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<ul><li>Reducing Consumer Goods Packaging Waste in Japan </li></ul><ul><li>Team Boston </li></ul><ul><li>4/25/08 </li></ul>
The Problem <ul><li>How do you convince all Japanese to aspire to unpackaged goods? </li></ul>
The Problem <ul><li>How do you convince all Japanese to aspire to unpackaged goods? </li></ul><ul><ul><li>Let’s pick a sub...
The Problem <ul><li>How do you convince all Japanese to aspire to unpackaged goods  </li></ul>some purchases that they mak...
<ul><li>If we’re taking away a beloved aspect of the shopping experience (packaging), we need to provide something to fill...
Cultural Insights <ul><li>The Japanese readily  embrace technology  as an integral part of their lives </li></ul><ul><ul><...
Cultural Insights <ul><li>Japanese urban life is marked by a  bag-toting culture </li></ul>
Idea: Carry-All Totes <ul><li>Design a fashion-forward, high-tech tote bag for young Japanese to buy and carry their conve...
Idea: Carry-All Totes <ul><li>This isn’t just a simple tote bag.  It would: </li></ul><ul><ul><li>Be equipped with a payme...
Idea: Carry-All Totes <ul><li>Have a sleek, instantly recognizable form and design </li></ul><ul><ul><li>It would be desig...
<ul><li>Although this starts as a youth-centric fashion statement, the act of  hi-tech “bagging”  becomes the trend that t...
Other Details <ul><li>Q: Who would sponsor this? </li></ul><ul><ul><li>A: Government or environmental NGO would fund desig...
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Japan Bags 1

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Transcript of "Japan Bags 1"

  1. 1. <ul><li>Reducing Consumer Goods Packaging Waste in Japan </li></ul><ul><li>Team Boston </li></ul><ul><li>4/25/08 </li></ul>
  2. 2. The Problem <ul><li>How do you convince all Japanese to aspire to unpackaged goods? </li></ul>
  3. 3. The Problem <ul><li>How do you convince all Japanese to aspire to unpackaged goods? </li></ul><ul><ul><li>Let’s pick a subgroup we can influence and who can ignite a trend on our behalf </li></ul></ul>some
  4. 4. The Problem <ul><li>How do you convince all Japanese to aspire to unpackaged goods </li></ul>some purchases that they make for themselves? minor And let’s focus on items without the “cultural baggage”: Not gifts Not luxury goods Not bananas!
  5. 5. <ul><li>If we’re taking away a beloved aspect of the shopping experience (packaging), we need to provide something to fill the void </li></ul><ul><ul><li>So, what could that be? </li></ul></ul>
  6. 6. Cultural Insights <ul><li>The Japanese readily embrace technology as an integral part of their lives </li></ul><ul><ul><li>Japan consistently ranks near the top of almost every global list in technology adoption, including broadband, PCs, and mobile phones </li></ul></ul><ul><ul><ul><li>Source: “For Young Asians, The Net Dominates Media Use,” Forrester; 26 November 2007 </li></ul></ul></ul><ul><li>Innovation as fashion : young Japanese (late teens and twentysomethings) often wear their personal electronics as accessories </li></ul>
  7. 7. Cultural Insights <ul><li>Japanese urban life is marked by a bag-toting culture </li></ul>
  8. 8. Idea: Carry-All Totes <ul><li>Design a fashion-forward, high-tech tote bag for young Japanese to buy and carry their convenience store purchases </li></ul>
  9. 9. Idea: Carry-All Totes <ul><li>This isn’t just a simple tote bag. It would: </li></ul><ul><ul><li>Be equipped with a payment device (bar code or RFID chip) which also ties in to an online points program </li></ul></ul><ul><ul><ul><li>Online point system tracks how much waste you’ve reduced </li></ul></ul></ul><ul><ul><ul><li>Potential for social component tie-in: group bagging goal-setting, city vs. city challenges with prizes, etc. </li></ul></ul></ul>
  10. 10. Idea: Carry-All Totes <ul><li>Have a sleek, instantly recognizable form and design </li></ul><ul><ul><li>It would be designed by a well-known fashion house (e.g., Takashi Murakami), thus bestowing it instant style credibility (important among this youth demo) </li></ul></ul>
  11. 11. <ul><li>Although this starts as a youth-centric fashion statement, the act of hi-tech “bagging” becomes the trend that the masses embrace over time. </li></ul>
  12. 12. Other Details <ul><li>Q: Who would sponsor this? </li></ul><ul><ul><li>A: Government or environmental NGO would fund design work and marketing efforts </li></ul></ul><ul><li>Q: Distribution? </li></ul><ul><ul><li>A: Totes should be sold through youth clothing/fashion and accessory stores as well as electronics retailers </li></ul></ul>
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