1. Introduction James KirkThe Challenge The SolutionInfluence consumer behavior in relation to buying more sustainable products and using products Sustainable development cannot be imposed on people.in a more sustainable manner. The key is to help people understand what sustainable development means, why it is a necessary,Consumers can have a huge impact on sustainable development through their influence as and how they can help to achieve it.purchasers. But they need help to make choices. Rewarding consumers with a stimulating, engaging experience is oneCarbon labels are catching on in the UK. With companies including Coca-Cola, Cadbury of the most successful ways to interact and educate. Using new and exciting technology to do thisSchweppes, Scottish & Newcastle and Aggregate Industries agreeing to measure the carbon adds another layer of interest.content of a vast rangeof products. My solution uses a combination of mobile application, augmented reality, social media and advertising to help educate consumer’s shopping habits.But is putting a label on a product the best way to tackle the issue?Research has shown that there is a very low engagement with food labels for habitual purchases.A recent survey by Boots found that just 28% of shoppers knew thata carbon label related to climate change. Almost half confused the label with fair trade. However,most thought it was important to show the amount of carbon emitted during the item’sproduction.It is not surprising that most of us do not understand the labels. The meaning of a label with afootprint and a figure of “75g” is not immediately obvious. If shoppers do recognise the figure asa measurement of the total CO2 emitted in the production and processing of a product they stillhaveto work out whether this figure is high or low.Communicating numerical values on their own may not be the best approach because mostconsumers find it difficult to make sense of grams of carbon relative to their lifestyle emissions.
2. Concept James KirkMy concept is Eco-Scan. This initiative could be funded by the Government and supported Tesco is the grocery market leader in the UK. Since their launch in April 2008, Tesco haveby the Carbon Trust, an independent company set up by the government in response to the added carbon footprint labels to 114 of their own brand products. with a plan to increase thisthreat of climate change. number to 70,000.EC For the purpose of this project I have chosen to use Tesco as an example. However, I feel confident this concept could be applied to a variety of retailers.SCAN
3. QR Label James KirkMy concept would involve adding QR code onto the carbon label of products.These codes can be read with the cameras on smart phones and can hold a hugeamount of information about a product.Using a QR code provides the opportunity to give the consumer more informationby taking up less space. Their small size means they are a relatively unobtrusivemark on the packaging.
4. In-store Terminal James KirkThe best place to influence a consumer is at the point of sale. Tesco fresh orange juice 1LTR Carbon footprints are calculated from five stages of the product’s life. CARBON FOOTPRINT - 360gThe concept would use in-store terminals that are able to scan the QR codes on the product’s It became clear after research that it is vital to educate people about all A carbon footprint is canculated from 5 stages.packaging. Once the code has been scanned the user would be able to interact with the terminal. Select a stage to find out more. of these and not just focus on the ‘food miles’ stage.This would offer an engaging way to educate the consumer about the products they are buying. raw product distribution consumer disposal From here the consumer would be able to find out more information materials manufacturing & retail use & recyclingThe incentive of trying out this new technology would appeal to a wide audience. I have deliberately about each stage of the scanned product’s carbon footprint.kept the interface as simple as possible to reinforce the user friendly aspect of the system. Some of these may include further opportunities to use the augmented reality function of the system. For example, the ‘product manufacturing’ stage may contain a visual representation of the methods used. Main Start menu again Tesco fresh orange juice 1LTR Tesco fresh orange juice 1LTR CARBON FOOTPRINT - 360g CARBON FOOTPRINT - 360g What would you like to see? Food miles covered 127, Hold your hand over one of the red circles until it flashes to make a selection. See this What is a Compare products carbon carbon journey footprint? footprints Start again Main menu Start again By holding the code on the packaging up to the terminal, the user would be able to see the journey that the product has taken. This would be represented by an augmented reality map with the path marked on it. The user would be able to watch the carbon footprint increase as the product covers a greater distance. Tesco fresh orange juice 1LTR CARBON FOOTPRINT - 360g The system would use a series of icons to depict the transport used. If the product Select a shape to see its carbon footprint. had traveled a shorter distance (within Europe), a zoomed in map could be used. This type of technology was used recently in this Lego campaign, by holding the box up to the screen, it allows you to see what the set would be like assembled. Many parents take their children with them when shopping, I think this function would appeal to them in particular and be a great way to get them involved Main Main Main Main Main Main Main Main Main Main with the campaign. menu menu menu menu menu menu menu menu menu menu From the research I collected, a problem that became clear was that people 0 1 2 3 4 Start didn’t understand the value of carbon. By giving them a clear way to compare To make a selection the user would hold their had again the carbon footprint of other things, It would help them to gain a better understanding over one of the red circles until it turned blue. of the true value of carbon. Doing this gradually over four seconds would help to eliminate any mistakes when making a selection. By selecting a shape, they would be able to see that item’s carbon footprint, for example: Large Car - 9 tons of carbon emissions per year Pig (1 ton of pork) - 11 tons of carbon emissions per year
5. App Point the camera at the Eco-scan logo. James KirkThe Eco-Scan app would allow users to scan the QR codes on the carbon labels. By doing Tesco Pure Orange Juice (1ltr)this they are able to log all of the carbon efficient items that they are buying and learn moreabout these products. Carbon points: 5This will also give the opportunity to collect Carbon points. Each carbon labeled product wouldcarry a carbon point value that when bought, could be transferred into Clubcard points. Carbon foortprint of item: 250g National average of item: 480g Total carbon saving: 230g ADD TO BASKET CANCEL ITEM BACK VIEW TOTALS This is a visual representation of a carbon footprint. The red area represents the carbon Total number of items: 13 Total carbon points: 27 footprint of the item. By measuring this against the national average for a similar item, a carbon saving could be calculated. This information could be easily gathered by a 3rd party, for example the Carbon Trust. VIEW CURRENT SHOP Giving the consumer a visual representation MAIN MENU makes the information more digestible. They are Total carbon foortprint of all items: 2950g able to compare products easily with information EC Scan new item Total carbon saving*: 4780g that is accessible and understandable. View totals *measured against the nation average of similar items SCAN BACK View current shop VIEW ALL ITEMS Tesco Pure Orange Juice (1ltr) Start new shop View all items Tesco Pure Orange Juice (1ltr) Carbon points: 5 Tesco Non-Biological Liquid Wash Scan receipt 100W Pearl Lightbulb BACK King Edwards (2.5 kg) Organic Baby New (750 g) When a receipt is scanned Tesco Non-Biological LiquidCapsules it will give the user a code 60W Spotlight Carbon foortprint of item: 250g that is saved to the phone National average of item: 480g Tesco 100% Pure Squeezed as a text message. Orange Juice Total carbon saving: 230g REMOVE FROM ITEMS This code is then entered BACK BACK into the website to update profile information and carbon points total.
