World Resources Report: The Shift Wheel: Changing Consumer Purchasing

As part of the WRI’s Working Paper, Shifting Diets for a Sustainable Food Future, The Shift Wheel is a conceptual framework helps us to understand the factors involved in influencing dietary shifts toward sustainability. It is based on marketing tactics that work in the private sector. The Shift Wheel comprises four complementary strategies: minimize disruption, sell a compelling benefit, maximize awareness, and evolve social norms.

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