Products of Change Conference 2024: From 'Nice to Have' to 'Need to Have'

This year's focus landed on the shifting regulatory landscapes, including the Ecodesign for Sustainable Products Regulation (ESPR) and the Digital Product Passport (DPP), while embedding sustainability into core business strategies. 

After an opening keynote on the importance of future-focused sustainability from the world's youngest sustainability advocate, Moksha Roy, the conference began by bringing experts from all fields of consumer products to the stage to discuss how the business needs to make a difference.   

ESPR and Beyond  

"We need to start seeing pledges turn into action quite quickly." Anand Punja, chief engagement and partnerships officer, FSC Trace.  

The ESPR, which guided much of the conference, mandates that products be designed for durability, reparability, and recyclability, underscoring the need for circular economy strategies. It also requires products to be more energy-efficient, increase recycled content and provide more explicit sustainability information.  

Throughout the conference, attendees explored ESPR's impact on manufacturing, marketing and disposal and how the new Digital Product Passport (DPP) initiative—which requires detailed product information via QR codes—aims to boost transparency.

Helena Mansell Stopher, founder of Products of Change, captured the theme of continuous improvement, reminding attendees, "Perfection doesn't exist; everyone is on a journey." This theme was echoed in sessions like one led by Tony's Chocolonely's Hannah Perry and Georgina Savva, who discussed the importance of supply chain transparency and ethical sourcing. 

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Matt Young, president of Bravado, highlighted how partnerships with artists like Billie Eilish can drive sustainable merchandise. Eilish's advocacy for sustainability and the recycled cotton range on her tour exemplifies how artists can use their platform to inspire. 

The EU's "Empowering Consumers for the Green Transition" directive, effective from March 2024, also aims to combat greenwashing by requiring businesses to substantiate environmental claims. Gemma Butler and Michelle Carvill, authors of Can Marketing Save the Planet? discussed the implications for branding and marketing, stressing the importance of clear, honest communication about product sustainability. 

Circularity and Consumer Engagement  

"A circular economy begins with good design," Ellen Macarthur Foundation  

Nicholas Lambert, head, circularity, Primark shared the retailer's approach to recycling, aiming for 100% recycled material in their clothing by 2030. He emphasized creating closed-loop systems and extending product lifecycles through recycled content and vintage clothing opportunities. Circularity, he explained, involves designing products with their end-of-life in mind and using safe materials from the very inception of an item. 

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Tracey Richardson, licensing and partnerships director, Louis Kennedy then shared insight into the data behind brand owners and retailers working with charities to build consumer engagement. Based on the concept that, like brand licensing itself, authenticity in collaboration is vital. From Aardman and Red Nose Day to Moomin and British Red Cross, a charity collaboration is as strong as its authentic link to a cause close to a brand's heart. The brand owner community agrees as Richardson shared data points such as how 91% of licensors value consumer engagement while 82% are interested in the commercial benefits new partnerships can bring both entities; they also look to capture the imagination and tell a story through brand extension.  

Celebrations, Concerns and Comfort Zones  

"There is no silver bullet, but many approaches can combine to make genuine change." Matt Young, president, Bravado.

Winners for the sustainable-focused awards were announced. Based on the UN's Sustainable Development Goals, each award brought forward a name driving change in particular categories. Winners included Anita Majhu, head, licensing and sustainability, BBC Studios (awarded SDG 17 - Partnerships for the Goals); The Marketing Store (awarded SDG 12 – Responsible Consumption and Production); Maxine Lister, head, licensing, Natural History Museum (awarded SDG 13 – Climate Action); and Seymour Distribution and Immediate Media (SDG 9 – Industry Innovation and Infrastructure).  

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A collaborative panel with retailers, brand owners and licensed manufacturers – with Jakob Max Hamann, business development, sustainability governance, LEGO; Matt Young, president, Bravado; Anne Bradford, director, Poetic Brands; and Lisa Ly, senior sustainability manager, Dunelm – outlined the barriers facing each business.   

Using an interactive presentation, concerns like cost, greed, fear, education and escaping the comfort zone all arose as significant barriers from the audience. At the same time, the panel delved deeper into how teams can be more transparent in tackling these issues, such as LEGO's approach to bottom-up conversations by initiative internal sustainability conferences and how Dunelm uses the same language for sustainability, from CEO to supplier, to maintain consistent transparency.  

The closing sessions offered a forward-looking view of sustainable practices and the challenges that continue to lie ahead. Industry leaders reiterated that compliance with emerging regulations isn't merely a cost or challenge—it represents a competitive advantage as sustainability becomes an expectation among European consumers. Companies able to navigate these complexities effectively can position themselves as industry leaders, driving meaningful progress toward a greener economy.   

The 2024 Products of Change Conference was a critical platform for exploring the regulatory pressures and opportunities shaping today's consumer goods market. Attendees left with a clear call to action: companies must embed sustainability into every aspect of their operations to comply with regulations like ESPR and the DPP, meet consumer demands, and secure long-term growth. With innovation and transparency as guiding principles, industries have the chance to redefine their impact and drive a sustainable future.