6. Website James KirkThe website would offer a way for consumers to interact with the campaign in their homes. this is Once the user has logged their carbon points using By using a webcam, the user would be ableoften a reflective environment when people may be more open to finding out more information the code created by scanning the till receipt, they to see augmented reality maps in the sameabout carbon footprints. By creating a profile, it would also allow them to log the shops they have would be able to spend them in the same way as way as the shop terminal.collected using the Eco-Scan app, and to keep a detailed record of their shopping history. Clubcard points. A link would connect them with the correct page on the Tesco website. An important part of the campaign is to offer the user a digestible way to summarise their Main EC Back Main EC Back menu SCAN menu SCAN totals. The information could then be shared View totals Scan item via email or Facebook. This would help the Total shops logged: 8 Spend Tesco fresh orange juice 1LTR campaign to grow and encourage others Total number of items scanned : 13 carbon points CARBON FOOTPRINT - 360g Total carbon points: 27 to become involved. Food miles covered 127, Share Total carbon foortprint of all items: 2950g Total carbon saving*: 4780g *measured against the nation average of similar items EC EC EC EC Main Back Back menu SCAN SCAN Back SCAN View shopping history My profile SCAN Find out more Home View last 10 View all shops shops How is a What is a What are Upload View View latest carbon carbon carbon points? shop totals shop footprint footprint? Total corbon saving canculated? Scan Find out My profile item more View View all Compare How to reduce Useful carbon 23/11/11 01/10/11 19/11/11 shopping 04/04/11 22/06/11 18/02/11 23/09/11 02/03/11 18/05/11 your carbon 03/01/11 scanned links history footprints footprint itemsBy giving the consumer easy to follow, visualrepresentations of their shopping history, it may Main EC Back Menu SCANencourage them to improve their shopping trends. View all scanned items Item carbon footprint carbon points amount purchased total carbon saving total carbon points from item View top carbon saving Filter My profile My profile item Tesco Pure Orange Juice (1ltr) 250g 25 2 2500g 22 Tesco Non-Biological Liquid Wash 375g 37 3 3750g 35 100W Pearl Lightbulb 120g 12 1 1200g 15 King Edwards (2.5 kg) 490g 49 4 4900g 42 Organic Baby New (750 g) Tesco Non-Biological LiquidCapsules 300g 30 43 3 4 3000g 34 47 On Off 430g 4300g 60W Spotlight 290g 29 2 2900g 28 Tesco 100% Pure Squeezed Orange Juice 570g 57 5 5700g 51 I have consciously kept the navigation of the site very simplistic to ensure that it could be used by the widest possible range of consumers.
7. Facebook James KirkA Facebook application would be set up allowing the user to share the information they have To add a fun element to the campaign, users would be able to create a ‘carbon face-print’logged via the website. Connecting the campaign to social media would help to increase by overlaying a picture of thier face onto the visual representation of their carbon foot-print.the reachable audience. By being able to personalise this element of the campaign, it may encourage the usersSharing information about your carbon savings would start rivalry between friends about to share the information with their friends.who has the better carbon footprint, and in turn would increase interest in the subject.The page would contain information about the campaign and links to relevant websites.
8. Summary James KirkConsumer Benefits Retailer BenefitsThe opportunity to become more environmentally conscious through the purchases they make. The chance for a retailer to position itself as serious about tackling climate change.The chance to educate themselves in a subject they may not have much understanding of. Create added appeal to customers that care about saving the planet.The chance to interact with exciting new technology. Build consumer trust for the retailer.The opportunity to earn points that are redeemable against future purchases. A chance to let consumers know that they are at the cutting edge of technology.A chance to share the information they are collecting with others. The opportunity to reward customers for making environmentally influenced purchases.A simple and engaging format that would appeal to vast range of consumers. The opportunity for retailers to asses the energy savings that could be made within its supply chain.The ‘feel good’ factor of knowing they are doing their bit in relation to tackling climate change. Increased purchases of own brands that carry the Eco-Scan label.This project has given me the opportunity to explore a subject that I previously had very littleknowledge of. I can honestly say that it has changed my own personal opinions on the subject, andI will be much more conscious of carbon footprints when considering the products that I purchase.As well as sustainable development, this project has allowed me to explore the subject of howpeople can interact with product packaging. With the use of digital technology and interactivedesign, the possibilities are endless and opportunities are fascinating.