NIKE + MIT CO-LAB INNOVATION CHALLENGE BRAND COMMUNICATION + RECYCLE/REUSE
1
2
3
MS Strategic design and management INTEGRATED STUDIO 1 Professor rhea Alexander Semester TWO
BRAND COMMUNICATION + RECYCLE/REUSE GAUTAM CHAITANYA
|
HAROLD PADILLA |
1
NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M
2
2
MIKA CHANG
3
| MATERIAL INNOVATION PROPOSAL |
3
| VANYA MITTAL
Contents TEAM
8
NIKE + MIT CO-LAB CHALLENGE
10
INTERVIEW + PERSONAS
OUR PROCESS
12
PHOTO ETHNOGRAPHY
48
PROJECT CALENDAR
14
AEIUO + INSIGHTS
50
PRIMARY RESEARCH
42
44
PHASE 1 - HEAR
18
PHASE II - CREATE
54
IDENTIFY PROBLEM AREA
21
INTERPRETING & VISUALIZING KNOWLEDGE
55
ECOSYSTEM MAP + INSIGHTS
22
JOURNEY MAP + INSIGHTS
57
STAKEHOLDER MAP + INSIGHTS
24
AFFINITY MAP + INSIGHTS
58
FRAMING RESEARCH OBJECTIVE
25
TREND MAPPING + INSIGHTS
61
BRAND COMMUNICATION
26
RESEARCH INSIGHTS
64
RECYCLE/RE-USE
28
BRAINSTORMING
66
DESK RESEARCH
30
IDEATION
70
BY GAUTAM
32
BIBLIOGRAPHY
72
BY HAROLD
38
BY MIKA
39
BY VANYA
40
NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M
4
Graphics and layout designed by vanya. CONTRIBUTIONS BY GAUTAM, HAROLD, MIKA AND VANYA.
| MATERIAL INNOVATION PROPOSAL |
5
HAROLD PADILLA
VANYA MITTAL
ECONOMIST
DESIGN STRATEGIST & VISUALIZER
BRAND COMMUNICATION + RECYCLE/RE-USE
MIKA CHANG
GAUTAM CHAITANYA
ARTS
NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M
6
ARCHITECT
| MATERIAL INNOVATION PROPOSAL |
7
THE CHALLENGE MIT Climate CoLab Challenge + NIKE
“
Fabrics and textiles impact our climate. A lot. How can we spark a materials revolution by rethinking how we value and use them? “
+ WHY:
WHAT:
The materials we use to clothe ourselves and cover our things have a profound impact on the climate. They are all around us – in the furniture we sit on, the cars we drive and the clothes we wear. The fact is, materials matter. According to research compiled by MIT Materials System Lab, approximately 25 billion kilograms of cotton was produced worldwide in 2013, resulting in the same annual GHG emissions as 51.3 million passenger vehicles. Enough leather is produced annually to cover the state of Maryland. Polyester production for use in textiles in this year alone is estimated to generate as much greenhouse gas emissions as the annual emissions of 185 coal fired power plants. That’s a material issue.
Developing new material compositions and reducing the impact of fabric production is necessary, but not sufficient to reduce the climate impact of industries that rely on fabrics. Before we can advance and scale innovation in materials, we need to build an understanding of the challenges and opportunities that exist. We need to redefine society’s relationship with fabrics and textiles. This contest seeks novel and well thought-out ideas on how to engage industries, designers, product creators and the public in valuing, demanding and adopting lower impact materials.
NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M
8
CREATING A MATERIALS REVOLUTION
HOW: Design Intervention with a 360 degree holistic overview of the ecosystem and by gaining insights through field research by deploying the tools of human centered design and design thinking process to conceptualize ideas and business models that would help catalyze a behavioral and actionable change among consumers and companies towards sustainable and modern lower impact material use.
Lower impact materials exist and more are being developed. Fabric manufacturing process improvements are able to reduce energy, water and chemical inputs which reduce the overall climate impact. The apparel industry and adjacent industries are using lower-impact and recycled materials, designing their products differently, using new manufacturing methods that require less material and electricity and generate less waste, and implementing take-back and reuse programs.
“
It’s time to create a materials revolution.
While these new materials are important innovations, they are just scratching the surface of what is possible.
