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 will pave the way for companies to begin embedding sustainability in their brands and engaging consumers in more sustainable lifestyles. While launching these two initiatives, the project team is also scoping the next phase of the project. 


Partner companies identify that challenges continue to exist to engage consumers in not only sustainability, but other broad societal issues. Business leaders believe that consumers are critical actors to drive change in Environmental, Social and Governance (ESG) issues relevant to different industries in collaboration with companies and other stakeholders.

The objective of the project is to engage millennials through public-private partnerships and open innovation to drive progress on Environmental, Social and Governance (ESG) challenges. One idea to enable this strategy is through crowdsourcing and hackathons. 

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 ESG challenges and consumer engagement around being a part of the solution can be addressed. 


Key Organizations

  • Accenture
  • Best Buy Co.
  • 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