World Economic Forum Annual Meeting 2010

  • IdeasLab on the Global Redesign Initiative (Values and People)

    Wednesday 27th January 2010 - 3:15pm - 4:30pm

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  • IdeasLab on the Global Redesign Initiative (Values and People)

    The Global Redesign Initiative aims to improve international cooperation on the pressing challenges of the 21st century. Experts in this IdeasLab explore the following innovative proposals to address global challenges:
    - Faith: Moral Economy Dialogue – Building a Common Good Economy
    - Marketing and Branding: Citizen Engagement Council
    - Education Systems: Global Education Commission
    - Nutrition: Global Food, Agriculture and Nutrition Redesign Initiative
    - Gender Gap: Institute for Closing the Gender Gap

    Key Points

    • Education: A global education commission could galvanize leadership in education reform
    • Marketing and Branding: A citizen engagement council could promote global consciousness and action on a host of issues by using innovative media and marketing techniques
    • Nutrition: A multistakeholder coalition is needed to break down longstanding silos that have impeded global cooperation on food, agriculture and nutrition
    • Gender Gap: An institute to close the gender gap can bring together and disseminate all the data and knowledge about the problem to catalyse action to address it
    • Faith: Values and morals must be on the table as the international community seeks to redesign global systems in the aftermath of the economic crisis


    In this IdeasLab session, members of five Global Agenda Councils each presented for discussion among participants an innovative proposal for global redesign.

    • Education: Global Education Commission

    The world is facing a crisis of political leadership in education. This proposal aims to bring together a wide range of actors necessary to address the critical problems: access, quality and financing. The idea is to leverage the Davos process to galvanize leadership in education reform and draw together business, government and civil society to catalyse action in multilateral fora such as the G8. The commission would examine education models that have worked and how to replicate them or scale them up. It could also look at the issue of global standards in education.

    • Marketing and Branding: Citizen Engagement Council

    This proposal is to adapt the Ad Council model from the US to the global level, taking inspiration from successful US public service campaigns to prevent smoking, drunk driving and riding in a vehicle without wearing seatbelts. Advertising and other creative media tools can be used to help promote global consciousness about certain causes and issues. Public educational materials need not be boring and can be very effective at changing people’s mindsets and the behaviour of citizens. Pilot projects could be launched in the four countries sponsoring the Global Redesign Initiative, with campaigns focusing on issues and using content specifically selected for each market, taking the local culture into account. Marketing professionals would be deployed to design the appropriate campaigns, which would be focused not just on getting citizens to act, but also the business sector. The council could become a partner with a host of cause-driven groups.
    • Nutrition: Global Food, Agriculture and Nutrition Redesign Initiative
    This proposal calls for the creation of a multistakeholder coalition brought together through the World Economic Forum to address the future food and nutrition requirements of the world within the realm of sustainable development. The common vision: good nutrition for all. The key would be to break down the various silo walls that have so far impeded effective multistakeholder cooperation in food, agriculture and nutrition. The coalition could use the Citizen Engagement Council to promote the cause of good nutrition – to make not being obese an aspiration. Agricultural subsidies are an issue that will have to be addressed.

    • Gender Gap: Institute for Closing the Gender Gap

    The World Economic Forum, through its Gender Gap Report, and others have gathered a significant amount of statistics and information that document the gender gap around the world. This proposal is for an institute dedicated to closing the gender gap by bringing together and disseminating data and knowledge on the problem. The organization would use various innovative media and marketing tools to promote action. The institute could take the form of a virtual platform or network. It would be critical to have men serve as spokespeople to make the case based on values. Also crucial would be the engagement of marketing experts.

    • Faith: Building a Common Good Economy

    The global economic crisis has left millions unemployed and pushed millions below the poverty line. About 3 billion people are living on less than US$ 2 a day. If the world is to redesign its systems, it must also fundamentally reset its values and shape a global moral compass. The crisis is an opportunity to put values and morals on the table and to connect them with the economic choices and decisions that governments and businesses make. The goal is to get all the people who support change to work off the same page of values and ideals.

    Discussion Leaders

    David W. Kenny

    , Managing Partner, VivaKi, USA; Global Agenda Council on Marketing & Branding

    Robert Madelin

    , Director-General, Health and Consumers, European Commission, Brussels; Global Agenda Council on Nutrition

    Laura D'Andrea Tyson

    , Professor of Business Administration and Economics, University of California, Berkeley, USA; Global Agenda Council on the Gender Gap

    Jim Wallis

    , Editor-in-Chief and Chief Executive Officer, Sojourners, USA; Global Agenda Council on Faith

    Kevin Watkins

    , Director, Education for All Global Monitoring Report, United Nations Educational, Scientific and Cultural Organization (UNESCO), Paris; Global Agenda Council on Education Systems

    Tae Yoo

    , Senior Vice-President, Corporate Affairs, Cisco, USA; Global Agenda Council on Education Systems

    Opening Remarks by

    Richard Samans

    , Managing Director, World Economic Forum

    Facilitated by

    Richard T. Pascale

    , Associate Fellow, Saïd Business School, University of Oxford, United Kingdom

    This summary was prepared by Al Reyes. The views expressed are those of certain participants in the discussion and do not necessarily reflect the views of all participants or of the World Economic Forum.

    Copyright 2010 World Economic Forum
    No part of this material may be copied, photocopied or duplicated in any form by any means or redistributed without the prior written consent of the World Economic Forum.

    Wednesday 27 January

    Keywords: economics, faith, values, gender gap, nutrition, food, agriculture, education, marketing

    Recommended reading for: Global Agenda Councils on Marketing & Branding, Nutrition, the Gender Gap, Faith, and Education Systems; Media Leaders; Women Leaders; Civil Society Leaders



  • Laura D'Andrea Tyson Laura D'Andrea Tyson
    Professor and Director, Haas School of Business, University of California, Berkeley, USA

    With the Clinton Administration: 1993-95, Chair, Council of Economic Advisers; 1995-96, Director, Na...

  • David W. Kenny David W. Kenny
    Chairman and Chief Executive Officer, The Weather Company, USA

    Formerly: Managing Partner, VivaKi; Member of the Management Board, Publicis Groupe, the parent comp...

  • Jim Wallis Jim Wallis
    President and Founder, Sojourners, USA

    President and Founder, Sojourners and Editor-in-Chief, Sojourners magazine, with combined print and ...

  • Robert Madelin Robert Madelin
    Senior Innovation Adviser to the President, European Commission, Brussels

    Studies in French and History, Magdalen College, Oxford; studies at Ecole Nationale d'Administration...

  • Tae Yoo Tae Yoo
    Senior Vice-President, Cisco, USA

    Senior Vice-President, corporate social responsibility practice, Cisco; leadership has helped make C...

  • Kevin Watkins Kevin Watkins
    Executive Director, Overseas Development Institute, United Kingdom

    BA in Politics and Social Science, Durham University; doctorate, University of Oxford, including a y...

  • Richard Samans Richard Samans
    Head of the Centre for the Global Agenda, Member of the Managing Board, World Economic Forum

    BA in Economics and French, Tufts; Master's in International Affairs, Columbia. Former: Corporate Le...

Facilitated by

  • Richard T. Pascale Richard T. Pascale
    Associate Fellow, Saïd Business School, University of Oxford, United Kingdom

    Twenty years as faculty member, Stanford University Graduate School of Business. Consultant and Advi...