“
| MATERIAL INNOVATION PROPOSAL |
9
OUR PROCESS
HEAR
During the Hear stage, we collected stories and inspiration from target communities using tools and strategies like individual or group interviews, context immersion, desktop research, self-documentation, and expert interviews.
CREATE
The Create stage is where we “translate” the information collected during the Hear Stage into “frameworks, opportunities, and solutions.” In this stage we move from the “concrete” details and scenarios to abstract insights.
THE CRE ATIVE THOUGHT PROCESS
DELIVER
NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M
10
The Deliver stage involves repeated prototyping, mini-pilots and pilot projects with the goal of delivering a sustainable product. The stage includes learning, iteration, measurement and evaluation to create a lasting, sustainable and useful product.
| MATERIAL INNOVATION PROPOSAL |
11
54 2 4 DAYS PHASES Members
PROJECT CALENDAR Below is the calendar we put together to tackle our 1st Phase of this project with NIKE and MIT Co-Lab. We broke the project down into three phases and had a concurrent Google Calendar on which we detailed the work we did, which team member did the work, and the result/accomplishment of the work.
IDEATION Understanding the challenge
7 DAYS
BRAINSTORMING 6 DAYS
18 days DATA INTERPRETATION + VISUALIZATION CO-CREATION+ SYNTHESIS
7 DAYS 3 DAYS 7 days DESK RESEARCH
14 DAYS FIELD RESEARCH
NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M
12
Understanding the challenge
DESK RESEARCH
FIELD RESEARCH
CO-CREATION + SYNTHESIS
25th JAN - 11 Feb
12th feb - 17th feb
17th feb - 1st MARCH
29TH FEB - 2ND MARCH
DATA INTERPRETATION + VISUALIZATION BRAINSTORMING 2ND MARCH - 8TH MARCH
| MATERIAL INNOVATION PROPOSAL |
13
6TH MARCH - 9TH MARCH -
IDEATION 9TH MARCH - TODAY
STAGE 1
HEAR THIS STAGE INCLUDES 1. IDENTIFY PROBLEM AREA - ECOSYSTEM MAPPING - STAKEHOLDER MAPPING 2. FRAMING TEAM OBJECTIVE 3. RECOGNIZE EXISTING KNOWLEDGE - DESKTOP RESEARCH - PRIMARY RESEARCH
NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M
14
| MATERIAL INNOVATION PROPOSAL |
15
IDENTIFY PROBLEM AREA To understand better the areas that needs change immediately and in the near future, we proceeded to develop stakeholders map and industry ecosystem maps. Through these tools we identified who were the most important actors and what they were doing in order to develop sustainable solutions in terms of materials. From our analysis we concluded that the industry was developing successful strategies along the value chain and there were different actors performing these activities. However, there was a disconnection between these efforts and what the consumer was perceiving. Indeed, although the apparel industry invest millions in marketing campaigns, few of those millions are spent in campaigns that showcase the efforts in terms of material sustainability.
• ECOSYSTEM MAPS • STAKEHOLDER MAPS
NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M
16
| MATERIAL INNOVATION PROPOSAL |
17
ECOSYSTEM MAP
ECOSYSTEM MAPS ORGANIZATION FOR ECONOMIC COOPERATION AND DEVELOPMENT: PROMOTIONS FOR SUSTAINABLE CONSUMPTIONS
SUSTAINABLE INITIATIVES LANDSCAPE MAP
COUNCIL OF MEMBERS (COMPANIES & POLITICAL LEADERS)
COLLABORATION WITH MAJOR PLAYERS
SUSTAINABLE GUIDELINES
GREEN INCENTIVES
REGULATIONS
SUSTAINABLE CLOTHING ACTION PLAN: INITIATIVE BY AUTHORITIES, COMPANIES, DESIGNERS AND MANUFACTURERS FOR CREATING AWARENESS AND SUSTAINABLE DEVELOPMENT – “ LOVE YOUR CLOTHES ” CAMPAIGN
LSP BUSINESS FOR INNOVATIVE CLIMATE AND ENERGY POLICY: INITIATIVE BY NIKE, LEVI’S + WITH 30 OTHER MAJOR BRANDS ARE MEMBERS WORK WITH GOVERNMENT
TECHNOLOGY INNOVATION SUPPLY CHAIN INNOVATION
SCAP
BICEP
CONSUMPTION
CAMPAIGNS
REDRESS
BRAND LOYALTY
TTB SAC
TREND FORECAST
ETHICAL FASHION FORUM: A DATABASE COLLECTION DIRECTORIES OF INNOVATION AND ETHICAL FASHION WORKS
SUBSIDIARIES ENVIRONMENT DESIGNER
CSR
Hand-in-hand relationship CSR/Government
COMPETITOR
MANAGER
ACCOUNTER
BACKOFFICE
FRONTOFFICE
BEHAVIOR
AN NGO MAJORLY WORKING TO REDUCE WASTE IN ASIA’S FASHION MARKET BY EDUCATING COMPANIES AND CONSUMERS
CONSUMER
Customer Satisfaction VS Maximize Returns Marketer/Competitor
Battle field scenario Never rest in peace INVESTORS
Manager/Designer
Profit-driven VS self-satisfaction
CULTURE
SUPPLIER
Designer/Environment
MANUFACTURER
Finding an equilibrium among cost, sustainability, marketing, ambitions…etc.
