Business leaders worldwide recognize that changing consumer attitudes and behaviour around sustainability within a rapidly evolving marketplace presents considerable challenges. In 2012, the World Economic Forum and its Partner companies began to address this challenge by researching 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?”There were two key findings (“Sustainability needs a makeover” and “Millennials are the opportunity”) and six recommended strategies for engaging consumers as shown to the right.