Milieu Centraal: Evolution not revolution

Developing with the future sustainable consumer

With sustainability becoming more and more mainstream, Milieu Centraal was faced with a critical question. How do to ensure we keep delivering consumers the right support for the sustainable consumer decisions of tomorrow?

Not a revolution but an evolution
Milieu Centraal is a consumer-oriented organization providing content, tips, and tools to make sustainable choices. Together with their leadership team and employees, The Terrace built an organizational strategy with key focus areas and activities. Being a purpose-driven organization from the onset, the goal was not a revolution but an evolution of their existing strategy.

Defining the key strategic question

Building the strategic foundations as well as the practical plans towards 2025, started with a solid deep dive. Understanding the needs of consumers and policymakers regarding the sustainable transition. The question we wanted the strategy to answer is: How can Milieu Centraal keep supporting consumers – not only the first movers! – into making sustainable decisions both online and offline?

The work brought us to a decided focus on always delivering a practical next step for consumers. Both through its content platform, interactive challenges and tools, and offline in shops in collaboration with retailers and other companies. Employees could provide their input twice, resulting in realistic time- and resource allocation.

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