The consumer Goods Forum

CHAPTER 5
HEALTH & WELLNESS ENABLERS
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CHAPTER 5
HEALTH & WELLNESS ENABLERS

The CGF provides support around three enablers: Measurement & Reporting, Stakeholder Engagement & Management and Communications.

This chapter also looks at how the industry is actively exploring strategic initiatives around scaling up community programmes.

MEASUREMENT & REPORTING

The CGF reports annually on our members’ progress in implementing Health & Wellness initiatives in order to engage, inspire, activate, and show progress to our stakeholders. The specific aim is to show continuous progress against our five-year plan for implementing the Resolutions aand Commitments across all member companies.

The annual report helps to:
BUILD

Build a common understanding of the overall context of health and wellness

ENGAGE

Engage companies to get involved in collective action in health and wellness

CREATE

Create a global view of health and wellness initiatives for our industry

As set out in the Health & Wellness Pillar’s 2014-2019 plan, the annual report will continue to evolve. We aim at making this the leading global report on progress on the implementation of health and wellness initiatives in our industry. It should help individual companies to empower their employees to manage and drive progress and to make the efforts visible and valued by external stakeholders.

THE CGF HEALTH & WELLNESS PROGRESS REPORT

The CGF encourages you to participate in our next survey, provide your comments to the measurement and reporting taskforce, and actively contribute to building the next Health & Wellness report.

We are aiming to track evolution and learn from implementation ‘best practices’. We realise that many companies are at different stages of innovation and may be at the level of either internal commitment, or published commitments. We encourage the entire CGF membership to move up the ladder on a step by step journey towards ‘best practice’.

The KPIs we aim to track across Health & Wellness include:

EMPLOYEE HEALTH & WELLNESS
  • Publication of employee wellness policy, including quantified company objectives to improve employee Health & Wellness in corporate communications
  • Percentage of workforce participating in employee Health & Wellness programmes
NUTRITION AND PRODUCT FORMULATION
  • Publication of nutrition policies, including quantified company objectives to provide the nutritional composition of products, in mainstream financial reports, CEO statements, or corporate communications
  • Percentage of sales that are compliant with your company product formulation objectives
PRODUCT LABELLING AND CONSUMER INFORMATION
  • Measure the number of companies displaying eight key nutrients on the back-of-product packaging: energy, carbohydrates, total sugars, fibre (except EU), protein, fat, saturated fats, sodium
  • Measure the number of companies displaying calories front of pack
ADVERTISING TO CHILDREN
  • Number of CGF member companies that are publicly endorsing and implementing the World Federation of Advertisers guidelines

To view our progress take a look at the 2015 edition of the report.

Our initial findings show significant progress, with three of the four commitments completed by more than two-thirds of respondents.

Our CEO’s message on the importance of measurement and annual reporting as a critical driver in ensuring our industry takes action and in enabling us, as an industry, to learn from our efforts can be seen here.

You should tell your story – we’ll share it.

CHAPTER 5
HEALTH & WELLNESS ENABLERS
STAKEHOLDER ENGAGEMENT & MANAGEMENT

The CGF has identified the need for proactive and consistent stakeholder engagement to build broader support for the CGF programmes and make our industry effort known to a wider public. Stakeholder Engagement & Management efforts will work to:

Promote the Resolutions, Commitments, and achievements of the CGF and its members, as well as the value delivered to consumers, shoppers, and the communities the consumer goods industry serves

Build on existing good practices and leverage existing knowledge and frameworks

Identify the stakeholders the CGF needs to engage collectively as an organisation or as individual companies, and what makes them tick

The CGF Health & Wellness Steering Committee has developed a comprehensive roadmap for internal and external stakeholder engagement and management that includes:

  • Mapping the key CGF stakeholders into clusters
  • A rationale for engagement, as well as the expected outcome for each cluster
  • Strategic alliances to ensure both broad regional and local outreach to businesses and members

In addition to the collective stakeholder engagement driven by the CGF, it is essential for individual member companies to put in place your own stakeholder engagement and management plans so you can:

Promote and cascade the CGF’s Health & Wellness engagements and directions within your own organisation, as well as within the industry bodies you work with locally, regionally or globally

Promote and measure your own commitments and achievements

Report back to the CGF Health & Wellness Steering Committee on any emerging themes or change of priorities among your global, regional, or local stakeholders

CGF members and other companies are welcome to build on the CGF Stakeholder Engagement Approach and Roadmap to help structure their own internal approach to stakeholders.

