When will Biodegradable Plastic make Good Marketing Sense?
Posted: June 22nd, 2010 | Author: Ed Munro | Filed under: Books, Brands, Creative, Culture, Green Design, Ideas, Innovation, Inspiration, Notes, Observations | Tags: Biodegradable, Consumerism, Eco-Friendly, Green Design, Plastic Products, Recycling | 5 Comments »
As mentioned in our previous post on Eco-Friendly packaging, the question was asked, “how can we develop the most cost effective packaging solutions that will fit into the design, marketing and functional needs?” Well, a big part of that equation comes in the form of plastic. Plastic has been great for consumers and without a doubt, has allowed human kind to progress beyond anyone’s predictions.
However, today we are literally choking on the stuff and we need to find alternatives and more ways to recycle and reuse ASAP.
In this post we will provide examples of some businesses currently recycling conventional plastics as well as those who now using, or are beginning to explore, biodegradable plastic as an alternative. In addition, there are those who advocate a shift in the way we do business which may also be a part of the answer to realizing new business models that are profitable and environmentally responsible.
In the not too distant future it is predicted that many, if not most, manufacturers will embrace using biodegradable plastic for products and packaging, not because it’s eco-friendly, but more importantly because it will make good business sense. We are well aware that the environmental hazards of plastic trash are growing exponentially, therefore it’s imperative (after being with us for 100 or so years) that we find alternatives to oil and natural gas based plastics.
The immediate priority is to continue finding more cost effective ways to recycle and re-use the tons and tons of plastic that continues to accumulate on land and in the oceans around the globe.
TieTek is a great example of a company that uses all kinds of recycled plastics and tires to manufacture rail ties. The Texas based company, “uses 2 million plastic bottles, 9 million plastic bags and 10,000 scrap vehicle tires” to produce 3,300 standard rail ties.
Patagonia makes trendy outdoor clothing from plastic bottles and polyester.
WastAway.com is a Tennessee company that “takes all kinds of ordinary garbage and creates a product that can be converted into electricity, synthetic fuels, steam, building materials and soil amendments”.
The low-cost housing developer, Affresol, “developed a new material called Thermo Poly Rock (TPR) from recycled plastics and minerals for use as a structural building product.”
The British company, Symphony, which uses d2w, has developed a way of making plastic that allows it to become biodegradable. The company, best known for its biodegradable doggy bags, states that “the d2w® additive put into the plastic at the extrusion stage will make the finished product “oxo-biodegradable” so that it will degrade and disappear in a short timescale, leaving no fragments, no methane and no harmful residues.”
Carpet manufacturer FLOR has a new approach to sustainability that turns “the traditional “take / make / waste” industrial system on its head.”
Next up is finding alternatives to conventional plastics. Although there are many companies that are listed as offering biodegradable plastic packaging and products the industry still isn’t quite mainstream.
A good example of a company that is starting to make an impact is SOLEGEAR that has developed “a suite of proprietary, energy efficient, non-toxic, biodegradable plastics.” The different kinds of plastics being produced by SOLEGEAR are sold to “big brands” to provide their consumers with the sustainable products they demand. The Canadian company’s mission is to be the benchmark in the rapid development of 100% natural bioplastics, and partner the world’s largest plastics manufacturers in producing safe, sustainable consumer and industrial products.
The question now is how do we get there? How can we make the changes that will affect consumer behavior (aka: our disposable lifestyle) to allow biodegradable plastics to become more competitive and cost efficient? There are many ways to become a catalyst for positive change in this arena.
From our point of view, biodegradable plastic products will need to be designed and marketed in a manner that will include “simple, eco-innovative changes” but will also continue to focus on lifestyle, convenience and cost. And the fact that these biodegradable plastic products will not be harmful to the environment will soon become a given. Like many other common household products it will soon be expected that the product is made from biodegradable plastic, similar to when gasoline went completely unleaded or when Styrofoam was produced without CFCs, consumers will assume these “environmental” changes in our products as being a matter of fact.