BY MIKA
RE USE
RE CYCLE
RENEWE REVENUE MODELS
Create a better living environment for people Manager/Investors
MARKETER
TRENDS
NIKE EFF
Backstage Staff/Manufacturer
SUSTAINABLE APPAREL COALITION
INTERNAL
GOVERNMENT
OECD
SUSTAINABLE ACTION PLANS
Work together to provide the best products for consumers
EXTERNAL TECHNOLOGY
LEATHER SOURCING POLICY : NIKE IS A PART TO REGULARIZE LEATHER
Designer/Technology
DEMAND
TEXTILE TOOL BOX: INITIATIVE BY TED TO INSPIRE AND EDUCATE DESIGNERS IN CLEAN AND INNOVATIVE MATERIAL USE
SUSTAINABLE APPAREL COALITION: MEASURES FOR SUSTAINABLE SUPPLY CHAIN MANAGEMENT FOR CLOTHING CORPORATIONS
BY GAUTAM
BY HAROLD NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M
18
BY VANYA | MATERIAL INNOVATION PROPOSAL |
19
BY GAUTAM
The ecosystem maps of the sustainable initiatives tells us about three main stakeholders who are taking part towards curating a change around sustainable and ethical fashion. The interrelationship among them and how the external initiatives have been impactful influencing the actions of the stakeholders.
BY HAROLD
KEY INSIGHTS FROM ECOSYSTEM MAP
The brands don’t create spaces to inform customers about the relationship between their industry and the planet.
BY MIKA 1. Product designers always need to find the balance between cost, marketing, sustainability, and ambitions. 2. By leveraging the technology progress, the whole value chain system should work together to close the loop, which means to create a circular economy.
BY VANYA 1. A huge disconnect with what the brand is doing internally in terms of sustainability with what is being conveyed externally. 2. Customers unaware about the great initiatives taken by NIKE in terms of environment and sustainability.
NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M
20
| MATERIAL INNOVATION PROPOSAL |
21
STAKEHOLDER MAPS
Working in conjunction ww ith Working in conjunction ith partners to tco reate cross- partners create cross- industry sustainable products industry sustainable products
Encourage/skew customers wwith ith Encourage/skew customers different deology ttowards owards different iideology purchasing ustainable purchasing oof f ssustainable products products
Design Design wwith the ith the latest latest TTES ES trend aand trend nd innovate innovate nnew ew methods methods to to “close “close tthe he loop” loop” for the for the eentire ntire ssustainable ustainable product product lifecycle. lifecycle.
