The meeting was a sell-out, but for those Direct Response readers who didn't make it on the day, here's a quick summary.
First, according to Melanie Howard of the Future Foundation, around half of the population think of themselves as ethical shoppers. But the truth is that only a tiny proportion of purchasing decisions are based primarily on ethical considerations. And it's a hugely complicated area. Organic is definitely not the same as Fairtrade. And buying local fruit and veg may mean choosing products responsible for producing more carbon dioxide (because they've been grown in artificially heated greenhouses) than those shipped halfway around the world.
Motivations vary, too. Some buy organic because they believe it's a natural way of farming that's more sustainable, others to avoid feeding pesticides to their children. For some, ethical shopping just means buying British, period.
The very complexity of the subject, and the premium prices charged for organic and Fairtrade products, means that affluent, experienced shoppers tend to be the greenest. But that's no bad thing, according to Howard, because they can have a big influence on other consumers, and on brands.
"People are four times more likely to believe friends and family than media or politicians on important issues," she told delegates.
Consumers don't expect companies to be totally green or to get everything right all at once, but they expect sincerity: "greenwash" doesn't wash. Clients and agencies are going to have to think things through more carefully - target better, use less paper, rely more on electronic media. Honda sends nothing to landfill from its Japanese factories and is widely seen as the greenest car maker. It also encourages readers to take its customer magazine online, rather than the printed version.
But the basic rules of communication don't change. Chris Arnold, chair of the DMA Agency Council, and creative director of ethical marketing agency FEEL, said the worthiness of a cause is wasted if the campaign doesn't engage people.
The DM industry has a lot of ground to make up. It may account for less than two per cent of household waste, but the perception is different. To quote Howard: "Real, long-term commitment to ethical values and behaviour will be required if you are to be believed."
- Ken Gofton is a freelance journalist who has covered the marketing industry for over two decades
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