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HOW MARKETERS CAN CREATE
POSITIVE CHANGE THROUGH SUSTAINABILITY
The World Economic Forum and Effie Worldwide
have collaborated to influence marketers to drive
consumers toward more sustainable choices. The
Positive Change Effie Award was born from
discussions about the Engaging Tomorrow’s
Consumer project at the World Economic Forum’s
Annual Meeting in Davos in January 2013. Business
leaders recognized the opportunity to help bridge the
gap between the intentions and actions of consumers
when it comes to sustainability by rewarding and
learning from brands that are making sustainability a
greater priority in their marketing programs.
THE STORY
Sustainable Consumption (as defined by the Brundtland Commission): Consumption that meets the needs of
the present without compromising the ability of future generations to meet their needs.
The World Economic Forum’s work on sustainable consumption has evolved:
2008-2011
2012-2014
LAID OUT THE BUSINESS CASE
FOR SUSTAINABILITY IN SUPPLY
CHAINS
SCOPED AND TESTED THE
CONSUMER DEMAND SIDE OF
SUSTAINABLE CONSUMPTION
Since 2012, the World Economic Forum and its Partners have been designing, launching and scaling up
programs to create a movement to change consumer attitudes and behavior around sustainability.
WHAT WE FOUND
MAKE SUSTAINABILITY
TANGIBLE AND RELEVANT
EFFECTIVE MARKETERS WIELD GREAT
POWER IN INFLUENCING CONSUMERS
AND SHIFTING BEHAVIORS
WHAT DO CONSUMERS HAVE TO SAY?
...
?
?
“I’M CONFUSED ABOUT “I DO WHAT I CAN,
SUSTAINABILITY.”
BUT IT ISN’T EASY.”
Simplify messaging around
sustainability and make it
relevant to the daily life of a
consumer
Make the sustainable choice
an attractive, effective and
available choice
.
!
!
.
.
“LISTEN TO ME,
LISTEN TO US.”
“EXCITE ME AND
I WILL FOLLOW.”
Collaborate using digital
platforms to increase consumer
engagement with brands
Encourage consumers to
reimagine what personal
success and status looks like
with a sustainable lifestyle
WHY MARKETING MATTERS
72%
78%
of marketers believe
of marketers also
that marketing has the
believe that
ability to create
consumers have an
demand for
important role to play
sustainable products
when it comes to
and services
sustainability
72%
of consumers surveyed
worldwide say they
would be willing to
buy sustainable
products and services
17%
of consumers actually
buy sustainable
products and services
Marketers have the opportunity to bridge the intention-action gap of consumers by influencing them to
make sustainable choices through inspiring and exciting marketing programs embedding sustainability.
MOST MARKETERS ARE AWARE
OF THEIR COMPANY’S PLANS
FOR AND COMMITMENT TO SUSTAINABILITY
22%
13%
22%
25%
AWARENESS
NOT TRANSLATED
TO ACTION
20%
60%
70%
78%
79%
71%
GLOBAL
EUROPE
ASIA
NORTH AMERICA
LATIN AMERICA
FEW MARKETERS
FEEL EMPOWERED AND INCENTIVIZED
TO PRIORITIZE SUSTAINABILITY STRATEGIES
THE TIME FOR CHANGE IS HERE
POSITIVE CHANGE EFFIE AWARD
CELEBRATING BRANDS THAT SHIFT CONSUMER BEHAVIOR
TOWARDS SUSTAINABILITY
This award recognizes marketers for using their power for:
THE GOOD OF
OUR PLANET
THE GOOD OF
THEIR BUSINESS
Why is this THE award that marketers want to win?
Business has the biggest opportunity to encourage sustainable behaviors
among consumers through developing brands with a social mission and
communicating the benefits effectively… The Positive Change Effie
Award is groundbreaking in that it is the first time we are rewarding
marketers for incorporating sustainability strategies in their brand messaging.
The award will look for cases to have at least one of the four key elements:
AWARENESS
TRIAL
PRODUCT SUBSTITUTION
CHANGE IN USE
Making consumers aware of a
sustainable product, service, or
action – an important precursor to
behavior change
Trying the sustainable product
or service for the first time
Switching to a more sustainable
product or service
Using a product/service more
sustainably than before
Get ready, the time is approaching...
2015 EFFIE
AWARDS: POSITIVE
CHANGE
CALL FOR
ENTRIES
ENTRY DEADLINES
FIRST DEADLINE: December 4, 2014
SECOND DEADLINE: December 18, 2014
FINAL DEADLINE: January 12, 2015
ELIGIBILITY
Work that ran between September 1,
2012 and OCTOBER 31, 2014, in the US,
Canada, or Europe will qualify for entry.
ENTER NOW at www.effie.org