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IKANTAR
Designingfor
awastefreefuture
Understandingtheimpactofwasteonpeople,
planetandtheeconomyandhowdisruptive
innovationcandriveconsumerbehaviour.
DESIGNINGFORAWASTE-FREEFUTURE
Thegreatwaste
challenge
Globalwasteisprojectedtohit3.4billiontonnesby2050.Businessneedstostep
uptothegreatwastechallengesandthebusinessopportunitiesitpresentsby
helpingpeopleadoptnewbehaviours.
Theworld’swastemountainisgrowing,
particularlyinemergingmarkets.
Thegoodnewsisthatmanypeoplewantthingstobedifferent.Theyknowthatthecurrent
levelsofwastearebadnews,andtheythink
thatmuchofitcouldbeputtobetteruse.In
India,forexample,ourPlanetPulseresearch
hasfoundthat64%thinkfoodwastecouldfeedpeopleinneedordiscardedclothescoulddresspeopleinneed.
Theywantbrandowners,thepeoplewhosupplythemwiththegoodsandservicestheyuseeveryday,tohelpthemwiththischallenge.24of
the38categorieswetrackintheSustainability
SectorIndexarestronglyassociatedwith
overpackaging,non-recyclablepackaging,
landfill,overconsumptionandwaste.
Consumersarelookingforbusinessesto
prioritisewastereduction.Theywantbrandstosolvetheoverconsumptionandwasteissuebysupportingsustainablepurchasebehaviours,usingofalternativesustainablematerials,notpromotingdisposableproducts,forexample.
Wethinkthere’sahugeopportunityforbrands
thatgetthisright.It’stimetostepupandhelp
tacklethebigwastechallenge.
Inthisbooklet,we’lllookatthescaleofthe
challenge,howbrandscanmeetconsumer
demandsforalifewithlesswaste,whydifferent
groupsneedspecificmessages,andthepower
ofsmarterdesignandpartnershipstodeliver
realchange.
23
63%62%57%Wasteisbadfortheenvironment62%55%
63%
62%
57%
Wasteisbadfortheenviro
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