TL;DR Building a better solution does not guarantee people will adopt it. Understanding what people choose, what markets reward, and what businesses continue to invest in is what closes the gap. Here’s a first look at ten SFF26 MainStage conversations exploring how sustainability moves from good intentions to participation, demand, and business value.
The Sustainable Fashion Forum is excited to welcome Kantar as the Strategic Insights Partner for SFF26: The Science of Adoption, taking place October 28–30, 2026, at Hyatt Regency Portland.
Across the industry, the challenge is increasingly one of execution. Leaders are under pressure to show how sustainability strategies move beyond intention to influence behavior, generate participation and produce outcomes their organizations can measure.
SFF26 will explore the practical questions emerging from that pressure:
How do organizations design products, programs, messages, systems and policies around how people actually behave?
How do sustainable solutions become relevant, desirable and worth choosing?
How do businesses translate participation into customer loyalty, revenue and continued internal investment?
What can the industry learn from organizations already applying and testing these approaches in practice?
These questions will form the backbone of two days of behavioral insight, cultural analysis, consumer research, business strategy and real-world case studies.
To bring current consumer evidence into that exploration, Kantar will contribute strategic intelligence on what consumers care about, what they trust, how they perceive brands and the gaps between stated values and reported behavior, helping organizations identify the conditions that turn sustainability ambition into adoption at scale.
Kantar has been at the forefront of tracking consumer behavior and helping global brands and industries understand consumer attitudes and expectations around sustainability. Having an organization with Kantar’s history and authority partner with SFF26 validates both the urgency of this conversation and SFF26’s role in moving it forward.
The partnership is grounded in a shared recognition that understanding the consumer is essential to making sustainability relevant, actionable and commercially meaningful. At SFF26, that perspective will inform a broader examination of the psychological, cultural and business forces that shape adoption.
At Kantar, we believe growth happens when brands align their ambitions with how people actually think, feel and behave. Sustainability can be a powerful driver of preference and participation, but only when it reflects real consumer needs and motivations. We’re excited to partner with SFF26 to bring the strategic intelligence and consumer understanding needed to help organizations translate ambition into adoption, and adoption into long-term growth.
About SFF26
SFF26 is the annual flagship conference hosted by the Sustainable Fashion Forum, taking place virtually October 29–30, 2026. Centered on The Science of Adoption, this year’s conference examines why strong sustainability solutions don’t automatically gain traction and what it takes to move them from intention to adoption.
Designed for fashion operators, sustainability executives, and senior decision-makers, SFF26 brings together behavioral science, consumer psychology, cultural insight, consumer research, and business strategy to explore how companies can build consumer demand, strengthen internal support, and demonstrate the business value of sustainability.
Sessions will premiere during the two-day conference alongside live conversations and Q&As and will be available to attendees on demand.
Explore the program and get your ticket.
About the Sustainable Fashion Forum
The Sustainable Fashion Forum (SFF) is an independent media company covering the people, ideas, and forces defining the future of sustainable fashion. SFF advances the industry’s sustainability conversation by challenging conventional thinking, surfacing overlooked perspectives, and connecting ideas across disciplines.
