Marketing Strategies for Sustainability: Building Consumer Demand for Safe Water
The financial and operational sustainability of decentralized water supply (referred to as small or safe water enterprises) depends on consistent revenues to cover ongoing operation and maintenance. However, water consumers often choose free sources and, with inadequate revenues, systems often fail forcing consumers to resort to unsafe sources. A Dalberg study on Safe Water Enterprises notes that improving understanding and engagement of consumers is critical to realize sustainable safe water supply.
A growing number of organizations are focusing on marketing efforts to build consumer demand for safe water. Affordability, convenience, and reliability are three key factors consumers value; therefore, organizations need to balance financial viability and affordability, while maximizing convenience and ensuring reliability.
Safe Water Network will share insights based on findings from consumer tracking studies in India and Ghana, and its marketing programs and innovations to respond to consumer demand for affordable, convenient, and reliable safe water.
Danone Communities will discuss global trends and successes as well as the role of marketing in achieving sustainability, based on its experience supporting social businesses providing safe drinking water to the bottom of the pyramid.
This sofa session will promote sector-wide visibility to the consumer proposition for safe water enterprises, and the need for sector-wide collaboration.
Consumer Activation in India - Part 2Report describes campaign to increase household adoption and safe water purchases developed based on results from consumer research and illustrates short impact of the campaign on sales.
Price Change and Station Performance in GhanaThis report describes the Impact of Price Increases on Station Performance and Inclusiveness in Ghana
Paul Newmans Social Enterprise Now Provides Clean Water To Nearly 1 Million Peoplehttps://www.forbes.com/sites/nishacharya/2018/03/08/paul-newmans-social-enterprise-now-provides-clean-water-to-nearly-1-million-people/#215c96fa76ee
Describes the model and approach taken by Safe Water Network to improve access to safe water and its success in providing safe water through partnerships with communities and other relevant stakeholders like the government.