Constantly m monitor onitorthe the Constantly sustainability sstrategies trategies sustainability of others of others
CONSUMER ATHELETE EVERYONE
Sports industry & & Fitness Fitness G Gyms yms Their impact on n cconsumer onsumer behavior
ACTIVITIES
MARKETING EXT. AGENTS AGENCIES
MEDIA
R&D
PRODUCTS INFRASTRUCTURE
CONSULTANTS
PARTNERS
BRANDING
RESOURCES
SUPPLIERS
SPONSORSHIPS
AMBASSODORS
SHARE HOLDERS
COMMUNITY EVENTS
SOCIAL AND SPORTS PROGRAMS
SALES TEAM
EXTERNAL PARTNERS
ADVISORS
LEADERSHIP AND MANAGENEMT
DESIGNERS
LABOURERS
Invest/appeal for Invest/appeal for more resources into more resources into the innovation the innovation of of sustainable aterials sustainable mm aterials
Continuous research research Continuous and edication into into and ddedication findings oof new f new findings materials aapplicable pplicable materials to the industry industry to the
Attract m more ore consumers Attract to purchase ssustainable ustainable to purchase products w with ith bbetter etter products decor iin both n both p physical hysical decor and vvirtual irtual sshops hops and
Establish an Establish an universal universal rrecycle ecycle program for program for aall used ll used sporting sporting ggoods oods
BY MIKA
CHANNELS
CULTURE ASSOCIATIONS
STRATEGISTS
Create aan n Create environmental environmental friendly friendly logistics logistics system system ffor or tthe he industry industry
Enforce/monitor Enforce/monitorthe the implementation of oaf a implementation sustainable orking sustainable ww orking environment environment worldwide worldwide
NGO’s
DEALORS
GOVERNMENT
LOGISTICS
DISTRIBUTORS
MARKETERS
CUSTOMER CARE
BY GAUTAM
BY HAROLD NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M
22
BY VANYA | MATERIAL INNOVATION PROPOSAL |
23
KEY INSIGHTS FROM STAKEHOLDER MAP
NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M
24
Along with the mentioned stakeholders in most of the cases, the customer-care too, are important stakeholders in developing a sustainable relationship with the consumer and the brand and cultivate the value in terms of after sale.
The brands perform outstanding activities in terms of sustainability performance and innovation. However, the people in charge of the communications strategy at a retail level, don’t participate in these conversations.
BY GAUTAM
BY HAROLD
1. Each stakeholder in the value chain of production can make their effort to protect and preserve our environment.
1. Social Media and Celebrities play a major role in influencing customers.
2. In order to close the loop of product lifecycle, how might we create a universal recycle program may be one of tipping points to explore.
2. Customers are not connected with the internal part of the brand
BY MIKA
BY VANYA
| MATERIAL INNOVATION PROPOSAL |
25
FRAMING RESEARCH OBJECTIVE brand communication
OBJECTIVE
Key Inquiry Areas
To conduct research on how brands • How does Nike communicate its help their customers identify and take value to the target audience? advantage of “sustainability”, while • How it impacts customers? identifying the disconnect between the • How does NIKEs direct and indirect Socially Conscious Mission of a brand competitors communicate with its and how the audience perceives it. customers? • How brands in different industries We will be studying how brands (around are leveraging customer behavior various industries) communicate the towards sustainability? benefits of sustainable behavior so • How the previous approaches/ it resonates on a personal level with attempts for communicating consumers, consequently sparking a fashion sustainability impacted change in action. on consumer’s demand? Why? • Behavior change What more is needed? (Direct • Awareness campaign Competitors) • Benefits for the customer • How brands add value to their value • Customer engagement proposition(s) in congruence with NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M
26
| MATERIAL INNOVATION PROPOSAL |
27
being sustainable that could drive the consumer to change their behavior? • How did other industries/fields disrupted the established markets towards more environmental conscious market? (Industries like food, transportation, lighting, paper etc) • Which areas does Nike concentrate in terms of sustainability?
Why is the answer to this questions important? After our initial research, we understand that a socially conscious mission in itself is unfortunately not enough to inspire customers. NIKE conducts a thorough analysis of five key environmental aspects: energy use, greenhouse gas emissions, waste, water use and chemistry. It drives innovation and collaboration and engage in public policy advocacy to deliver carbon reductions across the value chain. It is targeting to achieve a 20% reduction in CO2 emissions* per unit from FY11 levels through FY15 (in aggregate from assessed footprint in the built environment, logistics and footwear manufacturing). But is the customer aware about it. Do they know, what actions NIKE is undertaking to create a safer and secure environment for the future?
