During Towards 2020, the International Co-operative Alliance's global conference in Turkey, the Alliance announced the launch of "Building a Better World Now", a global marketing campaign to promote the co-operative identity.
The campaign aims to raise awareness of the model. The early co-operators were visionaries, they asked an important question – what if? What if the world were different? We believe that question is now more than ever relevant to people across the world, and have made it the guiding idea of our campaign. The ‘Co-operatives for a Better World’ marketing campaign has been piloted in countries all over the world.
The campaign originated in the Alliance's Co-operative Round Table, one of the Alliance's many working groups and think tanks, bringing together leading co-operators from primary co-operatives. The campaign was initiated by Round Table member Howard Brodsky, Chairman and CEO of CCA Global Partners, a US based purchasing co-operative that provides access to innovative products, systems and services for other co-ops.
Howard Brodsky: “We know that the co-op business model without question is a better model. We are co-operatives and, more than any other business, provide a better quality of life to people, underpinned by sustainability and democratic control.” Mr Brodsky told delegates at the conference that Millennials saw inequality as the most important current issue. This demographic represents one third of the world’s population and in ten years’ time will make up 75% of the workforce in the world.
“Their values are aligned with co-op values,” said Mr Brodsky. “We have an economic model the world is looking for with social and economic equality.” He highlighted that the emphasis should be on why co-operatives do what they no, not what they do.
“We tell the world what we do. At the heart of what we do is […] put the human beings at heart of the economy. What is our vision for 2020? Co-operatives for a better world. We have a plan to make this happen now. We need to start telling our story, by inspiring our employees, then talk to our one billion members, our biggest stakeholders along with employees.
“One great story can be shared with a million people instantaneously with social media. We’ll make the co-op model the most respected model in the world. It’s our responsibility to take the message to the world, and increase public recognition for general support and consumer choice.”
The campaign is intended to be highly customizable. Co-operators worldwide are invited to use the campaign's tool kit, including a ready to use video template and promotional files in PDF format.