Engaging Tomorrow’s Consumer Project Report 2015 Industry Agenda

The World Economic Forum's 'Engaging Tomorrow’s Consumer' project has launched two primary initiatives: the Positive Change Effie Award, which incentivizes marketers to prioritize sustainability in brand communications, and Collectively, a digital media platform targeting millennials to make sustainable living culturally relevant. The project now proposes a strategic shift toward open innovation models, such as hackathons in partnership with cities and universities, to crowdsource solutions for sustainable living challenges and increase employee and consumer engagement.

• The Positive Change Effie Award was launched on Earth Day 2014 to reward marketers who effectively incorporate sustainability into brand messaging, focusing on behavior change through awareness, trial, product substitution, and change in use.
• The Positive Change Effie Award initially launched with categories in North America and Europe, with plans to expand to Asia-Pacific and eventually become a global symbol of achievement.
• Collectively is a digital media platform designed to engage millennials (Gen Y) by using storytelling to make sustainable living desirable, focusing on passions such as fashion, food, design, transport, technology, travel, and sport.
• Collectively was founded by BT Group Plc, Carlsberg A/S, The Coca-Cola Company, Marks & Spencer Plc, and Unilever, and later joined by over 25 other multinational companies.
• Collectively launched in the United States and the United Kingdom in October 2014, with a planned global rollout targeting India, Brazil, and China.
• The project proposes using open innovation models, specifically hackathons hosted in partnership with cities and universities, to solve sustainable living challenges and attract millennial talent.

APA

World Economic Forum (2015). Engaging Tomorrow’s Consumer Project Report 2015 Industry Agenda. http://www3.weforum.org/docs/WEFUSA_EngagingTomorrow'sConsumer_ProjectReport2015.pdf

Chicago

World Economic Forum. Engaging Tomorrow’s Consumer Project Report 2015 Industry Agenda. 2015. http://www3.weforum.org/docs/WEFUSA_EngagingTomorrow'sConsumer_ProjectReport2015.pdf.

Wikipedia

{{cite report |author=World Economic Forum |title=Engaging Tomorrow’s Consumer Project Report 2015 Industry Agenda |date=2015 |url=http://www3.weforum.org/docs/WEFUSA_EngagingTomorrow'sConsumer_ProjectReport2015.pdf |access-date=23 October 2026 |via=Climate Insights Directory}}

BibTeX

@techreport{worldeconomicforum2015engaging, author = {{World Economic Forum}}, title = {{Engaging Tomorrow’s Consumer Project Report 2015 Industry Agenda}}, institution = {World Economic Forum}, year = {2015}, url = {http://www3.weforum.org/docs/WEFUSA_EngagingTomorrow'sConsumer_ProjectReport2015.pdf}, urldate = {2026-10-23}, note = {Indexed by Climate Insights Directory} }