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Summary of "Designing for a Waste Free Future" by Kantar

Core Content

The document outlines the growing global waste challenge and how brands can play a pivotal role in reducing waste by aligning with consumer expectations and driving sustainable change. It emphasizes the need for disruptive innovation in product design and business practices to support a circular economy and reduce the environmental impact of waste.

Main Points

• Global Waste Challenge:
  Global waste is expected to reach 3.4 billion tonnes by 2050, with a significant portion coming from emerging markets. The issue of waste is intertwined with economic growth and rising living standards, and brands have a unique opportunity to shift consumer behaviors from "take, make, dispose" to "reduce, reuse, recycle."

• Consumer Expectations:
  Consumers expect brands to take responsibility for waste reduction and to support sustainable behaviors. The top sustainability issues across 24 out of 38 business sectors include overpackaging, non-recyclable packaging, landfill, overconsumption, and waste. Brands must address these to maintain relevance.

• Value Action Gap:
  There is a gap between what consumers say they want and what they actually do. For example, only 21% of consumers buy reusable or refillable products, despite 45% expressing a desire to do so. Brands can bridge this gap through smart design and meaningful engagement.

• Design for Sustainability:
  Brands should focus on creating products and services that make sustainable choices easier, more meaningful, and more rewarding. Minimal packaging is becoming a hygiene factor, with many consumers willing to change their behavior if it leads to better experiences or incentives.

• Consumer Segmentation:
  Kantar identifies four key consumer groups:

  • Actives: Proactive in making a difference, influenced by personal impact.
  • Considerers: Skeptical about their ability to make a difference.
  • Believers: Influenced by social identity and the perception of their choices.
  • Dismissers: Unlikely to change unless forced.
    Each group requires tailored messaging and interventions.

• Case Studies Highlighting Innovation:

  • Regenize: Offers a cashback system through a virtual currency for recycling, with plans for national and continental expansion.
  • CauliBoxes: Provides reusable food packaging with a tracking app and loyalty rewards, used by major UK organizations.
  • IKEA: Launched an upcycling scheme in Australia, later expanded with a focus on supporting social causes.
  • BMW: Designed a circular concept car that is fully recyclable and optimized for material reuse.
  • Burger King: Shifted to promoting plant-based options to encourage conscious consumption.
  • Nestlé: Piloted refillable vending machines in Indonesia, allowing consumers to bring their own containers or use provided ones.

• Partnerships for Innovation:
  Collaboration is key to driving systemic change. Partnerships can help brands develop new business models, enhance circular economy practices, and create incentives for sustainable behaviors. Examples include Reckitt's partnership with Siklus and Japan's use of loyalty points to reward eco-friendly choices.

• Five Steps to a Reduced Waste World:

  1. Designing for success: Focus on long-term positive impact.
  2. Take everyone on the journey: Design for mass adoption while addressing different consumer segments.
  3. Make it easy, meaningful and rewarding: Overcome barriers and provide value through sustainable options.
  4. Context is king: Address global issues with localized, culturally relevant solutions.
  5. Seek holistic solutions: Address root causes through systemic change and collaboration.

Key Information

• Opportunities for Brands:
  The market for environmentally friendly FMCG products is estimated at $991 billion. Brands that align with sustainability can unlock significant economic and social value.

• Consumer Frictions:

  • In the UK, the main friction is "Too expensive."
  • In India, the main friction is "Requires a compromise in quality."
  • In Indonesia, "No other sustainable alternatives known" and "Requires additional physical effort" are top concerns.

• Kantar's Role:
  Kantar offers a Sustainable Transformation Practice that supports brands in developing strategic, innovative, and measurable sustainability initiatives. Their approach spans from framing sustainability goals to activation and impact measurement.

Conclusion

The document underscores the importance of rethinking product design, business models, and consumer engagement to create a waste-free future. Brands that successfully address these challenges can lead the way in driving behavior change, enhancing brand loyalty, and contributing to a more sustainable world.

How Kantar Can Help

Kantar's Sustainable Transformation Practice assists brands in shaping sustainable ambitions, developing innovative solutions, and activating meaningful communication strategies. Their work includes strategic framing, sustainable innovation, impact measurement, and engaging activation, all aimed at fostering a circular economy and reducing waste.

Contact Information

• Trezelene Chan
  APAC Sustainable Transformation Lead
  Email: trezelene.chan@kantor.com

• Emily Simons
  Global Sustainable Innovation Lead
  Email: emily.simons@kantar.com