2013-01-15-世界经济论坛-Engaging_Tomorrow_s_Consumer_Executive_Summary_2页_301kb

Industry Agenda Summary: Engaging Tomorrow's Consumer

This report by the World Economic Forum and Accenture explores how companies can engage consumers to drive behavior change for sustainable lifestyles. Key areas include motivating consumers, targeting millennials, and adopting new strategies. Below is the summary:

Execution Summary
The research highlights three main findings and six recommended strategies for companies to enable sustainable lifestyles, with a focus on overcoming consumer confusion about sustainability and targeting emerging markets like urban Asia.

Key Findings:

1. Sustainability needs a makeover: Consumers are often confused by sustainability and find sustainable products expensive or inconvenient; companies must redesign products and use innovative communications to make sustainability appealing and relevant.
2. Millennials are the opportunity: This generation, making up 25% of the global population, is influential, digital-native, and committed to sustainability; urban Asian millennials represent a significant market opportunity for scaling sustainable consumption.
3. Six recommended strategies for companies:
   • "What’s in it for me?" Build the consumer case by aligning sustainability with corporate goals and consumer expectations.
   • "Get with the programme" Engage marketers by integrating sustainability into core activities.
   • "Innovate better" Integrate sustainability into R&D by evaluating performance criteria like energy efficiency.
   • "Involve us" Create digital platforms for consumer collaboration and crowd-sourced ideas.
   • "We believe" Activate employee advocates to promote sustainability.
   • "Count it" Set targets and quantify outcomes for better measurement of initiatives.

The report concludes with a call for further discussion on implementing these insights.