Engaging Tomorrow's Consumer

Over 2012-2014, the World Economic Forum and its partner companies collaborated to define, incubate and launch two initiatives related to engaging consumers in sustainable consumption:

  • A new marketing award with Effie Worldwide Inc., “Positive Change”, which rewards marketers for engaging consumers through sustainability-focused marketing program
  • A new global media platform, “Collectively”, launched collaboratively by multiple companies designed to inspire and empower the millennial generation to make sustainable living the new norm
Collectively and the Positive Change Effie Award trigger companies to embed and strengthen sustainability in their brands and engage consumers in more sustainable lifestyles. Over 2015-2016, the Forum is supporting the institutionalization, marketing and sustainability of these initiatives to ensure they are successful over the long term and have large-scale impact.


Partner companies identify that challenges continue to exist to engage consumers in sustainable living issues. Business leaders believe that consumers, especially millennials, are critical actors to make sustainable living the "new normal" by motivating them through their passion points. The objective of the project is to engage millennials through business-NGO collaborations and open innovation to drive progress on sustainable living challenges. 

The World Economic Forum’s Partner companies serve billions of consumer daily. Through a true collaboration between companies and consumers, the intersection of corporate agenda around addressing sustainable living challenges and consumer engagement around being a part of the solution can be addressed. 


Key Organizations

  • Accenture
  • BT
  • Carlsberg Group
  • Coca-Cola Company
  • Dentsu Aegis Network
  • Effie Wordwide
  • Henkel
  • Kingfisher
  • Lenovo
  • Marks & Spencer
  • Nielsen
  • Omnicom Group
  • PwC
  • Unilever
  • WPP

Project Management

Mayuri Ghosh, Project Lead, Consumer Industries
Tel: +1 212 7036631