Why is it we do not yet have a satisfactory answer to this question? NIKE as a brand communicates what the company creates, promises and fulfills for its market, for its customers and its prospects. In this way the brand is more than a first impression, it is the entire experience that others have with the company from the very first time they learn about it. But after our initial research we realized that most of the sustainability programmes that NIKE undertake happens within the firm and the customers are left unaware of their impacts. The customers are not educated enough about how NIKE is helping the world become a better place and more sustainable for future. • Conduct analogous research to understand how different industries have successfully communicated their social mission that resonates with the target audience. • Identify the gap in communication for NIKE
NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M
28
NESTLE WholeFoods Traders Joe Automobile (Gautam) Tesla Due to the size of the company, Nike Ford interacts with customers in different Toyota levels and environment creating experiences through different channels. RESEARCH METHODOLOGY The proposed research will help us gain further understanding of the challenges PHASE I: Secondary Research an organization faces to communicate Timing: 12th - 15th Feb sustainability to consumers. This will Audience: Brands and organizations assist us in brainstorming ideas around mentioned under “Industry Segments” bridging those gaps. • Understanding how successful
How will our proposed research bring us closer to answering the question?
Industries Segments (Internal & External Communication): Main Focus Textile/Apparel industry (Vanya) • H&M • Eileen Fisher • Adidas • ZARA • GAP • Forever 21 • UNIQLO Analogous Focus Construction (Gautam) HOK Aecom Food industry (Harold) PEPSI
implementation of the Internal Branding can build the bridge between strategy and execution. What’s the best ways brands are executing to affect consumer behavior change? 1. Existing market research results 2. Annual Reports 3. CSR Reports 4. Case studies 5. Interbrand’s annual report on the world’s top 50 sustainable brands 6. Social Media - Facebook, Twitter, Instagram, Youtube • ANALOGOUS RESEARCH (Industries Mentioned above) Our goal is to understand how these companies use their brand’s’ presence and value propositions to communicate sustainability values to consumers and to highlight the brands that are succeeding
| MATERIAL INNOVATION PROPOSAL |
29
in talking sustainability in a way that actually matters to the man and woman on the street. 1. Strategies 2. Business model 3. Value proposition 4. Roles 5. Tools 6. Customer segment PHASE II: PRIMARY RESEARCH Timing: 15th - 19th Feb By Vanya H&M Forever 21 Adidas Puma Uniqlo
By Harold & Gautam Loomstate Tesla Underarmour WholeFoods Levis
Approach: Contextual Design Understand communication flows, sequence of acts, the artifacts and tools people use to accomplish work, the impact and influence of the culture of the work and the impact and influence of the physical environment on the work.
Value opportunity analysis Document, and code information under a guiding taxonomy of Activities, Environments, Interactions, Objects, and Users.
FRAMING RESEARCH OBJECTIVE RECYCLE/REUSE
ETHNOGRAPHIC RESEARCH • Observational Research Design Ethnography: To observe how the visual merchandising and branding of a brand convey the message to its prospective buyers. Collect firsthand personal accounts of experience, opinions, attitudes, and perceptions. • Interviews Interviewing Visual Merchandisers, Managers and Salespersons at the Store. Collect firsthand personal accounts of experience, opinions, attitudes, and perceptions. Objective: Should brands better communicate their sustainability performance to its Customers? Observing potential customers Observing buyers Observing sales person in the store
AEIOU Document, and code information • Surveys & Questionnaires under a guiding taxonomy of Activities, • Workshops Environments, Interactions, Objects, and Users.
NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M
30
OBJECTIVE
Key Inquiry areas
Quantitative and qualitative research methodologies were used to conduct cross-industry research with reuse/ recycle programs. Gather the information of their mechanisms, channels, policies, and the outcomes. Through the results of the investigation, to understand the value of current reuse/recycle systems and how they resonate within the company itself to and the public as they related to sustainability. According to the result of our research, try to identify if this is an area of opportunity for impact and one of the prongs of our tipping point for change.
