PSP Sustainability Initiative

In the case of Wal-Mart, Citizen worked together with lead consultants Act Now to reframe sustainability around the concept of personal health, wellness, community, and overall quality of life. And we sought to do so in a fresh, easy-to-understand manner in order to engage and inspire Wal-Mart’s 1.3 million U.S. Associates. We helped design, create, and prototype the tools for “Wal-Mart Smart,” the program that lead to creation of the Personal Sustainability Project (PSP). It is considered the largest grassroots initiative ever undertaken in the corporate arena.



The resulting work was a mix of bottom-up and top-down communications. In addition to PSP videos and training tools, print ads defining the company’s goals were created in order to signal the sea change to business and thought leaders. Through these integrated materials, we helped Wal-Mart create change from the bottom up and make the connection between healthier people and a healthier planet, all the while being fundamentally good for business.