Page 25 - The Five Forces of Everything

OBSERVATIONS War on Plastic

The era of consumption without Concerns around single use plastics have become global
consequences is coming to an end. in no time at all, and brands are responding.
There was a time when ‘conspicuous
consumption’ described transactions In the U.K., Co-Op is tackling the issue by trialing
displaying wealth over genuine need. free water stations in its stores.
Nowadays, it’s applied to purchases
signaling altruistic intent. In Brazil, premium clothing brand OSKLEN has
opened its first plastic free clothing store in Rio.
TOMS, the shoe to coffee brand,
believes that ‘people now feel their Could we see the end of plastic toothpaste tubes
wallets are their votes’, and that in favor of tablets in a glass jar?
brand purpose is equally as important
as the product. Guinness, Corona and Carlsberg are just some
of the big global beer brands ending the use of
plastic wrapping.

And in the U.S., PEPSICO is launching a new
hydration platform that brings together consumer
trends around personalization, health and tech
(using a smartphone app), whilst eradicating
single use plastic.

Unilever believes “only brands with a clear vision

to have a positive impact on the world will survive.”

Moreover, it points out that the company’s sustainable living brands
(Lifebuoy, Dove etc.) have grown nearly 50% faster than the business as a
whole in recent times - delivering 70% of corporate growth.

23 24
FORCE #2 OBSERVATIONS | IMPLICATIONS | ILLUSTRATIONS