Understanding the current systems and user experience System & Process What companies and organizations currently have reuse/recycle programs? Do they have partnership with others to proceed with the program? What are the procedures? What are the methods and techniques for these programs to turn the used/recycled goods to reusable materials and products? Is there any step in the process that will cause damage to the environment?
| MATERIAL INNOVATION PROPOSAL |
31
Motivation & trigger
RESEARCH METHODOLOGY
What is the reason and motivation for some companies to create reuse/recycle programs? What do such programs cost the companies? How can the outcome of the program be measured? What are the main factors that cause each program’s efficiency and inefficiency? Did companies benefit from it? How can consumers benefit from such used/recycle programs companies provided? What are the incentives to make consumers more or less willing to take actions?
Research Process: Key Facts
What companies and organizations currently have reuse/recycle programs? Do they have partnership with others to proceed with the program? What are the procedures? What are the methods and techniques for these programs to turn the used/recycled goods to reusable materials and products?
Defining the opportunities and pain Interviews points in current systems What are the advantages and shortages of each program’s operation procedures? Can we find the ways to improve the weaknesses and leverage the strengths of each system? How can we increase stakeholders’ engagement in reuse/ recycle programs? Is there any opportunity to improve the user experience? What kind of external or internal factors might affect provider/user behavior? Based on our findings, how can we create an ideal reuse/recycle program?
The Expert Interview Interviewed with Ron Gonen, the expert in recycling field. Mr. Gonen is the Co-Founder and CEO of the Closed Loop Fund. He is also an Adjunct Professor at Columbia Business School. In 2012, he was the recipient of the Social Enterprise Teaching Award for Excellence in Teaching. He served as the Deputy Commissioner of Sanitation, Recycling and Sustainability for New York City prior to launching the Closed Loop Fund. He was the Co-Founder and CEO of RecycleBank during 2004 - 2010.
Conduct interviews with people who did and did not engaged in recycle program. What is the reason and motivation for some people to take part in reuse/recycle programs? What do such programs cost the companies? How can the outcome of the program be measured? What are the main factors that cause each program’s efficiency and inefficiency? How can consumers benefit from such used/recycle programs companies provided? What are the incentives to make consumers more or less willing to take actions?
NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M
32
| MATERIAL INNOVATION PROPOSAL |
33
RECOGNIZING EXISTING KNOWLEDGE DESKTOP RESEARCH Understanding and synthesizing the already published data and reports from internet to curate holistic scenarios about how different apparel industries promote sustainable initiatives and awareness campaigns. Looking at the existing industry and other stakeholder’s efforts of communicating and valuing sustainability through different mediums and channels like current market demand, annual reports, CSR, Case studies, ratings and through social media like Facebook, Twitter, Instagram, Youtube etc. Another aspect of desktop research includes analogous research of different industries including automobile, food, furniture etc. This research will help gain insights about how different industries leverage the value proposition of sustainability to spread the awareness among their consumers.
• COMPETITIVE ANALYSIS • ANALOGOUS RESEARCH • REVIEW OF RELEVANT RESEARCH & TREND ANALYSIS
NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M
34
| MATERIAL INNOVATION PROPOSAL |
35
Research by gautam
NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M
36
| MATERIAL INNOVATION PROPOSAL |
37
Research by HAROLD o n F O O D i n dustr y
“Whole foods, whole people, whole planet”
“Performance with purpose”
Strategy
Core values - Team Members Happiness - Partnership with Vendors and Suppliers - Satisfied and Delighted Customers - Community and Environmental Responsiveness
Sustainability is integrated in the business model at all levels - Performance - Human Sustainability Environmental Sustainability - Talent Sustainability
Whole foods leads the conversation about sustainable food consumption and the relationship between what we eat and what we are. However, their strategy lacks of KPI and specific goals.
NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M
38
Pepsico is leader in business performance reporting applying an integrated framework in their annual reports.
| MATERIAL INNOVATION PROPOSAL |
39
Environmental marketing The 8 C’s of sustainability branding
“It’s time to #COME CLEAN”
“Change begins at home”
- Consumer-Facing: will have the most immediate impact on your brand’s public perception. - Competitive: Differentiate yourself with sustainability features. - Core: Tie sustainability to a brand’s core business. - Conversational: Invite users to participate in a conversation about to strengthen the relationship.
“Let’s go all in on selling sustainability” Steve Howard Chief Sustainability Officer IKEA Group
- Credible: Green-washing, even if unintended, can do a brand serious harm.
