Bringing the Ideas to Life
How can the industry translate these ideas into initiatives for action? To begin that process, we qualified the ideas based on several factors:
• What is the added value of the idea? Define the impact for the industry.
• How realistic is the idea? Define how this can be successfully taken forward.
• How different is the idea? Don’t repeat what’s already going on somewhere else.
• How commercially sensitive is the idea? Focus on collaborative, non-competitive industry actions.
This qualification process led to the development of three initiatives that begin to address the Digital World and Fight for Resources mega trends:
• Consumer Engagement Protocol: develop a code of conduct for digital engagement with consumers, which stemmed from the trusted digital consumer engagement idea (Digital World).
• Next-Generation Product Identification: transform product identification and information, which focuses on replacing the current bar code with a more versatile technology and came from the value chain transparency idea (Digital World).
• Sustainable Packaging Consortium: improve the sustainability of packaging across the different value chain stages, which was derived from the idea of collaborative work on standards and processes for sourcing and reusing packages (Fight for Resources). These initiatives and their corresponding action plans are examined in more detail in the following section.