How Can Development-Driven Demand Creation Boost Company-Led Marketing?
Driving demand for clean cooking remains a challenge. While some countries have seen incremental increases in sales and usage, overall growth has been slow, and behavior change interventions designed to boost demand across a range of options have had mixed results. This session will apply lessons learned from demand creation efforts – both from within and outside the clean cooking sector – to identify opportunities for development-focused organizations to complement company-led marketing initiatives. The session will feature marketing experts in fast-moving consumer goods, creative advertising, and international development, who will offer unique perspectives on increasing consumer demand. Participants will also make recommendations about the unique roles that different organizations can play to stimulate widespread uptake of clean cooking products.