PARIS 14th March 2024: The Consumer Goods Forum (CGF) Collaboration for Healthier Lives Coalition of Action today released a playbook for companies looking to launch or accelerate preventive health initiatives. Developed in partnership with global management consulting firm, Kearney, the playbook will enable businesses to offer consumers healthier options and encourage consumers to make better and healthier choices. The playbook aims to address health issues in regions where CGF member companies operate, particularly Asia, Latin America, and North America, to drive more targeted and impactful initiatives.
The publication of the playbook follows the launch of a Preventative Health workstream, with retail and manufacturer participation including AS Watson, Ahold Delhaize, Grupo Alen, Haleon, Kenvue, P&G and Unilever.
As part of the Coalition of Action’s broader mission of “empowering people to live healthier and more sustainable lives”, CHL is committed to improving the accessibility, affordability and visibility of healthier and more sustainable products while contributing to preventative health.
Brian McNamara, CEO, Haleon says,
“As a Board Co-Sponsor of the CHL Coalition of Action I believe that, through CEO engagement and by coming together as manufacturers and retailers, we can help scale preventative health solutions – empowering more people to take active self-care of their health.”
Titled the “Digital Solutions for Preventative Health Playbook”, data is given particular importance, especially as an enabler of behaviour change, measured through online tools, applications and community support networks. An executive summary is also available, highlighting the high-level benefits and successes of digital tool integrations into preventative health initiatives.
The Playbook features:
Malina Ngai, CEO, AS Watson (Asia and Europe) said,
“At AS Watson, we believe that promoting preventative health is crucial to improving wellbeing for all. We are committed to encouraging more companies to join this purposeful movement, prioritising the physical and mental health of our customers for a better quality of life.”
According to the World Health Organization (WHO), by 2030 preventive healthcare, through prevention and treatment as well as promotion of mental health and wellbeing can reduce premature mortality from non-communicable diseases by one-third.
Sharon Bligh, Health and Sustainability Director, The Consumer Goods Forum said,
“We aim for this playbook to serve as a guiding light for companies seeking to develop health initiatives using innovative digital technology, establish live pilots, and expand their impact across markets.”
