As environmental awareness becomes more prominent, sustainability is a growing concern within the professional world. During the past few years, countless retail brands have made moves to reduce waste and become more eco-friendly.
When companies are so large, the little things
can make a huge difference. Even something like printing receipts on recycled
paper can save thousands of trees per year. When so much power rests in their
hands, brand responsibility is an important factor for success in today’s world;
and consumers are looking for companies that care.
One such example is Starbucks’ recent quest
for a better cup. Let’s dive into the details while examining the larger
relationship between retail and sustainability.
The
Journey Begins
In 2008, Starbucks publicly set intensive
goals to reduce its environmental footprint. Two years later, they promised
that all of their cups would be reusable or recyclable by 2015. Unfortunately,
it’s 2019 and this still hasn’t been achieved.
After spending years working on designing a
fully sustainable cup, one of the world’s largest coffee giants is asking the
public for help. What’s more, they’re willing to pay a jaw-dropping $10 million
grant to anyone who can help make this happen. In a joint effort with Closed
Loop Partners, an investor group specializing in recycling, the project’s
getting funded - and they’re all ears.
Cups
Can Make A Difference
With such a monumental reward, many people are
wondering “What’s the big deal about a cup, anyway?”
Although it’s not so obvious, a coffee cup
poses a huge issue for cafes striving to optimize their eco-efficiency. Modern
coffee cups are made out of paper-sourced cardboard and insulated by a very
thin layer of plastic. While the combination of paper and plastic works to keep
the drinks decadently warm, it’s incredibly difficult to recycle.
This leads to a majority of Starbucks’ annual
6 billion cups ending up in landfills, where they take 30 years to decompose. This is a problem, not
only for the eco-conscious company, but for all of us.
“We want to make sure this (sustainable cup)
technology is available to everyone because it’s the right thing to do,” said
Andy Corlett, director of packaging R&D for Starbucks, in their official press release. “The idea of
environmental sustainability in packaging is not just a Starbucks issue. It’s a
global issue. Anything that gets us closer to that goal is not something we
want to keep to ourselves.”
A Group
Effort
While Starbucks is at the forefront of the
mission to find eco-friendly solutions within retail, it showcases the
important link between corporations and sustainability. Brands have a massive
influence on the world’s ‘green’ movement since their ‘footprint’ is much
larger than that of individuals or families. It’s not just one paper cup,
plastic bag, or receipt- it’s billions.
The pressure is on for big-name brands to come
up with creative solutions for waste and pollution. Brand responsibility is an
important characteristic for contemporary companies, and it does more than just
help the planet - it also increases their sale’s platform. Studies show that 66% of consumers would spend more on a product
if it came from a sustainable brand.
More and more retailers are also making
efforts to increase their sustainability. In efforts to reduce waste, both Dunkin’ Donuts and McDonald’s have pledged to remove foam cups
and implement sustainable replacements.
Who’s next to join in on the global race to
green?
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