Consumer Engagement Protocol: develop a code of conduct for digital engagement with consumers Description: This project is designed to address the changes being witnessed in consumer behavior. Driven by user-generated content and social media, the potential power of digital technology to disrupt established institutions and the associated brand equity is undeniable. However, there are also opportunities to connect directly with our consumers and shoppers from a research and marketing perspective. The project is focused on identifying potential risks and opportunities and establishing guidelines for digital engagement to ensure that initiatives we drive, as an industry, do not compromise our reputation and take into account consumer privacy.