Rethinking the mission of a Consumer association

In 2022, h2\ worked closely alongside a leading Consumer Organisation in France to help them reposition themselves to better meet the evolving needs and expectations of today’s consumers. As consumers, our relationship to consumption has mutated quite drastically in the past several years as we have transitioned from an era where the major concern was a question of “value for money” to an era where the “end of the month” is pitted against the “end of the world”. Consumers increasingly recognize the inability to consume infinitely in a finite world and this realisation along with its subsequent impact on consumer behaviour directly impacts what consumers expect from a Consumer Organisation.Through extensive qualitative and quantitative research, semiotic analysis, internal interviews, and workshops, h2\ helped this organisation form a structured diagnosis of the issue at hand, formulate a marketing strategy along with an evolution of the underlying business model of the organisation and identify the tactical execution that was necessary to put the strategy in motion. The strategy was based on a clear definition of the target consumer, the value proposition that the organisation brought to the table and the key objectives the organisation wished to accomplish. This was tied into the business model of the organisation, where new avenues of revenue were identified in order to support the ambitions of the leadership team. The entire collaboration was summarized in a Marketing Plan which was subsequently presented and adopted by the board.