For sustainable business to truly take off, consumer behavior must change. How consumer psychologists can effect this change was the theme of this year's Advertising and Consumer Psychology Conference, held in the Lillis Business Complex last month. Experts from all over the world gathered to share their insights in sessions on greenwashing, persuasion tactics, end-of-product-life and more. Hosted by marketing department head Lynn Kahle, and co-sponsored by the Center for Sustainable Business Practices, the event was kicked off with a keynote speech by Eugene Mayor, Kitty Piercy.