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1、Designing for a waste free future Understanding the impact of waste on people,planet and the economy and how disruptive innovation can drive consumer behaviour.3DESIGNING FOR A WASTE-FREE FUTUREThe great waste challengeThe worlds waste mountain is growing,particularly in emerging markets.The good ne

2、ws is that many people want things to be different.They know that the current levels of waste are bad news,and they think that much of it could be put to better use.In India,for example,our Planet Pulse research has found that 64%think food waste could feed people in need or discarded clothes could

3、dress people in need.They want brand owners,the people who supply them with the goods and services they use every day,to help them with this challenge.24 of the 38 categories we track in the Sustainability Sector Index are strongly associated with overpackaging,non-recyclable packaging,landfill,over

4、consumption and waste.Consumers are looking for businesses to prioritise waste reduction.They want brands to solve the overconsumption and waste issue by supporting sustainable purchase behaviours,using of alternative sustainable materials,not promoting disposable products,for example.Global waste i

5、s projected to hit 3.4 billion tonnes by 2050.Business needs to step up to the great waste challenges and the business opportunities it presents by helping people adopt new behaviours.32We think theres a huge opportunity for brands that get this right.Its time to step up and help tackle the big wast

6、e challenge.In this booklet,well look at the scale of the challenge,how brands can meet consumer demands for a life with less waste,why different groups need specific messages,and the power of smarter design and partnerships to deliver real change.5DESIGNING FOR A WASTE-FREE FUTURE45Consumers expect

7、 brands to tackle waste.Its one of the five key UN Social Development Goals that consumers want progressive businesses to tackle,sitting alongside climate,biodiversity,human rights and healthcare,according to our Sustainability Sector Index 2022.Consumers expect progressive businesses to tackle thei

8、r contribution to the waste crisis as well as encouraging positive behaviours such as reduce,reuse,recycle.Waste is a major issue They demand that companies dispose of hazardous waste properly,use sustainable materials in production,do not promote disposable lifestyles,nor pollute water and the air.

9、Unlike some of the other global sustainability challenges,consumers feel they have some agency in this area.Many are already taking their own actions to reduce food waste,such as taking their own bags for shopping as well as recycling what they can.Brands can inspire further action and change.The co

10、llective goal must be to decouple waste generation from economic growth and rising living standards.That means shifting mindsets and behaviours from take,make and dispose to reduce,reuse and recycle.Globally,up to a third of all food,with an estimated value of$1 trillion,is lost or wasted,each year,

11、for example.There is a huge opportunity for brands to help turn the tide by creating value for people,planet and the economy.Data from Kantars Who Cares,Who Does study shows that those people who are actively taking actions to reduce their waste footprint are spending more than$1.1 trillion annually

12、 in FMCG alone.Electronic waste could be worth$57 billion annually but only 20%is currently being recycled and being used to help build new products,according to the World Economic Forum.Waste is a hot topic for 24 out of the 38 business sectors covered in Kantars Sustainability Sector Index 2022.Br

13、ands need to address these negative associations or potentially lose consumer relevance.In short,there is a huge opportunity for brands to make it easier and more rewarding to live waste free.Waste is bad for theenvironmentAny kind of Waste is just like throwing money awayWasted food could feed peop

14、le in need or discarded clothes could dress people in needGlobal60%55%57%UK57%62%62%India64%62%63%China52%48%64%1Source:Kantar Planet Pulse December 2022.7DESIGNING FOR A WASTE-FREE FUTURE76CASE STUDY:Regenize offers cash for recyclablesSouth-Africa-based Regenize collects separated rubbish directly

15、 from users offering Remali a virtual currency that can be spent with Regenize partners in return.Users track their recycling and Remali rewards on an easy-to-use app.For those who dont have access to a smartphone,Regenize also offers Simplified Remali that can be redeemed in participating shops suc

16、h as South African supermarket Pick n Pay instead of online,which further helps to boost the local economy.Though currently only available in certain parts of South Africa,Regenize has plans to go national within five years,and then expand across Africa.9We can all see the volume of waste coming in

