Empowering a global energy efficiency movement

The transition from the former ABB-Alfa Laval initiative to an independent trade association required a strategic transformation. The challenge was twofold: achieving sustainable, balanced growth while uniting a global vision with local relevance. Additionally, passive participants needed to be activated and empowered with the right tools, roles, and knowledge to drive the energy efficiency agenda forward.

Strategic structuring for sustainable impact

To address these challenges, our team structured the project around five critical managerial questions, covering the association’s operating model, positioning, awareness and growth, conversion, and member activation. The approach was divided into several phases, combining in-depth desk research with stakeholder interviews, including EC members, association members, and leaders from other associations, to gain a holistic perspective. Agile sprints and capstone workshops ensured that Energy Efficiency Movement (EEM) stakeholders could provide real-time feedback, keeping the process dynamic and collaborative.

Laying the foundation for long-term success

Through this structured transformation, we developed a future-proof association operating model, outlining roles, responsibilities, pricing structures, benefits, and meeting routines. A positioning strategy was created, complete with brand statements, core narratives, and tailored messaging for different stakeholder groups. Finally, a detailed growth strategy was designed to activate and engage members, ensuring that the movement continues to expand with clarity and purpose.