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James Kirk
Hyper Island, Manchester

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  1. 1. Introduction The Challenge The Solution Influence consumer behavior in relation to buying more sustainable Sustainable development cannot be imposed on people. products and using products in a more sustainable manner. The key is to help people understand what sustainable development Consumers can have a huge impact on sustainable development through means, why it is a necessary, and how they can help to achieve it. their influence as purchasers. But they need help to make choices. Rewarding consumers with a stimulating, engaging experience is one Carbon labels are catching on in the UK. With companies including of the most successful ways to interact and educate. Using new and Coca-Cola, Cadbury Schweppes, Scottish & Newcastle and Aggregate exciting technology to do this, adds another layer of interest. Industries agreeing to measure the carbon content of a vast range of products. My solution uses a combination of mobile application, augmented reality, social media and advertising to help educate consumers 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 that a 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 items production. It is not surprising that most of us do not understand the labels. The meaning of a label with a footprint and a figure of "75g" is not immediately obvious. If shoppers do recognise the figure as a measurement of the total CO2 emitted in the production and processing of a product they still have to work out whether this figure is high or low. Communicating numerical values on there own may not be the best approach because most consumers find it difficult to make sense of grams of carbon relative to their lifestyle emissions.
  2. 2. Concept EC SCAN My concept is Eco-Scan. This initiative could be funded by the Government and supported by the Carbon Trust, an independent company set up by the Tesco is the grocery market leader in the UK. Since their launch in April 2008, Tesco have added carbon footprint labels on 114 of it own brand products. government in response to the threat of climate change. with a plan to increase this number to 70,000. For the purpose of this project I chosen to use Tesco as an example. However, I feel confident this concept could be applied to a variety of retailers.
  3. 3. QR LabelMy 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 hugeabout of information about a product.Using a QR code provides the opportunity to give the consumer more informationby taking up less space . There small size means they are relatively unobtrusivemark on the packaging.
  4. 4. In-store Terminal The best place to influence a consumer is at the point of sale. Carbon footprints are calculated Tesco fresh orange juice 1LTR By holding the code on the packaging up to the terminal, the user CARBON FOOTPRINT - 360g The concept would use in-store terminals that are able to scan the QR codes on from five stages of the products would be able to see the journey that product has taken. the products packaging. Once the code has been scanned the user would be able life. It became clear after research A carbon footprint is canculated from 5 stages. Select a stage to find out more. This would be represented by an augmented reality map with the to interact with the terminal. This would offer an engaging way to educate the that it is vital to educate people path marked on it. The user would be able to watch the carbon consumer about the products they are buying. about all of these and not just raw materials product manufacturing distribution & retail consumer use disposal & recycling footprint increase as the product covers a greater distance. focus on the ‘food miles’ stage. The incentive of trying out this new technology would appeal to a wide audience. The system would use a series of icons to depict the transport I have deliberately kept the interface as simple as possible to reinforce the user From here the consumer would be used. If the product had traveled a shorter distance (within friendly aspect of the system. able to find out more information Europe), a zoomed in map could be used. about each stage of the scanned products carbon footprint. Some of This type of technology was used recently in this Lego campaign, these may include further opportu- by holding the box up to the screen, it shows you to see what the nities to use the augmented reality set would be like assembled. Many parents take their children function of the system. For example, with them when shopping, I think this function would appeal the ‘product manufacturing’ stage Main Start to them in particular and be a great way to get them involved again with the campaign. menu may contain an visual representa- tion of the methods used. 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 cirlces until it flashes to make a selection. See this What is a Compare products carbon carbon journey footprint? footprints Start Main Start again menu again Tesco fresh orange juice 1LTR From the research I collected, a problem that became clear was that CARBON FOOTPRINT - 360g people didn’t understand the value of carbon. By giving themThis type of technology has been used Select a shape to see its carbon footprint. a clear way to compare the carbon footprint of other things, It wouldrecently in the Ford C-Max campaign. help them to gain a better understand of the true value of carbon. By selecting a shape, they would be able to see that items carbon footprint, for eample: Large Car - 9 tons of carbon emissions per year Pig (1 ton of pork) - 11 tons of carbon emissions per year Main Main Main Main Main Main Main Main Main Main menu menu menu menu menu menu menu menu menu menu 0 1 2 3 4 To make a selection the user would hold their had over one of the red Start again circles until it turned blue. Doing this gradually over four seconds would help to eliminate any mistakes when making a selection.
