The Consumer Goods Forum’s Healthier Lives Coalition has a key focus on Life Course Wellness, aligning with the World Health Organisation’s ambition to improve health and wellbeing across every stage of life. This initiative brings together retailers and manufacturers to drive impactful physical and digital activations that empower consumers to make healthier choices presenting a clear opportunity to deliver better, more tailored health solutions that meet consumers’ needs throughout their life course.
The Coalition will target three key priorities:
A recent 2025 report by the International Monetary Fund (IMF) brought this into focus, suggesting that a 70-year-old today has the cognitive and physical health comparable to a person in their 50s just two decades ago thus showing that 70 is becoming the new 50. The retail and consumer goods industry has an opportunity to provide tailored solutions that support this trend.
Tailor to Life Stages
Focusing issues connected to different life stages like parenthood or senior years delivers stronger engagement and growth.
Integrate Digital & In-Store Activations
Coordinating in-store and online campaigns can lead to stronger reach and trust from targeted consumer groups.
Collaboration for Scale
Retailers, manufacturers, NGOs, and governments achieve more together than alone.
Co-developed by Kearney, this series showcases practical examples of in-store and digital activations from CGF member companies
Malina Ngai, CEO, AS Watson
Brian McNamara, CEO, Haleon
Thomas Ahlinder, President and CEO, Kerry Europe
In 2023, the Coalition took a step forward in preventative health with the launch of the Preventative Health Playbook co-developed by Kearney. This resource showcases innovative pilot programmes led by CGF member companies, and was developed to support industry leaders who are ready to launch or scale solutions that help people make healthier lifestyle choices.
The Playbook offers more than just inspiration—it provides a practical framework for collaboration, supported by detailed case studies and health maps that spotlight key issues in our priority markets. It features real-world examples from leading companies including Ahold Delhaize, AS Watson, Colgate-Palmolive, Haleon, Kenvue, Kroger, L’Oréal, P&G, Unilever, and Walmart—demonstrating the power of cross-industry action and digital innovation in shaping the future of health.
“Self-care is the ability of individuals, families and communities to promote their own health, prevent disease, maintain health, and to cope with illness and disability with or without the support of a health worker. It recognizes individuals as active agents in managing their own health care in areas including health promotion; disease prevention and control; self-medication; providing care to dependent persons; and rehabilitation, including palliative care.
It does not replace the health care system, but instead provides additional choices and options for healthcare.”
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