Changing the Public Narrative on Nutrition

Situation

In 2019, for the first time in history, more people died from overeating unhealthy food than from starvation. My clients, leaders in the global food supply chain, knew they needed to tackle this issue but were unsure how to balance addressing the public health crises with competing in the worldwide economy.

Insights & Action

I spearheaded a dynamic collaboration with the World Economic Forum to confront this challenge head-on. First, I directed consumer research to uncover the emotional, cultural, and habitual barriers to healthier eating. Then, I proposed an innovative change framework to guide our coalition towards impactful solutions. To amplify our message, I led the charge in publishing a compelling public point of view through the World Economic Forum's platform, linking enhanced nutrition to societal resilience.

Results

Our coalition partners committed to ongoing efforts to address this critical issue. The World Economic Forum's board supported our initiative, elevating nutrition to their "Agenda" and securing additional resources, funding, and visibility for our project. We also established long-term goals and a strategic roadmap, including a major push for public marketing.