New Speakers Join the SFF26 Lineup
TL;DR A new group of speakers is joining the SFF26 lineup, bringing expertise in behavioral science, sustainable commerce, consumer research, communications, and media. Together, they'll provide real-world examples and evidence of how consumer insight can drive participation, adoption, and business value in sustainable fashion.
Most sustainability leaders agree that consumer participation matters.
The harder question is whether consumer behavior can be influenced in ways that meaningfully change sustainability's trajectory and create measurable business outcomes.
Can sustainable behaviors become mainstream? Can behavioral science help drive participation, demand, and long-term engagement in sustainable fashion? And are there real-world examples that demonstrate what that looks like in practice?
Those are some of the questions we've heard most since announcing SFF26's focus on consumer behavior.
We get it.
At a time when sustainability teams are under growing pressure to demonstrate value, secure investment, and prove business impact, leaders aren't looking for more theories. They're looking for examples. They're looking for evidence. They're looking for proof that consumer insight can translate into real-world outcomes.
That's why we're excited to announce the next group of speakers joining the SFF26 MainStage. Each brings a different form of evidence, experience, and insight into what it takes to turn behavioral insight into meaningful participation and lasting business value.
Join us October 28-30, 2026, in Portland, Oregon, as we continue exploring what it takes to move sustainability from intention to participation and from participation to real-world traction.
Meet the Speakers
Becky Frayer, MBA, Founder & CEO, Behavioral Fusion
Becky spent more than two decades helping organizations including Procter & Gamble and Allstate apply behavioral science across marketing, customer experience, product design, and business strategy. Her work offers a practical view into what happens when organizations intentionally design for human behavior and measure the results.
Wyatt Cuddington, Textile Certification Strategy Lead, Amazon Climate Pledge Friendly
Through Amazon's Climate Pledge Friendly program, Wyatt has direct experience measuring how sustainability signals, trust indicators, and product information influence purchasing decisions at scale, offering a rare view into how sustainability performs inside one of the world's largest retail ecosystems.
Dr. Meital Peleg Mizrachi, Postdoctoral Fellow, Department of Economics, Yale University
Meital's research explores secondhand markets, fashion consumption, and sustainability policy, challenging conventional assumptions and helping organizations better understand how people engage with sustainable alternatives in practice rather than in theory.
Mike Hower, Founder & Principal Consultant, Hower Impact
Mike has spent nearly two decades working at the intersection of sustainability, media, and communications. Having examined sustainability claims as both a journalist and an advisor, he brings valuable insight into what builds trust, what creates skepticism, and why some sustainability narratives gain traction while others fail to resonate.
Melody Serafino, Co-Founder, No. 29 Communications
Melody works at the intersection of sustainability, storytelling, and public perception, helping organizations navigate one of the industry's growing challenges: communicating complex sustainability issues in ways that remain credible, understandable, and culturally relevant.
Alyssa Hardy, Author and Former Fashion News Editor, Teen Vogue
Through her journalism and her book Worn Out: How Our Clothes Cover Up Fashion's Sins, Alyssa has explored the realities of fashion waste and the role media plays in shaping consumer perception. Her perspective offers valuable insight into how storytelling can normalize new behaviors, influence demand, and help sustainable ideas reach mainstream audiences.
Together, these speakers represent another step toward building a more practical, evidence-based conversation about what it takes to create participation, drive adoption, and make sustainability work commercially.
Don't miss what's next. Sign up for conference updates to receive speaker announcements, programming news, and the latest updates leading up to the 2026 Sustainable Fashion Forum.
Join the Conversation at SFF26
Tickets are available now. Join sustainability leaders exploring how consumer behavior shapes whether sustainability initiatives gain traction, create business value, and continue earning investment.