Things successful companies do:
  • Champion or champions to drive the approach across the organisation
  • Single point of contact for external stakeholders, fronting a multidisciplinary team
  • Mapping of the internal and external stakeholders per issue/opportunity
  • Clear set of goals and a mapping of the goals to a stakeholder engagement roadmap
  • Involve the relevant external stakeholders: government and NGOs, trade groups and civil society
CHAPTER 5
HEALTH & WELLNESS ENABLERS
COMMUNICATIONS

The CGF is committed to helping our members realise success in Health and Wellness, as we believe that not only is it the right thing to do, but it makes sound business sense to invest in the healthy lives of consumers. We have lots of resources and expertise to help companies along their Health & Wellness journey. For further information or advice, please reach out to us. We are happy to help.

Many of our members have already made good progress on their Health & Wellness commitments, and we can learn from their successes. Take a look at our multimedia section for more member experiences.
CHAPTER 5
HEALTH & WELLNESS ENABLERS
LOOKING AHEAD

As we work towards our next CGF summit in Cape Town in June 2016, we are committed to advancing our efforts in health and wellness and engaging members and external stakeholders on the journey. One area that we are actively exploring as a strategic initiative is building our members’ involvement in community actions and programmes. Currently, the CGF is evaluating how to better scale up community-based programmes using the experience and best practices of multiple stakeholders and is looking at how to better build collaborations between our members – retailers and manufacturers working together – and local community partners. We will provide CGF members with an update in 2016.

As an example, the CGF identified two possible organisations that are delivering community programmes focused on promoting active and healthy lifestyles: EPODE International Network (EIN) and the Healthy Weight Commitment Foundation (HWCF).
EPODE

This programme is focused on preventing childhood obesity and promoting healthy lifestyles. It was started in 1992 in France, where it has demonstrated efficacy, and it is now being implemented in 29 countries. It could be described as working “bottom up” by engaging primarily at the level of cities and local communities, with the objective of changing the environment around the child to ensure better health outcomes.

healthy-weight

This programme is focused on inspiring active and healthy living. It was started in the US in 2010 and has been implemented nationwide. It could be described as working “top down” by engaging with both national and local institutions to drive implementation.

Our objectives, with regards to community actions, are to contribute to healthier lifestyles by translating our resolutions and commitments into action at the community level, and to work towards providing opportunities for long-term behaviour change.
community-action-model

Once a community action programme is in place, would like to measure outcomes through a 3-step approach:

Step 1: Increased basic awareness of health and wellness
Step 2: Improved Choices / Eating practices
Step 3: Positive health impact

The role of the CGF within these actions would be:

  • To create a movement for collective action by supporting best practices and the unique capabilities of the industry in communities around the globe;
  • To identify existing programmes / pilots that CGF companies can support and share best practices;
  • To promote and match make collaboration opportunities for CGF members – invite and encourage others to join action;
  • To identify common denominator(s) that CGF can repeat and scale; and
  • To ensure we promote an approach that meets the Community Action criteria and is:
    — Simple and pragmatic approach;
    — Easy to follow and communicate at all levels in the organisation;
    — Will stimulate the local community / FUN; and
    — Enables excellent execution.
COMPANY EXAMPLES

We have also included examples of our members’ efforts in community programmes in the practical examples section.

PRACTICAL EXAMPLES
CHAPTER 5
HEALTH & WELLNESS ENABLERS
GLOSSARY

While every effort has been made to present accurate and up-to-date definitions, this glossary should be used as a resource, not as an authority. Users should refer to national authorities for local references. The list of terms included is not intended to be either exhaustive or exclusive. This glossary is openly available for all to use, and we hope you can help to improve and expand it.

Health and Wellness Glossary
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