Tag Archives: Environment

Rent and return these shoes

Let’s start with a quiz: How many running or athletic pairs of shoes do you own? How long do they last? How much do you spend?

If your closet is like mine, you probably have at least six pairs, of which five pairs are very used and dirty. It would be nice if we could wear running shoes until they are worn or dirty, and then just trade it them in for a new pair. Well, as luck would have it, Swiss footwear company On Running is now offering a new running shoe called “Cyclon.” But Cyclon is not for sale – only for rent. Yes, rent. Use, wear, and return them for a new pair.

Cyclon is available for a monthly fee of $29.95. It is a subscription service for not only a performance running shoe, but a fully recyclable plant-based shoe. Castor beans are used as the base, and the shoe upper is sewn from a single piece of fabric to help reduce waste. On Running focused on the challenges of not only creating a fully recyclable shoe, but also making sure that the shoes were returned to be recycled. Thus, the subscription model of ‘rent and return’ gives On control of the recycling process.

It seems to have resonated with the market – in the first 48 hours after launching Cyclon On signed 2,000 subscribers! On needs 5,000 people to sign up per region in order to ship the shoes at reduced carbon footprint of the transportation.

Let’s go for a run!

Group Activities and Discussion Questions:

  1. Discuss a subscription business model. Poll students: What subscription services do they use? Other services they can name? (Ex: meal kits, shave clubs, entertainment, etc.).
  2. Poll students: On average, how much do they pay for a running shoe and how long does it last? How many pairs of athletic shoes do they have currently?
  3. Show On Running website: https://www.on-running.com/en-us/cyclon
  4. Show video of founders discussing Cyclon: https://youtu.be/VtosSdRZcsA
  5. What is the target market for Cyclon?
  6. What elements should be in the marketing program for this shoe?

Sources: Outside Online; other news sources

 

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Handle With Care

You probably know this saying – “Necessity is the mother of invention.” And if ever the world needed new inventions, it’s now!

In this time of quarantine during the global Covid-19 pandemic, people around the world worry about infection on a daily basis. Even during stay-at-home restrictions, we still need to venture out to buy supplies. Routine trips to the stores usually involve the need to touch handles, and that make us worry about the transmission of virus via surfaces. Sure, we can wear gloves, but door-handles in public places can facilitate the spread of contagions.

Clean-energy company Fortum in Finland has created a new door-handle that can be used with arms (instead of germy hands). It is a door-handle supplement that attaches to existing door-handles and lets people open the door with a sleeved arm instead of a hand. Made of recycled plastic, Fortum Vipu is intended to help prevent the spread of disease. (The name ‘Vipu’ is short for ‘virus protection unit’.)

The devices are made from a recycled plastics material called Fortum Circo and are produced using 3D printing. The company is now testing the handles in a real retail environment in grocery stores in Finland. If all goes as planned, production can be quickly expanded. The data and feedback gained from the trial will be used to further the design and innovation of devices.

Inventions – keep it up!

Group Activities and Discussion Questions:

  1. Discuss the various concerns that students have about transmission of virus.
  2. What are the ways in which stores are combatting the spread of virus and ensuring the safety of customers?
  3. Show the video of the door-handle attachment: https://youtu.be/2fuTMAoli0g
  4. The Website can be viewed for more details: https://www.fortum.com/vipu/
  5. How can this device be used in other environments?
  6. Divide students into teams. Have each team brainstorm a solution to a common problem such as contaminated door-handles.
  7. Teams can also do research about other solutions to this problem.

Source: Ad Week

 

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Turn Bags into Eye-Catching Branding

Have you noticed that some businesses are getting rid of plastic bags? Or maybe you haven’t noticed because you are too busy figuring out how to store or get rid of your own growing plastic bag collection! The average family gains 60 plastic bags in four trips to the grocery store.

Make no mistake – plastic bags are indeed a problem for the environment. According to the EPA, more than 380 billion plastic bags and sacks are used annually in the U.S. And, according to The Wall Street Journal, U.S. consumers go through 100 billion plastic shopping bags annually, at an estimated $4 billion cost to retailers.  It’s not just the cost that raises eyebrows – plastic bags are among the 12 items of debris found most often in coastal cleanups.

However, only eight states ban single-use plastic bags; 14 other states have laws that protect the bags. Why so few bans? A combination of factors including deep-pockets of the chemical industry and the political influence of retailers and restaurants account for plastic bag sales of roughly $1.4 billion in the U.S. alone.

As a result of the widespread proliferation of bags, lawmakers across the U.S. are banning or considering banning single-use plastic bags. Replacements include reusable bags which can also provide retailers with a great opportunity to expand their brand awareness as well as lessen negative environmental impacts. This, of course, present marketers with a place to make an impact for the environment and the store brand.

What’s your favorite bag to carry?

Group Activities and Discussion Questions:

  1. Poll students: Name stores that use their own bags instead of non-branded plastic bags.
  2. Plastic bag facts: https://conservingnow.com/plastic-bag-consumption-facts/
  3. Divide students into teams. Have each team select a store that currently uses non-reusable plastic bags.
  4. Each team should next design a reusable shopping bag for these stores.
  5. Have each team present their design in class.
  6. Vote on the winners.

Source:  Ad Week; Conserving Now; Politico

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