Ian C Jones
Berkshire UK • 07469018888 ian@newgatetrading.co.uk • LinkedIn
In a world drowning in plastic, the push towards sustainability has never been more critical. Reusable water bottles present a promising solution, but their adoption remains a challenge. Today we explore innovative strategies to make reusable bottles the norm rather than the exception.
Associating Behaviour with Purpose
The Current Challenge
Currently, reusable bottles are often relegated to retailers' interior sections, requiring a shift in consumer behaviour — buying an empty bottle and filling it up from the tap. To break this pattern, we propose a simple yet effective solution.
The Solution: Filled and Ready
Imagine reusable bottles, branded by popular names like Evian or Buxton, strategically placed alongside conventional plastic bottles. The key is to offer them pre-filled, providing a seamless choice for consumers. This not only satisfies their immediate need but also aligns with the goal of reducing plastic consumption.
The Birth of Planet Heroes
Motivating the Shift
To encourage people to choose reusable over plastic, the IPA has proposed the introduction of "Planet Heroes" — a movement championed by major brands. These reusable bottles boast sleek designs, adorned with the Planet Heroes label and a powerful tagline like “I am saving the planet.”
Leveraging Social Proof
Harnessing the power of social proof, an advertising campaign targets social media users. Discounts for the first purchase and a hashtag (#PlanetHeroes) amplify the movement. Users become influencers, showcasing their commitment and motivating others to join the cause.
Fostering Daily Habits
The 21-Day Challenge
Understanding that habits form in about 21 days, the Planet Heroes movement introduces an app. Users receive daily reminders to carry their reusable bottles, creating a new routine. A QR code on each bottle facilitates easy app download.
Sharing Commitment
The app includes a check-in feature, allowing users to track their plastic savings. This data becomes social currency, shared on social media to inspire others. A community of Planet Heroes emerges, fostering healthy competition and commitment.
Making Refilling Seamless
Geo-targeting for Convenience
To ease refilling on the go, the Planet Heroes app utilizes geo-targeting. It alerts users when they're near a registered refill station, maintaining momentum. Cities can enhance accessibility by installing more refill stations, following the lead of sustainable cities like Vienna.
Celebrating City Contributions
Interactive screens at refill stations display live stats on plastic saved and water distributed. Cities engage in friendly competition, fostering a sense of community and pride. This initiative transforms sustainability into a collective effort.
Bonus Idea: Eliminating Single-Use Containers
A Radical Approach
The most impactful solution involves retailers discontinuing the sale of single-use plastic bottles. Inspired by refill stations in grocery stores, retailers introduce water barrels, allowing customers to refill reusable bottles. A bottle deposit scheme incentivizes returns, further reducing plastic waste.
In conclusion, the Planet Heroes movement offers a multifaceted approach, integrating behavioural psychology, social proof, and technological support. By aligning sustainability with convenience and community pride, we envision a future where reusable bottles are not just a choice but a lifestyle. Join the movement, become a Planet Hero, and contribute to a plastic-free planet!
To read more about this idea and how Behavioural Science can be used to impact purchasing decisions go to https://ipa.co.uk/knowledge/ipa-blog/how-to-make-people-buy-reusable-water-bottles/
To find out about Carbon Literacy Training contact Adam at adam@newgatetrading.co.uk
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