17、and out our homes.After all,we are responsible for putting it in the bin or the recycling.DESIGNING FOR A WASTE-FREE FUTURESmart design can dramatically minimise household waste.Brands can help by designing minimal waste into their products and services.98Some consumers are taking action but theres

18、still a value action gap.Whilst people say one thing,far fewer actually do it.Think about people buying products that are reusable or refillable,for example,45%of consumers tell us they want to use them but only 21%buy them,according to data from the Sustainability Sector Index 2022.This creates an

19、opportunity to design solutions that will drive change,close the value action gap and unlock the business opportunities.The opportunity in environmentally friendly packaged FMCG products alone stands at$991 billion.Consumers say they dont buy products that use minimal packaging,for example,because t

20、hey are too expensive,they dont exist or they require the consumer to compromise on quality.But they would alter that approach if brands used minimal packaging that delivered an even better experience,actively encouraged change,and the decision didnt require any compromise on quality.Less packaging

21、has become a hygiene factor in most categories today.The removal of excess packaging in the product and its delivery materials is common sense and high up the consumer wish list.3945373827132115178Buy products made fromrecycled materialsBuy products that arereusable/refillableBuy products that avoid

22、single use plasticBuy products that useminimal productpackagingBuy products that aremade with energy efficientproduction methodsValueActionValue-Gap per Behaviours(%)Design for the mainstream2Source:Kantar Planet Pulse December 2022.11DESIGNING FOR A WASTE-FREE FUTURECASE STUDY:CauliBoxes make takea

23、way packaging reusableCauliBox seeks to help UK restauranteurs make the most of slim business margins while also improving sustainability practices.The company provides food businesses with recyclable takeaway food boxes and coordinates the pick-up,cleaning,and redelivery processes that make it poss

24、ible to switch from single-use to reusables.Boxes and cups are made from BPA-free polypropylene,and each piece of packaging is usable at least 400 times before being recycled.Smart return kiosks track every piece of packaging,and consumers use an app to record their returns.Loyalty points reward reg

25、ular customers,and boxes can be dropped at any return location.CauliBoxes are used by organisations in the UK such as Age UK,Morrisons,and Westminster(London)City Council.1110131312DESIGNING FOR A WASTE-FREE FUTUREPeople will change faster when they see the benefits.Brands need to make the sustainab

26、le choice the easiest,most meaningful and most rewarding option.EASY means overcoming existing frictions.For example,helping people find and understand information or making these options more affordable;MEANINGFUL means communicating the personal benefits in a way that connects for example,motivati

27、ng people by making sustainability socially desirable;REWARDING means encouraging a new behaviour by delivering an even better experience or providing incentives.By designing products and services that that make it easier to behave sustainably,brands can bring more people on the journey.RAW MATERIAL

28、SUpcycle materials&Ingredient SourcingMANUFACTURING/PRODUCTIONPackaging&Format TRANSPORTATIONRETAILFormat&ExperienceREUSE/RECYCLE/RECOVERCONSUMPTIONEfficiency RefurbishingReduction&CommunicationsPackaging offers businesses an opportunity to deliver in all these areas and the reduction and removal of

29、 excess packaging is one way to deliver.In Quick Service Retail,for example,Burger King has banned straws and no cutlery is provided as standard.Offering services that enable sustainable purchase behaviours,such as recycling or refurbishing is also critical.This is the number one global action that

30、consumers think brands should address when it comes to overconsumption and waste.Make sustainability easy,meaningful and rewarding315Global home furnishing giant IKEA has created a service that makes it possible to give unwanted furniture a second life.It has launched an upcycling initiative to enco

31、urage shoppers to return their unwanted items in exchange for IKEA credits.In Australia,the scheme was piloted in 2020 before returning in 2021,attracting 3x times as many buybacks.In 2022,the programme was made permanent and has since partnered with the domestic violence charity RizeUp to support t

32、hose in need.DESIGNING FOR A WASTE-FREE FUTURE1514CASE STUDY:Ikea launches upcycling scheme 17DESIGNING FOR A WASTE-FREE FUTURE1716CASE STUDY:BMW rethinks car construction BMWs iVision Circular concept car is designed to solve the problem of working car parts going to landfill because they are too h

