8.31.2008
Putting your ideals to work
UPDATE: Well, I went to Espresso Royale last night and both my friend and I received trash-able cups. So maybe the consistency isn't there, but at least the infrastructure is.
8.30.2008
Point-of-purchase packaging
Still stuck on the same path--more thoughts concerning packaging. (I swear I'm not a one-trick pony.)
There's other ways for companies to be more responsible with their packaging, where they may only need a nudge to make it happen. Subway has forever been the more responsible half-brother of fast food--still quick, but fewer calories (if you take off anything that makes it enjoyable like cheese and mayonnaise). However, when the transaction ends and they hand you your sandwich, it's wrapped in heavy paper, then the subway logo'ed paper, then put in a plastic bag complete with napkins. But how much of that is necessary for the 12 feet you have to walk to your table? Sure, as with most fast food places, many of the clientele leave with their food, but perhaps they can be asked if they need the bag, napkins, etc. The best part is, Subway would save money, too.
Some companies have already started making similar small changes. Dunn Bros. Coffee, a specialty coffee franchise based out of Minneapolis, has stopped giving customers a lid automatically with their order. Given that Dunn Bros. has a large number of consumers that stay in-shop while finishing their drink, it only makes sense that they don't automatically give "to-go" tops. Other franchises like Espresso Royale goes so far as to have ceramic mugs and the like to avoid using unnecessary materials, which of course is the best option.
If the US were graded on those three topics we learned as children, we might find this:
Recycle--The general population, being told to list 500 words, might come up with recycling. Certainly, if asked about solutions to environmental concerns, recycling would likely be at the top of the list.
America gets a C. Not failing, per se, but don't count on a scholarship.
Reduce--What? I can't have my huge SUV and be environmentally-conscious? I thought this was America! In a nation of gluttony, where we have too much of everything, unnecessary waste certainly isn't an exception.
America gets an F. Case in point: bottled water. And even those who have the mind to use a water bottle almost exclusively use plastic, where aluminum is much preferable in terms of environmentally-conscious materials. And don't tell me you weren't a little disappointed the first time you bought an album on iTunes and didn't have a tangible item in your hands to validate the money spent.
Reuse--I see people reuse things often to the best of their ability (retail bags for lunch bags, appliance boxes for moving, etc.) However, it seems that it may be up to companies to extend this option. Few people took their own bags to grocery stores before the stores themselves started selling them. And I think people would refill a lot of containers they use in their daily life if they had the option (as stated in my previous post).
America gets a C. The citizens seem to do what they can where they can, an honest effort, but they have little imagination. Companies drag down the grade for not recognizing what COULD be. And if they really thought about it, they'd realize they'd have a lot to gain from such changes as well, both financially and in terms of the customer/brand relationship.
There's other ways for companies to be more responsible with their packaging, where they may only need a nudge to make it happen. Subway has forever been the more responsible half-brother of fast food--still quick, but fewer calories (if you take off anything that makes it enjoyable like cheese and mayonnaise). However, when the transaction ends and they hand you your sandwich, it's wrapped in heavy paper, then the subway logo'ed paper, then put in a plastic bag complete with napkins. But how much of that is necessary for the 12 feet you have to walk to your table? Sure, as with most fast food places, many of the clientele leave with their food, but perhaps they can be asked if they need the bag, napkins, etc. The best part is, Subway would save money, too.
Some companies have already started making similar small changes. Dunn Bros. Coffee, a specialty coffee franchise based out of Minneapolis, has stopped giving customers a lid automatically with their order. Given that Dunn Bros. has a large number of consumers that stay in-shop while finishing their drink, it only makes sense that they don't automatically give "to-go" tops. Other franchises like Espresso Royale goes so far as to have ceramic mugs and the like to avoid using unnecessary materials, which of course is the best option.
If the US were graded on those three topics we learned as children, we might find this:
Recycle--The general population, being told to list 500 words, might come up with recycling. Certainly, if asked about solutions to environmental concerns, recycling would likely be at the top of the list.
America gets a C. Not failing, per se, but don't count on a scholarship.
Reduce--What? I can't have my huge SUV and be environmentally-conscious? I thought this was America! In a nation of gluttony, where we have too much of everything, unnecessary waste certainly isn't an exception.
America gets an F. Case in point: bottled water. And even those who have the mind to use a water bottle almost exclusively use plastic, where aluminum is much preferable in terms of environmentally-conscious materials. And don't tell me you weren't a little disappointed the first time you bought an album on iTunes and didn't have a tangible item in your hands to validate the money spent.
Reuse--I see people reuse things often to the best of their ability (retail bags for lunch bags, appliance boxes for moving, etc.) However, it seems that it may be up to companies to extend this option. Few people took their own bags to grocery stores before the stores themselves started selling them. And I think people would refill a lot of containers they use in their daily life if they had the option (as stated in my previous post).
America gets a C. The citizens seem to do what they can where they can, an honest effort, but they have little imagination. Companies drag down the grade for not recognizing what COULD be. And if they really thought about it, they'd realize they'd have a lot to gain from such changes as well, both financially and in terms of the customer/brand relationship.
