Global Agenda Council on Sustainable Consumption 2012-2014
A clear gap exists between the intentions and actions of consumers regarding sustainability. When consumers are surveyed around the world, 72% say they are willing to buy green products, yet only 17% actually do. The launch of the 2012 initiative, “Engaging Tomorrow’s Consumer”, focused on the consumer demand side of the issue and explored the key question: “How can companies engage consumers to trigger simple behavioural shifts that enable more sustainable lifestyles, grow demand for more sustainable products and create business value?”
The Global Agenda Council on Sustainable Consumption has identified the demand side of sustainable consumption as a key challenge of the sustainability agenda, while it simultaneously presents significant opportunity. The difficulties in creating real and meaningful behavioural change among consumers are significant, requiring a deep understanding of personal and contextual elements, and the linking of those elements to effective triggers that stimulate action. The Council argues that long-term behavioural change in consumers towards more sustainable lifestyles can be achieved if stakeholders work together.
What the Council is doing about it
Over the past year the Council on Sustainable Consumption initiated a process to help businesses understand how to engage consumers to trigger behavioural shifts towards a more sustainable lifestyle. Since the Summit on the Global Agenda 2012, the Council has become deeply involved in the Forum’s “Engaging Tomorrow’s Consumer” initiative, which shares the Council’s overall aim. In 2013 the Council will support the project’s Board Members, consisting of business community representatives, to achieve the project’s objective: to design key, collaborative initiatives that will create a movement to change consumer attitudes and behaviours around sustainability.
The Council has formed three working groups to focus on:
- Personas and language: developing examples of different consumer groups and the language they respond to
- Behavioural change: understanding successful interventions in leading change among consumers
- Movement architecture: creating a social media movement around an issue to generate momentum and change
“The difficulties in creating real and meaningful behavioural change among consumers are significant, requiring a deep understanding of personal and contextual elements, and the linking of those elements to effective triggers that stimulate action.”
Over the next 12 months, the Council will continue its work on these focal points and its support of the “Engaging Tomorrow’s Consumer” project.
To get involved please contact
Research Analyst: Stefan Hall, Global Agenda Councils, firstname.lastname@example.org
Council Manager: Mayuri Ghosh, Senior Project Manager, Consumer Industries, email@example.com
Forum Lead: Sarita Nayyar, Managing Director, Head of Consumer Industries, firstname.lastname@example.org
Document archive for all the issues you are interested in
- The New Conspicuous Consumption
- The Emerging New Consumer
- Global Industry Outlook: Health, Consumers, Tech and Travel
- Who Is the New Consumer?
- Redesigning Consumption Patterns
- The Age of the Asian Consumer: How to Build a Sustainable Value Chain
- The Asian Consumer: A Sustainability Champion in the Making?
- Innovations towards Sustainable Consumer Markets