33、ard to remove.Instead,the car has been optimised for closed material cycles with the long-term ambition of building a car that is 100%recyclable.Key components are detachable so updates can be made to prolong the life of the car,as well as providing the capacity to dismantle parts and repurpose mate

34、rials.1918DESIGNING FOR A WASTE-FREE FUTURENot everyone will respond in the same way to the same message or product option.Our research indicates there are broadly four groups of consumers globally:Actives are much more likely to believe that they can make a real difference through their actions.The

35、y will go out of their way to make a difference if they believe in it.Considerers are on the fence about whether they can make a difference through their choices.Believers are heavily influenced by social factors,thinking their choices show others who they are and what they believe in.Dismissers are

36、 characterised by their apathy to all things sustainable.They will not change unless forced.Identifying the key groups and designing local interventions that reflect the cultural context and everyday realities of critical audiences will make a greater impact.Some brands are already building connecti

37、ons with these core groups.Oatly,for example,over-indexes significantly amongst Actives.Its company mission to boldly address climate change through plant-based alternative to diary,a transparent food chain and packaging made from renewable paper material originating from responsibly managed forests

38、 that can be recycled ticks many boxes for this group.Milo by Nestle is a household chocolate-flavoured malted drink that has appealed to Considerers by moving to paper straws.The brand launched with a campaign revolving around the idea of“Just one plastic straw it IndonesiaIndiaGlobalUKBuy products

39、 that use minimal product packaging Top FrictionsToo expensiveNo other sustainable alternatives knownRequires a compromise in quality#1#2#3Index 139Index 134Index 111Too expensiveRequires additional physical effortDoesnt occur to me#1#2#3Index 182Index 111Index 108No other sustainable alternatives k

40、nownRequires additional physical effortToo expensive#1#2#3Index 134Index 126Index 115Requires a compromise in qualityRequires additional physical effortToo expensive#1#2#3Index 150Index 117Index 113may cause more harm than you might think.”For Believers,Swell has managed to drive success of its styl

41、ish steel water bottles through the social badge that the brand and product choice brings to the people who use it.Dismissers are unlikely to change unless presented with more sustainable options,such as Burger Kings decision to remove cutlery altogether.The different levels of consumer engagement w

42、ith social and environmental issues require different interventions.Marketers need to explore how to guide their brand through this matrix in order to help consumers on their journey.Brands also have to factor in differences by geography.When we look at what fuels people to buy sustainable products

43、as well as what hinders them,the top friction in the UK is Too Expensive,but in India it is Requires a Compromise in Quality.Context and outcomes are key to design421DESIGNING FOR A WASTE-FREE FUTURE2120CASE STUDY:Burger King makes meat a more conscious choice Burger King in Austria turned the table

44、s on the traditional burger by making the vegetarian choice,the go-to choice.In Summer 2022,customers who came into its stores were asked if they wanted“regular or meat”,with the new choice promoted on menus in store and by staff at ordering points.The Quick Service Restaurant now offers a good vari

45、ety of plant-based options.The aim was to challenge consumers to think about what is normal and encourage people to try an alternative they might not have before.2322DESIGNING FOR A WASTE-FREE FUTURESolving sustainability issues requires us all to think big and differently.Brands may need to rethink

46、 many of their current business practices,from design to transportation to marketing and activation.Its challenging but its also a huge opportunity if brands are willing to see beyond the short term.Real sustainability means addressing fundamental issues and exploring new,low waste ways of doing bus

47、iness that will drive behaviour change.When brands start thinking holistically and systematically about the root causes of waste in their business,there may be hundreds of legacy issues.Partnerships offer a way to create new business models and amplify the pace of transformation outside current ways

48、 of working.Partnerships drive innovation5Source:Kantar Sustainability Sector Index 2022.Which action(s)should businesses prioritise to solve for overconsumption and Waste Global%Offer services that enable sustainable purchase behaviours(e.g.refurbishment,repair,sharing,etc.)Find alternative high-qu

