Purpose, Proof and Performance: Marketing Sustainability in the Age of Accountability
At our next Monash Marketing Business Breakfast, we will turn the spotlight on the emerging new environmental and sustainability requirements and claims for organisations.
Australian businesses are operating in an era of unprecedented accountability for environmental and sustainability claims. Mandatory reporting has been in effect since January 2025, and regulators such as the ACCC and ASIC are holding organisations to account for misleading green claims.
The challenge has shifted beyond compliance — it is about proving genuine commitment, building trust, and making sustainability a driver for growth and resilience.
Consumers are also watching closely. More than 50% of Australians consider sustainability an important factor when making a retail purchase, and nearly three-quarters will step back from companies exposed for greenwashing.
Sustainability has become central to reputation, employee engagement, investor confidence, and long-term business success.
At the 2026 Monash Marketing Business Breakfast hosted by Monash Business School’s Department of Marketing, senior industry leaders will share their roadmaps to achieving organisational:
- Purpose — by embedding sustainability at the heart of strategy and aligning with regulation.
- Proof — by substantiating claims with clear evidence and transparent reporting.
- Performance — by turning sustainability into competitive advantage by engaging customers and strengthening reputation.
Rhea Guharoy, Global Marketing Director, Penfolds
Rhea Guharoy’s career has spanned 15 years shaping leading retail, FMCG and luxury wine brands. She has held senior regional and global marketing leadership roles across the Asia-Pacific, including an extended international posting in Shanghai.
Ms Guharoy leads the Penfolds brand’s global strategy, with end-to-end accountability across brand planning, campaigns, content, media, partnerships, innovation and sustainability, alongside immersive consumer and retail experiences worldwide.
Having lived and worked across multiple Asia-Pacific markets, she brings a global perspective and a strong commitment to purposeful, culturally attuned marketing, with a focus on building brands responsibly for the long-term.
Dr Sheila Nguyen, Co-Founder, Sports Environment Alliance
Dr Nguyen loves seeing people and the planet prosper hand-in-hand, and this is why she has dedicated 20+ years of her life acknowledging, unlocking and cheerleading the potential of individuals, communities, and institutions to become their most humane versions.
She was given the UNFCCC Sport for Climate Action Framework Oceania Leader Award, granted the British Association for Sustainable Sport Honorary Lifetime Member award, and recognised as an Australian Financial Review Top 100 Women of Influence for her work successfully leading and delivering the FIFA Women’s World Cup 2023 Sustainability Strategy and Co-Founding the Sports Environment Alliance.
Professor Liam Smith, Director and Co-Founder, BehaviourWorks Australia (BWA)
Prof Smith leads one of Australia’s leading authorities on behaviour change. Since establishing BWA in 2011, Prof Smith has led more than 100 applied research projects, working with government and industry to design evidence-based interventions that deliver measurable impact. He has developed a widely-used behaviour change methodology that improves the effectiveness of policy and organisational initiatives.
Prof Smith serves on advisory bodies for Zoos Victoria, South East Water and VicHealth, and regularly delivers executive education through ANZSOG and the Victorian Behavioural Insights Unit. He is an engaging speaker committed to translating behavioural science into practical outcomes.
Event MC
Our MC will be Will Feutrill, Regional Vice President, AU Incentives.
Event Details
- Date:
- 19 March 2026 at 7:30 am – 9:30 am
- Venue:
- The Glasshouse at Olympic Park, Olympic Blvd, Melbourne VIC 3001
- Categories:
- General; Marketing
Description
At our next Monash Marketing Business Breakfast, we will turn the spotlight on the emerging new environmental and sustainability requirements and claims for organisations.
Australian businesses are operating in an era of unprecedented accountability for environmental and sustainability claims. Mandatory reporting has been in effect since January 2025, and regulators such as the ACCC and ASIC are holding organisations to account for misleading green claims.
The challenge has shifted beyond compliance — it is about proving genuine commitment, building trust, and making sustainability a driver for growth and resilience.
Consumers are also watching closely. More than 50% of Australians consider sustainability an important factor when making a retail purchase, and nearly three-quarters will step back from companies exposed for greenwashing.
Sustainability has become central to reputation, employee engagement, investor confidence, and long-term business success.
At the 2026 Monash Marketing Business Breakfast hosted by Monash Business School’s Department of Marketing, senior industry leaders will share their roadmaps to achieving organisational:
- Purpose — by embedding sustainability at the heart of strategy and aligning with regulation.
- Proof — by substantiating claims with clear evidence and transparent reporting.
- Performance — by turning sustainability into competitive advantage by engaging customers and strengthening reputation.
Rhea Guharoy, Global Marketing Director, Penfolds
Rhea Guharoy’s career has spanned 15 years shaping leading retail, FMCG and luxury wine brands. She has held senior regional and global marketing leadership roles across the Asia-Pacific, including an extended international posting in Shanghai.
Ms Guharoy leads the Penfolds brand’s global strategy, with end-to-end accountability across brand planning, campaigns, content, media, partnerships, innovation and sustainability, alongside immersive consumer and retail experiences worldwide.
Having lived and worked across multiple Asia-Pacific markets, she brings a global perspective and a strong commitment to purposeful, culturally attuned marketing, with a focus on building brands responsibly for the long-term.
Dr Sheila Nguyen, Co-Founder, Sports Environment Alliance
Dr Nguyen loves seeing people and the planet prosper hand-in-hand, and this is why she has dedicated 20+ years of her life acknowledging, unlocking and cheerleading the potential of individuals, communities, and institutions to become their most humane versions.
She was given the UNFCCC Sport for Climate Action Framework Oceania Leader Award, granted the British Association for Sustainable Sport Honorary Lifetime Member award, and recognised as an Australian Financial Review Top 100 Women of Influence for her work successfully leading and delivering the FIFA Women’s World Cup 2023 Sustainability Strategy and Co-Founding the Sports Environment Alliance.
Professor Liam Smith, Director and Co-Founder, BehaviourWorks Australia (BWA)
Prof Smith leads one of Australia’s leading authorities on behaviour change. Since establishing BWA in 2011, Prof Smith has led more than 100 applied research projects, working with government and industry to design evidence-based interventions that deliver measurable impact. He has developed a widely-used behaviour change methodology that improves the effectiveness of policy and organisational initiatives.
Prof Smith serves on advisory bodies for Zoos Victoria, South East Water and VicHealth, and regularly delivers executive education through ANZSOG and the Victorian Behavioural Insights Unit. He is an engaging speaker committed to translating behavioural science into practical outcomes.
Event MC
Our MC will be Will Feutrill, Regional Vice President, AU Incentives.