  5. 5. App Tesco Pure Orange Juice (1ltr)The Eco-Scan app would allow user to scan the QR codeson the carbon labels. By doing this they are able to log all the Carbon points: 5carbon efficient items that they are buying and learn moreabout these products.This will also give the opportunity to collect Carbon points.Each carbon labeled product would carry a carbon point valuethat when bought, could be transferred into club card points. Carbon foortprint of item: 250g National average of item: 480g Total carbon saving: 230g ADD TO BASKET CANCEL ITEM BACK This is a visual representation a carbon VIEW TOTALS footprint. The red area represents the Total number of items: 13 carbon footprint of the item. By measuring Total carbon points: 27 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. Giving the consumer a visual representation makes the information more digestible. MAIN MENU VIEW CURRENT SHOP They are able to compare products easily with information that is accessible and Total carbon foortprint of all items: 2950g understandable EC Scan new item Total carbon saving*: 4780g 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) Tesco Non-Biological LiquidCapsules 60W Spotlight Carbon foortprint of item: 250g Tesco 100% Pure Squeezed National average of item: 480g Orange Juice Total carbon saving: 230g REMOVE FROM ITEMS When a receipt is scanned it will give the user a code that is saved to the BACK BACK phone as a text message. This code is then entered into the website to update profile information and carbon points total.
  6. 6. WebsiteThe website would offer a way for consumers to interact with the campaign in theirhomes. this is often a reflective environment when people may be more opento finding out more information about carbon footprints. By creating a profile, Once the user has logged their carbon pointsit would also allow them to log the shops they have collected using the Eco-Scan app, using the code created by scanning the tilland to keep a detailed record of their shopping history. receipt, they would be able to spend them in the same way as clubcard points. A link By using a webcam, the user would be able would connect them with the correct page to see augmented reality maps in the same on the Tesco website. way as the shop terminal. Main EC Back Main EC Back menu SCAN menu SCAN View totals Scan item Total shops logged: 8 Spend Tesco fresh orange juice 1LTR Total number of items scanned : 13 carbon points CARBON FOOTPRINT - 360g Total carbon points: 27 Food miles covered 127, Share An important part of the campaign is to offer the user a digestible way to summarise their totals. The information could then be shared via email Total carbon foortprint of all items: 2950g or Facebook. This would help the campaign to Total carbon saving*: 4780g *measured against the nation average of similar items grow and encourage others to become involved. 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 items The website would contain a variety of information Main EC Back about the campaign. It would offer information about Menu SCAN View all scanned items carbon footprints and also have links to relevant sites like the Carbon Trust and the Tesco homepage. Item carbon footprint carbon points By giving the consumer easy to follow, amount purchased total carbon saving visual representations of there shopping total carbon points from item history, it may encourage them View top carbon saving Filter My profile My profile item to improve their shopping trends. 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 I have consciously kept the navigation Tesco 100% Pure Squeezed 570g 57 5 5700g 51 Orange Juice of the site very simplistic to ensure that it could be used by a widest possible range of consumers.
  7. 7. FacebookA face book application would be set up allowing the user to share the To add a fun element to the campaign, users would be able to createinformation they have logged via the website. Connecting the campaign a ‘carbon face-print’ by overlaying a picture of thier face onto theto social media would help to increase the reachable audience. visual representation of their carbon foot-print.Sharing information about your carbon savings would start rivalry By being able to personalise this element of the campaign, it maybetween friend about who has the better carbon footprint, and in turn encourage the users to share the information with their friends.would increase the interest in the subject.The page would contain information about the campaign and linksto relevant websites.
  8. 8. Summary Consumer Benefits Retailer Benefits The opportunity to become more environmentally The chance for retailer to position itself as serious conscious through the purchases they make. about tackling climate change. The chance to educate themselves in a subject they Create added appeal to customers that care about may not have much understanding of. 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 A chance to let consumers know at they cutting edge against future purchases. of technology. A chance to share the information they are collecting The opportunity to reward customers for making with others. environmentally influenced purchases. A simple and engaging format that would appeal The opportunity for retailers to asses the energy to vast range of consumers. savings that could be made within its supply chain. The ‘feel good’ factor of knowing they are to their bit Increased purchases of own brands that carry the in relation to tackling climate change. Eco-Scan label. This project has given me the opportunity to explore a subject that I previously had very little knowledge of. I can honestly say that it has changed my own personal opinions on the subject, and I 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 how people can interact with product packaging. With the use of digital technology and interactive design, the possibilities are endless and opportunities are fascinating.