Make no mistake, the health and wellbeing of consumers around the world is under threat. We are facing a global challenge, with existing health care structures facing increasing challenges and economic burdens. There are over two billion people overweight or obese in the world, and we can expect a near 50% increase in the prevalence of diabetes from 2017 to 2045, and the number of people over 60 years of age is set to triple by 2100 to almost three billion. Consumers and our employees want to be empowered to make changes to their health and wellbeing, so they can live healthy and more active lifestyles for longer. People are craving change, and we recognise our industry’s role in both preventing illness and in empowering people to live healthier lives.
Collaboration for Healthier Lives (CHL) is about addressing this need. It is a global movement led by manufacturers, retailers, public health authorities and local communities. It’s about making healthier decisions easier and habitual for people in every community around the world. We will explore, experiment, innovate and evolve business models to support positive change, while sharing data and knowledge at scale, cross-industry. Consumer health is not a competitive advantage; it’s a basic human right. And, it’s clear no company can solve this issue alone. Collaboration is needed at scale and across sectors if we are to play the necessary role in the health and wellbeing of people.
We want to go beyond the basics of compliance and build flagship moments for the industry. We can achieve this by focusing on topics where we can have the greatest, positive impact and use our industry strengths to collaborate and innovate to help people live healthier lives.
CHL started as a desire by Health & Wellness members, as well as guidance from the CGF Board, to explore ways to impact communities across a broad and more holistic set of health indicators.
The CHL working group, co-chaired by Danone and Walmart, oversee the design and execution of several collaborative models to help us learn more about how retailers and manufacturers can jointly create healthier practices and customers live healthier, as well as work collaboratively with public health authorities.
Our vision is to achieve positive change in the stores, for our own people and in the communities where we operate.
We will measure, learn and evaluate our impact with independent academic leaders on our progress towards healthier baskets, based on local dietary guidelines, increase awareness and access to preventative services and see incremental sales for healthier products in participating stores.
More specifically, we have three core KPIs for each regional campaign: two are at the global level, while the third is dependent on the objectives of each local campaign. Globally, we are focused on driving healthier baskets and increasing awareness on how to live healthier. Regionally, we are addressing the needs of the local community, so specific KPIs could relate to diet-related concerns, smoking, mental health or aging, etc.
We are a “DO TANK” co-developing programmes through the first coalition of players cross industry and beyond that are willing to act together, sharing three common convictions:
By acting together, retailers and manufacturers can engage towards healthier baskets.
Experimenting together with local stakeholders, public health authorities and academics leaders, is the best way to learn and to impact at scale.
Business, innovations and new business models will emerge from these initiatives as a force of good.
To drive positive action within communities around the world, we have begun to support initiatives that can be cloned and scaled to move beyond 1:1 collaboration. We currently have activities taking place around the world, from the Americas to Europe to Asia, with more in the pipeline.
People want to live healthier lives and expect the consumer goods industry to play a role to help them meet their health and wellbeing needs. Through the CGF’s Collaboration for Healthier Lives initiative, our approach is to have greater retailer-manufacturer collaborations and scaling up of programmes that bring together many-to-many to help inspire healthier communities and create a culture of prevention.
There is a clear opportunity for business to really contribute to public health and a culture of prevention, and members of the CGF acknowledge this fact as part of a shared responsibility. Join one of our regional initiatives to explore how your company can help consumers take incremental steps towards living healthier lives and inspire communities around the world.