A few additional environment thoughts
My boyfriend and I both came to the same conclusion about a week ago re: receipts. Oftentimes, you're asked if you want a receipt or not, but what it translate to in actuality is "Do you want to throw away the receipt or should I?" as many register systems don't allow for a "no receipt" option. It'd be simple technology to choose a receipt or not--we can ask for extra receipts at Target, or reprints if something gets spilled--why not opt out? There seems to be a lot of useless waste (but is there any other kind?)
I was pleased to learn a few days later that Apple currently gives you the option to be emailed your receipt. I did that myself on a purchase I made a few days ago and I am now able to print it out if'n I like. I think its still important we have the option to have tangible receipts, but the ability to opt out would be nice, and would certainly amount to less clutter in my wallet.
Another thought my dad and I have been discussing goes back to the concept my generation had drilled into their brains in elementary school-- recycle, reduce, reuse. It's the reuse part that I think we forget about, and truthfully I understand why it's often not an option. But imagine this:
Target/Walmart/Walgreens/etc. put up Refill Stations in their health and beauty department. They create a partnership with the 150 most popular shampoo, conditioner, lotion, etc. brands and allow customers to refill their bottles for a reduced price. If you wanted to get fancy, you could do it in other departments as well, such as laundry detergent and dish soap. There are a number of issues that come up, such as the quality of the bottles over time (the effect of stickers getting wet over and over and over, soapy buildup on the openings, etc) and the likelihood of mess, but I think it takes part of the idea of Costco (bulk means less packaging typically) and transfers it to a larger audience while using even less packaging. It might be better for a company like The Body Shop or Bath and Body Works, but you immediately limit your market and its an idea that could make a huge difference on a large scale.
I'm going to do my best to exorcise the environment-laden ideas all at once. My apologies for my seeming one-mindedness.
I was pleased to learn a few days later that Apple currently gives you the option to be emailed your receipt. I did that myself on a purchase I made a few days ago and I am now able to print it out if'n I like. I think its still important we have the option to have tangible receipts, but the ability to opt out would be nice, and would certainly amount to less clutter in my wallet.
Another thought my dad and I have been discussing goes back to the concept my generation had drilled into their brains in elementary school-- recycle, reduce, reuse. It's the reuse part that I think we forget about, and truthfully I understand why it's often not an option. But imagine this:
Target/Walmart/Walgreens/etc. put up Refill Stations in their health and beauty department. They create a partnership with the 150 most popular shampoo, conditioner, lotion, etc. brands and allow customers to refill their bottles for a reduced price. If you wanted to get fancy, you could do it in other departments as well, such as laundry detergent and dish soap. There are a number of issues that come up, such as the quality of the bottles over time (the effect of stickers getting wet over and over and over, soapy buildup on the openings, etc) and the likelihood of mess, but I think it takes part of the idea of Costco (bulk means less packaging typically) and transfers it to a larger audience while using even less packaging. It might be better for a company like The Body Shop or Bath and Body Works, but you immediately limit your market and its an idea that could make a huge difference on a large scale.
I'm going to do my best to exorcise the environment-laden ideas all at once. My apologies for my seeming one-mindedness.
8.29.2008
Opening statements
I've recently been obsessed with a few business ideas, and somehow they've all revolved around the environment. I do what I can, but I wouldn't say environmental awareness is part of my identity.
Anyhow, the first is that while packaging is an important part of branding, it has gotten a bit ridiculous in some cases. For example, when you buy Venus razor replacements, you get the cardboard box, then inside you have a plastic bag. In that plastic bag are two plastic containers that have covers you peel back. At this point, you just stick your razor handle in the plastic container and attach the razor to the handle. Kind of neat how easy/safe it is, but HONESTLY its way too much packaging. The same goes for restaurants like Raising Cain's, where they give you your meal on styrofoam. The point is that the restaurant doesn't have to clean up after you, but why not put it on recyclable materials? Or at least materials that don't suck the lifeblood out of the environment. The list goes on--these days, do we really need all the packaging that goes into CD's and DVD's? The plastic wrap, the sticker, etc. It seems small, but what if we just got the CD art and were emailed the tracks, which we could put on a blank CD if we so desired? I'm sure you all know of examples of useless packaging. So what if there was a packaging equivalent of LEED certification? Say there was a non-profit that ranked design firms on their commitment to environmental materials in their packaging designs. The non-profit could approach brands that currently use "inappropriate" levels packaging. They state their case, then say that the follow 20 design firms are in the geographical area or area of expertise that are available to redesign their packaging. The brands would be able to promote themselves as being "Silver" certified or something similar (but dear god, please not "green" certified...) and the design firms would be more marketable to more environmentally conscious brands.
Secondly, I had an interesting thought regarding two problems in the world: obesity, and "the energy crisis." I had an idea for gyms where members pledge to work out a certain amount each month. Their working out directly helps generate energy (think hamster-in-a-wheel style) which is used to power a store next door. Imagine if Target aligned themselves with these gyms, and the power generated by the members completely supplied Target with the necessary energy. If they don't work out their pledged amount, they then pay a fee, which helps pay the electricity bill. I know its probably unlikely to support such a large power consumer, but it could help alleviate costs and increase the incentive to work out, and Target would benefit from the effort. I credit my dad with coining the phrase "fueled by fat." I love it.
Thoughts?
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