Values in the Aisle: Understanding the Consumer Context for Retail Sustainability

Susan is a strategic research leader focused on how changing human values are redefining what people expect from brands, institutions, and each other. She helps organizations move beyond surface-level insights to uncover what truly drives behaviour – and turn that understanding into meaningful, future-ready strategies. With over two decades of experience across corporate retail, agency, and consultancy environments, Susan advises corporate and non-profit organizations on brand, product, and marketing strategy across sectors including tourism, culture and entertainment, technology, retail, and consumer goods and services. Her expertise in values-based research connects deep human insight with practical business impact, helping organizations navigate complexity, adapt to societal shifts, and build stronger, more relevant connections. Susan is an experienced speaker and facilitator, with engagements spanning conferences, leadership forums, webinars, and national media. She holds an MBA in Marketing and Strategic Management from the Schulich School of Business.

Annika specializes in understanding how people’s values, attitudes, and experiences shape behaviour and decision-making. She helps organizations uncover the human context behind complex issues, translating research insights into strategies that are relevant, actionable, and grounded in real-world perspectives. Working across both the private and public sectors, Annika has led and supported research projects that explore consumer attitudes toward sustainability and evolving expectations for retailers, consumer brands, governments, and non-profit organizations. Her work focuses on helping clients understand diverse audiences, identify emerging trends, and build stronger, more meaningful connections with their customers and stakeholders. Drawing on her background in business and marketing, Annika brings a practical perspective to values-based research, helping organizations navigate changing consumer expectations and understand how broader social and cultural shifts influence behaviour. She is passionate about translating complex insights into clear, actionable recommendations that help organizations adapt to rapidly evolving landscapes.