Finally, the way we currently do business must also be addressed when considering the switch to biodegradable plastics and finding more ways to recycle. Juliet Schor advocates that our current “business as usual” (BAU) attitude is part of the inertia that prevents us from making these big changes – and this writer would include the switch to biodegradable plastic is part of that idea. Her latest book, Plentitude, is about “getting us on a path that reverses the rampant destruction of the planet caused by BAU and restoring true well-being to people and communities.”
Jonathan Fields also backs this idea up in a similar manner. “A growing movement of C-suite executives who strive to build powerful, impactful organizations that profit and maximize shareholder wealth not as the result of the more traditional crush, dominate, slash and burn approach, but rather as a byproduct of a fierce sense of corporate citizenship. And, I am stunned at how profitable some have become.” It’s this realization of changing the way we conduct business that will allow biodegradable plastic and more efforts to recycle to become prevalent – and profitable.
Myth:
Most plastic packaging is recycled today.
Fact:
In 2007, of the total 30.7 millions of tons of plastic generated in the US municipal solid waste (MSW), only 6.8 percent was recovered (recycled).
Source: Municipal Solid Waste Generation, Recycling, and Disposal in the United States: Facts and Figures for 2007, US Environmental Protection Agency 2008
From a marketing perspective, the focus should be on the benefits of the product that is made of recycled or biodegradable plastic and again, the environmental benefits can be listed but not as the headline. After all, good marketing is about the function and design of the product that affects one’s lifestyle. Sure, feeling good about doing the right thing for the environment is good, but check out Patagonia or FLOR and you’ll see they’re all about the product first. The positive environmental impact for them becomes a natural part of their product development and design thinking, instead of opportunistic marketing fodder.
To obtain biologically more plastics under investigation. This type of plastic derived from plant sources are benefited. survey are now more resources. the most appropriate form of both solid and flexible plastic that can be done.
As a designer I’m concerned about the environmental impact of the designs I create so I look for materials that have recycled content and can be recycled. Now I realize that with the labor, energy, and shipping involved in recycling graphics that although the materials are recyclable they don’t get recycled. Now biodegradable media is available from Ecorite Imaging and even though it’s not one of the 3R’s of green movement it may be more eco-friendly in our industry.
I know the stories my designs tell are often short lived and need to be changed so it’s important to consider the life-cycle of the design. It’s hard to do that in a business sense because we seldom look at the life-cycle cost of a product, only the upfront cost. A panel with all the product benefits of PVC board but non-toxic and biodegradable may cost 10% more on the front end. The cost savings of consistent quality from printing on virgin material and lower waste-stream costs at the end of it’s life-cycle may make-up the difference. Knowing that we can print bright clean graphics that completely disintegrate and are non-toxic, well… that may just be priceless.
Today we’re living one of the greatest eco-marketing we have ever saw.
Thank you so much, they were greats examples!, as a brand creative, is very clear the impact in different directions. See it like the 360º brand communication strategy. For the eyes of the consumer, a business that applies this kind of eco-friendly strategies is a plus for the brand itself, a brand that’s not only delivery a great product but also is aware of the need to protect the environment and the future of all. Let me tell you, that counts. A “green” brand can add a unique selling point to a product and can boost corporate image (which is reflected in sales, obviously).
So, we’re talking about packaging and it can be a key element in communicating a eco-friendly strategy. This is because packaging communicates information to the consumer at the point-of-sale, and because of the environmental impact of the packaging itself – have heard the phrase: Everything Communicates.???
So I think that companies need to search for sustainable packaging, recycled and/or recyclable material, or reduce excess of packaging waste, for really be on the road for an eco.friendly marketing/branding strategy and well, communicate in an honest and effective way to their real consumers.
… If that happens, we’ll be living in (like Israel Kamakawiwo’ole song said) a Wonderful World.
All great points made Jose! Thanks for contributing and please check back soon as we appreciate your input.
Biodegradable plastic and packaging is a modern necessity for our ever-endangered environment. Plastics, however, do not automatically solve environmental problems simply because they can be composted. Their use only makes sense if they are more sustainable than non-biodegradable materials at a performance level that is the same or even better. It is indeed extremely difficult to navigate in a sustainable way these days when we are still in a very early learning phase. We, as packaging manufacturer, are under quite heavy pressure from our customers to take in these new materials.
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