- Collaborative: Brands with sustainability credentials are banding together to create standards and encourage consumer confidence.
Strategy
Strategy Make a difference without leaving home: - SAVING ENERGY - We’ve gone all-in with LED - SAVING WATER - Tapping into more ways to useless water - WASTE & RECYCLING - Using resources in a smart way
Sustainability is integrated in the business model at all levels
- Certified: More companies are going further, forming creative partnerships with NGOs
- Performance - Human Sustainability - Environmental Sustainability - Talent Sustainability
- Quiet: More sustainability built in, and less sustainability talk.
Ikea is a worldwide leader in educating Pepsico is leader in business performance consumers around ways to reduce reporting applying an integrated framework in environmental impact. their annual reports.
NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M
40
| MATERIAL INNOVATION PROPOSAL |
41
Research by MIKA on RECYCLE AND REUSE
Landscape/Current Recycle Programs
According the way it functions, the current recycle programs can be divided into 7 categories: Partner with other company to deal with the used goods they collected. Ex. H&M, Levis, Reformation, Uniqlo Provide free-shipping label for consumers to send their used goods back for recycling. Ex. Reformation The organizations or companies which help individual or companies to do recycle. Ex. I:CO, GrowNYC, 2ReWear Provide in-store product voucher or discount for consumers who recycle their used goods. Ex. H&M, Levis Take recycling as one of their production process. Minimize garbage to landfill. Ex. Patagonia, Apple Provide repair service for their own product. Ex. Patagonia Create multiple use of recycled materials. Ex. Bonded Logic, Recycled denim turned to a building insulator; Worn Again, Textileto-textile, chemical-recycling technology
NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M
42
| MATERIAL INNOVATION PROPOSAL |
43
Research by VANYA
Future trend for recycling Time Space
Green-to-Blue Space
Efficiency, Easier Access, and Advanced Technology to recycle in the shorter period of time. Inner Space Study in consumers’ phycological behavior and find the motivator for people to do recycling.
Micro Space
New technology to transform material into more reusable material. (”The future of textile recycling lies in the supply chain, not retail stores.” “Textile-to-textile, chemical-recycling technology”)
Decomposed the recycled products into various implication of technologies. (Ex. Bonded Logic uses recycled denim as building insulator. Wal-Mart uses rubber in store baseboards that is made partly from old diapers, steel containing recycled components and concrete composed of fly ash. )
Over the last decade sustainability and sustainable growth has become one of the most prominent and important topics in our society. Second to oil, fashion and textiles is the most polluting industry in the world. Every stage in a garment’s life threatens our planet and its resources. It can take more than 20,000 liters of water to produce 1kg of cotton, equivalent to a single T-shirt and pair of jeans. Up to 8,000 different chemicals are used to turn raw materials into clothes, including a range of dyeing and finishing processes. And what becomes of the clothing that doesn’t sell, falls apart or goes out of style? More often than not, it is discarded in giant landfills.
Play Space
APPAREL INDUSTRY BY NUMBER
“Creation of recycle platform becomes an online competition worldwide. People can compete online for better result.
Cyber Space
Inter Space
Design Space
Storage Space
“Greater interaction among all social media or rewards program to create a recycle-friendly platform.
on FASHION AND TEXTILE INDUSTRY
“Create an universal recycle platform for all sectors (government, end users) to interact with each other.
All products associated recycle procedure are more fashionable and attractive to people
Extract ingredients from recycled materials to enhance storage capability
Outer Space
Develop an universal recycle program for all countries in outer space
NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M
44
| MATERIAL INNOVATION PROPOSAL |
45
7 MOST SUSTAINABLE FIRMS
ANALOGOUS RESEARCH FAST FASHION - While it works for the customer, it’s clearly promoting a culture of disposability. Stacy Flynn, CEO Founded: 2014 Premium textile fibre
made from garment waste
“I see so many issues with the
framework of the textile and apparel system, mainly with fibre procurement and waste (the beginning and the end of the linear supply chain).”
