The thought of forgoing cheap throwaway plastic bottles is forcing companies to rethink how consumers interact with their brands in store and at home.
Häagen-Dazs is testing a reusable insulated steel package. Image: Loop
"For centuries, we have relied on a linear model — take, make, use, dispose — at the expense of the environment. A circular model, on the other hand, will require us to design waste and pollution out of products, by keeping materials within a closed loop. This will dramatically change the way products are designed."
"Delivery / collection systems will increase the importance of durability and product interchangeability over unique, eye-catching designs. While in store, brands will have little control over the vessel consumers decide to use with refill solutions. In these scenarios how can brands respond to maintain a place in our hearts, minds, cupboards and shelves? Here are five predictions."
Article: What Will a Circular Economy Mean for Branding?