Lecture to address, evaluate effective sustainability campaigns

UNIVERSITY PARK, Pa. -- For most Americans, acting in more sustainable ways or consistently buying green products would represent a huge behavior shift, but encouraging people to change their habits is difficult and it’s not easy to either educate consumers into behavior change or scare them into changing what they do.

So what can the leaders of “green” efforts do?

During a free public lecture titled “Leveraging Research Insights to Create Effective Sustainability Campaigns,“ Lee Ann Head, an expert on communications related to energy efficiency and sustainability, will share insights gathered from eight years of proprietary consumer research, pertinent findings from the field of behavioral psychology and best practices gleaned through years of marketing energy-efficient and sustainable products.

The lecture -- which begins at 6:30 p.m. Tuesday, Nov. 5, in the HUB Auditorium on the University Park campus -- will highlight a multi-day campus visit by Head, who serves as vice president of research and insight for the Knoxville, Tenn.-based Shelton Group, the nation’s leading marketing communications agency entirely focused in the sustainability and energy efficiency sectors.

Head’s visit for the inaugural Arthur W. Page Center Professional-in-Residence and Lecture Series is supported by a grant from the Robert Wood Johnson Foundation. Along with her public lecture, Head will participate in several classroom sessions and will work with individual faculty members during her visit.

The Page Center, housed in the College of Communications, is dedicated to the study and advancement of ethics and responsibility in corporate communication and other forms of public communication. The professional-in-residence program and lecture are designed to enable industry experts to interact with Penn State students in depth about communications-related issues and to engage the public about timely issues.

Last Updated October 18, 2013