WWF & MIGROS
CASE STUDY
Encouraging Cross-Sector Partnerships For Sustainable Impact
About WWF and Migros sustainability driven partnership
WWF and Migros have been strategic partners since 2009, working towards promoting sustainable consumption and biodiversity. Migros is a Swiss retailer that sells sustainable fishing products, supports renewable energy solutions and products, and works to address the climate change crisis by promoting sustainable products to consumers. WWF is an international non-governmental organization that works to conserve and restore the environment, focusing on wildlife and natural habitat.
1. The Partnership: Analysis of main drive & Purpose
The exciting event that brought WWF and Migros together was their commitment to promoting sustainable practices. Migros became a creative member of the WWF Global Forest and Trade Market (GFTN) in 1998 to help promote environmentally and socially sustainable management of forests. Over time, Migros also started promoting WWF’s water-conserving AquaClics and joined the WWF Climate Group, which supports using renewable energy and climate-friendly products. By 2009, Migros had been working with WWF for over ten years, and they saw the potential for a strategic partnership to achieve even more together.
2. Challenges faced during partnership
- Ensure that all team members are clear on the same concepts
- Differences in cultural norms and communication preferences
- Word definition and goals of the partnership
- Ensuring that all parties are on the same page
To enable effective communication and achieve their objectives, WWF and Migros needed to develop a clear organizational structure as well as a clear definition of words and expectations. This included the establishment of a steering committee with representatives from both organizations to guide the partnership’s strategic direction. In addition, operational implementation was ensured by assigning a dedicated relationship manager at WWF and Migros, who held weekly meetings to discuss issues and ensure alignment on key concepts. This approach allowed for smooth communication between all team members and ensured the partnership’s goals were successfully met.
3. Partnership benefits
a. Enhanced Credibility and Public Perception: By collaborating with a reputable conservation organization like WWF, Migros strengthened its commitment to sustainability and environmental responsibility. The partnership enhanced Migros’ public image, earning the trust of conscious consumers and stakeholders.
b. Access to Expertise and Resources: WWF’s scientific expertise and research capabilities provided Migros with valuable insights for developing sustainable practices and reducing its ecological footprint. The partnership allowed Migros to access a vast network of environmental experts and resources.
c. Sustainable Product Offerings: Through the collaboration, Migros expanded its range of sustainable products and services, meeting the growing demand for eco-friendly alternatives. The partnership enabled Migros to promote responsible consumption and make sustainability accessible to a broader customer base.
Roadmap for Effective Communication
a. Compelling messaging & sense of purpose
b.Stakeholder engagement
c.Success storie
storytelling & real-life examples to engage & persuade people of the partnership's significance.
storytelling & real-life examples to engage & persuade people of the partnership's significance.
The philosophical concept of yin and yang can be used to explain the benefits of strategic partnerships between NGOs and businesses. Yin and yang represent complementary and interconnected aspects of reality, such as light and dark or masculine and feminine. Similarly, NGOs and businesses have different strengths and weaknesses, but when they come together in a strategic partnership, they can create a better whole.
NGOs often have a deep understanding of social and environmental issues and are driven by a mission to create positive change. On the other hand, businesses have resources, expertise, and influence that can be leveraged to make a significant impact. By working together, NGOs and businesses can combine their strengths and mitigate their weaknesses, leading to more effective and sustainable solutions.
Interview for analysis
I conducted an in-depth analysis of the successful partnership between WWF and Migros. My analysis highlighted the critical importance of goal alignment, frequent communication.
Throughout the interviews I conducted with project managers involved in the partnership, I focused on topics such as the motivations behind the partnership, the communication strategies used to engage stakeholders, and the impact of the collaboration on social and environmental outcomes.
These collaborations with industry experts gave me a more nuanced understanding of the partnership and the broader industry context. This allowed me to draw meaningful conclusions from my analysis and provide valuable insights to similar future projects.
Attract partners that match your Vision & ambition
With expertise in communication and coordination, Rawanzo can help you attract, start and sustain the right partnerships with the right communication messaging and outreach, while also improving internal communication and task coordination.