Move Your Market. Change the World: How Cannabis Companies Can Be Leaders in their Category with a Sustainability Message and Strategy

January 11, 2020 | 11:00 am | Room 315 | Marketing & Branding

With more than 78 percent of consumers “changing their daily purchase habits and practices to positively impact the environment”, it’s no wonder that the global market for sustainability products and services reached $2.65 trillion — with another 1 trillion in opportunities “for brands that can effectively communicate their product’s sustainability attributes”.

This market movement is a natural for cannabis companies that have “green” and sustainability inherent in their DNA. Yet the vast majority of canna companies fail to realize significant revenue growth because they make little-known branding and messaging mistakes.

In this eye-opening session, Carolyn Parrs, CEO of Mind Over Markets and founder of Women Of Green, will reveal the three specific strategies she has developed over her more than 15 years as a Sustainability and Green Marketing expert, which have significantly increased her cannabis client’s revenue upwards of 425%.

With real-world case studies at its core, this session is designed for business owners and leaders that are either actively integrating sustainability communications and messaging into their business strategy already — or just getting started. Attendees will walk away with a mix of both new insights and proven strategies they can take back to their teams for immediate implementation.

Carolyn will cover:
• How to skillfully integrate sustainability messaging into your brand communications in a way that directly drive sales and gives you a distinctive advantage in your product category
• What to drip into your marketing strategy that deepens the brand loyalty of existing customers while also attracting new ones
• How to avoid the biggest mistake most marketers make when communicating their product or services’ sustainability initiatives or benefits


Carolyn Parrs, CEO, Mind Over Markets

Carolyn Parrs is the CEO of Mind Over Markets, a sustainable brand marketing and messaging company. Since 2003, Mind Over Markets has helped thousands of sustainable and clean tech companies become leaders in their sector so that they can move their market and change the world.

Carolyn started her journey working at some of the top New York City advertising agencies such as Benton & Bowles and Wunderman Worldwide, serving clients such as General Foods, Proctor & Gamble, AT&T, IBM, Richardson-Vicks, Manufacturers Hanover Trust, Time/Life Books and more.

Carolyn and her products have appeared on television shows such as Good Morning America, ABC News, CBS News and on radio and cable shows such as HBO, CNN and Lifetime Channel. Print coverage includes The New York Times, L.A. Times, Wall Street Journal, Chicago Tribune, People Magazine and Cosmopolitan.

As committed sustainability advocate, she created Women Of Green, a robust online community that “turns up the volume” of the feminine voice in green. She is a featured author in Thomson Reuters book series for C-level executives: Inside the Minds: Greening your Business.

She is a mother of two and lives in Seattle with her pups, Heart and Soul.