49、ality sustainable materials to use in productionStop promoting a disposable product lifestyleRun education programmes that highlight the social and environmental impact of food waste43%41%38%34%Reckitt has partnered with start-up Siklus in Indonesia to drive the adoption of refillables through effec

50、tive e-commerce and delivery systems,for example.In Japan,retailers work with the government to incentivise green behaviour through loyalty points.Consumers who buy energy efficient appliances or opt for more eco-friendly packaging are rewarded with points that can be put towards other purchases.Peo

51、ple want brands to adopt models that are more in line with circular economy principles that means looking at areas such as refurbishment,repair,sharing and the use of alternative high-quality sustainable materials in production.They also want brands to play their part in driving wider societal chang

52、e through the role they play in culture.By not promoting a disposable product lifestyle,brands have the power to reframe the narrative and change the norm.25DESIGNING FOR A WASTE-FREE FUTURE2524CASE STUDY:Waste-free vending machines in Indonesia Nestl is piloting refillable vending machines for bran

53、ds Milo and Koko Krunch as part of its efforts to explore novel solutions that help to eliminate the need for disposable packaging.Working in partnership with the start-up Qyos by Algramo,the machines will be available at two local retailers in Indonesia for a four-to-six-month trial period.Consumer

54、s can bring their own containers or they can buy provided containers that are available at each of the locations.QR codes allow them to access product information that is typically found on packaging,such as ingredients,nutritional values and shelf life.The company has previously run more than 20 pi

55、lot tests for reuse and refill systems in 12 countries.2726DESIGNING FOR A WASTE-FREE FUTUREFive steps to a reduced waste world1.Designing for success Focus on the ultimate outcome.If the ultimate outcome is a net positive impact on the world,then incremental innovation on packaging is a positive st

56、ep;however,its just the start.2.Take everyone on the journey The biggest opportunity will be designing products that bring as many people on the sustainability journey as possible.Waste is a topic that touches many people and is a real opportunity to design for mass adoption,even if different segmen

57、ts need to be activated in different ways.3.Make it easy,meaningful and rewarding Brands have a role to play in helping people make more sustainable choices.Think about the value chain in totality.Embrace behaviour change principles and rethink processes for design and execution.4.Context is king Id

58、entify the global issues but design local interventions that reflect the cultural context and everyday realities of the target audience.5.Seek holistic solutions Dont just paper over the cracks.Transformative change means addressing the root issues,rather than the symptoms but in a genuine and effec

59、tive way,for example,through partnerships.It may even be time to see competitors as collaborators.27262928We have a specialised Sustainable Transformation Practice to guide your brand through the shaping of strong ambitions and actions.Our approach to sustainablebrand-building stretches from strateg

60、ic framing through innovation and comms activation to measurement programmes.How can Kantar help 2928STRATEGIC FRAMINGDevelop your Sword&Shield strategy focusing on concerns that fit your category and brand purpose.Understand and prioritise different audiences,including under-represented populations

61、.And define how your brand can deliver it in an authentic,unique and consistent way.MEASURING IMPACTEnsure your brands initiatives are making an impact and driving ROI.Benchmarking and brand value metrics provide a strategic feedback loop needed to drive progress across stakeholder audiences.SUSTAIN

62、ABLE INNOVATIONPut sustainability and underserved high-growth populations at the heart of your innovation development to anticipate disruptive change and develop a relevant portfolio that will enable behaviour change,closing the value-action gap.ENGAGING ACTIVATIONCreate engaging communications and

63、executions that will grab peoples attention,resonate with people through the right human story,convey the right emotions and empower people to act.Get in touch To know more about how we can help you in your sustainability journey contact our experts.And visit Sustainable TransformationPractice works at the intersection ofconsumers,brands and environmental&social sustainability.In 2022 we workedwith over 400 brands to catalyse actionacross multiple sectors and across the world.TREZELENE CHAN APAC Sustainable Transformation Lead EMILY SIMONS Global Sustainable Innovation L