MAGNO CONSUMER INSIGHTS – Month 10: Engaging Consumers and Businesses
In the tenth chapter of our Consumer Awareness Campaign, we focused on engagement. Because awareness alone does not transform systems; engagement does.
This month, MAGNO explored how consumers and businesses can move from passive roles to active participation in the transition toward more sustainable packaging and circular systems. From communication strategies that truly connect, to consumer advocacy tools and responsible business models, the spotlight was on collaboration.
The key message? Real change happens when informed citizens and responsible businesses meet in the middle, and push together.
Through four articles, we examined how engagement can be built, strengthened, and sustained across communities and markets.
1. HOW NGOs CAN BUILD AWARENESS THAT TRULY WORKS
We opened the month by looking at what makes sustainability communication effective. In a world saturated with messages, attention is scarce. This article explored how NGOs can connect through human stories, emotional resonance, simple but meaningful language, and one clear action. It also stressed the importance of ethical communication — avoiding victim narratives and “saviour” framing — and keeping dialogue open. Engagement begins with trust.
2. ENGAGING AND EMPOWERING CONSUMERS: ENVIRONMENTAL STORYTELLING
The second article examined how storytelling transforms abstract environmental challenges into relatable experiences. Instead of overwhelming audiences with data or guilt, it highlighted the power of narratives rooted in everyday life — moments at the supermarket, in schools, or within communities. By shifting from individual blame to collective stories, engagement becomes shared rather than isolating.
3. FROM SHOPPERS TO ADVOCATES: HOW CONSUMERS CAN INFLUENCE BRANDS
Engagement does not stop at understanding — it extends to action. This article explored how consumers can pressure brands to rethink packaging models, challenge greenwashing, and engage with EU policy processes such as the PPWR. From digital accountability tools to collective campaigns, the message was clear: consumers are not just buyers — they are political and economic actors.
4. GOOD BUSINESS, BETTER WORLD: ENCOURAGING RESPONSIBLE PRACTICES
We closed the month by turning to businesses. Across Europe, companies are experimenting with reusable systems, renewable energy, regenerative agriculture, and circular design. This article highlighted how responsible business practices can align profit with long-term sustainability. It also underlined the role of policy frameworks and collaborative initiatives like MAGNO in creating the conditions for these models to scale.
MAGNO CONSUMER INSIGHTS: Good Business, Better World: Encouraging Responsible Practices
At MAGNO, we believe engagement is the bridge between awareness and transformation. Month 10 showed that sustainable change is not a one-sided effort — it requires informed consumers, accountable businesses, and supportive policy working together.
Because circular systems are not built by one actor alone. They are built through collaboration.
Stay tuned as we continue exploring how connection, dialogue, and collective responsibility can drive Europe toward a more sustainable future.
