Project
1% Less
1% Less
Brief
The brief required the use of the Double Diamond methodology (Discover, Define, Develop, Deliver) to answer a challenge question: “How might we get products to people without generating plastic waste?”
The brief required the use of the Double Diamond methodology (Discover, Define, Develop, Deliver) to answer a challenge question: “How might we get products to people without generating plastic waste?”
Solution
After a thorough research process, I identified two core issues:
1) Consumers experience 'ecological grief' regarding plastic waste, i.e. they feel that it's up to big corporations to facilitate a circular economy, and that the efforts of individuals are futile.
2) Consumers are willing to make small changes to alleviate their plastic waste output, but solutions involving bigger lifestyle changes are naturally much less palatable.
I devised a messaging campaign titled '1% Less', with the goal of communicating that if all consumers reduced their plastic waste output by just 1% through small, feasible, incremental lifestyle changes, the collective impact would be substantial.
