Market-based approach for achieving social goals:
WTO aims to drive a market-based strategy to deliver sanitation and to accelerate the progress towards meeting the sanitation Millennium Development Goal (MDG) target to reduce by half the proportion of people without access to basic sanitation by 2015. If current trends continue, there will be 2.4 billion people without basic sanitation in 2015.
WTO visualizes the 2.6 billion toilet-less as potential customers. Formally ignored and neglected as potential consumers, the people at the so-called “bottom of the pyramid” have recently become the focus of parts of both the corporate and development community. Partly thanks to an ideological shift in thinking about markets, as well as due to new technological developments, this group is suddenly seen as a new and promising market, in which the sheer number of potential consumers compensates for their little individual purchasing power
Why Sanitation is Off track to meet the MDG?
Today’s market for sanitation is dysfunctional, due to muted demand, low priority among individuals, low capacities in appropriate technologies and lack of (freely) available sanitation designs for mass production thus preventing an efficient market for sanitation from emerging. Dependence on donations is not sufficient to solve the problem of such a vast magnitude. Market based approach is required to address the problem at a large scale
WTO is committed to building the efficient market infrastructure. WTO wants to drive demand through awareness, mindset change, low pricing and stylizing toilets so as to make it a symbol of status and owners pride. On the other hand WTO wants to install efficient market infrastructure. The objective is to create Integrated Supply Chain:
In phase 1, WTO aims to reach out to 3 million people, approximating to about 500,000 families in India and China.