Ethical Performance
inside intelligence for responsible business

news aims to galvanise millenials

November 2014

Some of the world’s biggest corporations have combined with the London-based NGO Forum for the Future to bring together businesses and customers to co-operate on sustainable living.

The coalition,, is a non-profit global digital platform aimed at encouraging debate and action by member companies and the public on social, economic and environmental sustainability.

Collectively focuses on “giving a global stage to audiences who are already starting to make life choices that strengthen society, as well as minimising their environmental impact”.

The sustainability principle will apply to buying and investment practices and the sharing of ideas. The organisers of Collectively say: “It represents a unique new approach to the way businesses engage consumers on sustainability.”
Articles, information and solutions from many industries, including fashion, food, design, architecture and technology, will appear in Collectively’s daily updates. Several themes will be offered for contributors’ comments, such as future foodies and smartest cities.

Collectively was formed out of discussions on how to inspire and accelerate sustainability at the World Economic Forum, the international institution committed to public-private co-operation.

The first corporate sponsors were BT, Carlsberg, Coca-Cola, Marks & Spencer and Unilever. More than 20 other multinationals have since joined, including Facebook, Google, Nestlé, Nike and PepsiCo. These companies are now beckoning NGOs, youth organisations and more brands to join.

Will Gardner, chief executive of Collectively, said: “Encouraging people to choose to live, work and play sustainably on a scale that will genuinely make a difference is one of the world’s biggest challenges. We hope to change that through Collectively.”

Jonathon Porritt, founder of Forum for the Future, which promotes environmental responsibility, said: “We want as many voices and opinions on Collectively as possible. Join us, share your stories and help us bring sustainability to life.”

Niall Dunne, BT’s chief sustainability officer, put further emphasis on changing attitudes: “We need to completely shift the way we behave and move to a more conscientious and collaborative model for consumption.

“Luckily, there’s a generation already acting in this way. Millennials are leading the way in demanding more sustainable solutions and it’s up to organisations and companies to scale up their actions.”

Europe | Sustainability

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