the environment should be fined.
The implications of these consumer beliefs and others guided discussions during the IAAPA Expo session, “A Big Brand Means Big Responsibility: Living Up to Today’s Consumer Expectations.” It was moderated by Jennifer Van Dyke, vice president of partner development at Event Network.
Acting sustainably comes easy for the conservation-focused Mote Marine Laboratory and Aquarium in Sarasota, Florida, said panelist Evan Barniskis, the aquarium’s assistant vice president. The challenge lies in communicating these sustainability efforts effectively to the public, to prove to consumers that the Mote Aquarium is actively meeting their expectations.
Barniskis’ solution to this challenge was honest storytelling.
“When telling the story, you need to tell the entire story about conservation and sustainability,” he said. “You need to tell the good stuff...[but] you have to tell them about the sad stuff too...Now public relations (PR) teams do not like telling sad stories, but if you have to, convince them that if you don’t tell the public every aspect, they’re not going to buy in.”
Jennifer Lemmer Posey is Tibbals Curator of Circus at the John and Mable Ringling Museum of Art. Speaking about consumer expectations regarding diversity, equity, inclusion, and accessibility, she spoke about her museum’s efforts to widen its reach to marginalized communities and to reinterpret its collection to showcase the role of all cultural groups in the history of American circus. “Our platforms are inclusion, inspiration, and excellence,” said Lemmer Posey. “That inclusion part is what fuels everything else we do, be accessible and inclusive of all.”
Finally, Elaine St. George, director of global retail experience at The Hershey Company, addressed the public’s enhanced safety expectations in the wake of COVID-19. Today, mask requirements at Hershey’s Chocolate World are clearly communicated using themed character “It’s Sweet to be Safe” signage that have become popular for guest photo shoots. Meanwhile, social distancing floor markers are large enough to hold families of four. These markers display “Hershey Fun Facts,” St. George said. “So we are entertaining them while we are making sure that they were safe.”
The park recently launched a unique safety-themed Mr. Goodbar mascot and message (“It’s Good to be Safe”) to further boost Hershey’s safety culture to guests and employees.