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Starbucks’ $10 Million Sustainability Play



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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