Their Labor Practices Are Unacceptable
Transparency H&M publishes a list of
H&M is the biggest garment“We hope to replace the conventional
producer in Bangladesh—
New York City, NY
T-shirt in someone’s closet with an
Founded: 2004
organic one. When the customer has the
KNOWN FOR devastating conditions
Sustainable apparel and uniforms
opportunity to understand the supply
chain of a product, they are more likely
“The fashion industry is a dirty business
Founded: 2013
that, for the most part, is all about
womenswear
its factories, but it doesn’t tell much beyond the
of clothes manufacturing DUE TO
THE Rana Plaza garment factory CASE
- committed to get rid of all
hazardous chemicals from its
manufacturing process by 2020.
enormity of their
- pledged to get all of its
operations.
cotton from “sustainable sources” by 2020
in April 2013 killing 1,100, injuring 2,500
to keep, respect, and repair that product.”
Kristin Glenn, Founder & CEO Socially responsible
Notable Effort FUTURE PLAN
quick buck. By producing locally, I’m
able to offer products that I believe in and feel good about.”
accused by The Institute Gap Inc.’s committed to leading ethical
for Global Labor and Human Rights for using a Bangladeshi
business standards and practices, and
regularly must work 100 hours
for customers, employees, suppliers,
driving long-term value
sweatshop where workers
and investors.
per week for less than 25 cents per hour.
Abby Sutton, Co-founder
“The beauty of conscious company is
Founded: 2012
that the work is so integrated that the
Responsibly made,
high quality jeans and clothing
- works with ONLY 70 RETAILERS-
good stories flow naturally from the heart of the business and there is no need for extra initiatives.”
In 2011, the book The Glory
and Disgrace of UNIQLO was Published, condemning the
Courtney Montague, Co-Founder &
“I believe that everyone who works
Founded: 2012
with us, from our interns to vendors,
Socially responsible, stylish
value our mission and add to the
apparel and accessories , selling
artisan products and eco-friendly
Founded: 1994 Organic, fair trade men’s and women’s clothing.
slave-like labor conditions.”
The company lists its failures
efficient through every part of
in an annual report by factory,
the garment production process.
location, and situation.
- pledged to completely eliminate
great service.” came under fire in 2012 for
“From land to the loom to the hanger, we’ve made a conscious
decision at each stage of the way to stay true to quality, ethics,
Forever 21 is privately
its “sweatshop-like conditions”
held and reveals hardly
to hand over documentation
its operations.
and has a history of refusing
any information about
of its labor practices.
of people are really
has been found using
about these things and are
than once.
given permission to care.”
LED lights in new stores to reduce energy use,
- shipped goods by sea instead of air to cut down on carbon emissions, distribution center.
“Throughout the company lots encouraged to be passionate
- the conglomerate has installed
- recycled all the boxes at its
and sustainability.”
Founded: 1984 clothing for women
and waste-reduction efforts. - working on becoming energy-
hazardous emissions by 2020.
Eileen Fisher, Founder Organic, sustainable
Fast Retailing’s reporting is among the best of this group.
over all desire to provide us with
vintage products.
Matthew Reynolds, Co-Founder
company’s “extremely harsh,
monitor CLOSELY, improve quality
slave labor more
While Zara has been highly
publicized for its labour rights violations mostly in South America, it has a robust set of practices in
place to ensure fair and safe working conditions.
This includes a code of conduct for manufacturers and suppliers, health and safety and social and Environmental considerations.
NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M
46
| MATERIAL INNOVATION PROPOSAL |
47
RECOGNIZING EXISTING KNOWLEDGE EXPLORATORY RESEARCH Exploratory Research is the type of research that you go out and collect yourself. Examples include surveys, interviews, observations, and ethnographic research. When conducting primary research, it is possible to gather two types of information: exploratory or specific. Exploratory research is open ended and helps you define a specific problem. It usually includes detailed, unstructured interviews in which lengthy answers are solicited from a small group of respondents. Specific research, on the other hand, is precise in scope and is used to solve a problem that exploratory research has identified. Interviews are structured and formal in approach.
• INTERVIEWS • PERSONAS • AEIOU
NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M
48
| MATERIAL INNOVATION PROPOSAL |
49
INTERVIEW BRAND COMMUNICATION
PERSONAS
In the interview process, our goal was to understand people (end users and other stakeholders) and their thoughts and perspective about sustainability and brands. We spoke to employees at different levels from brands and industries. We believed that we could unlock all kinds of insights and understanding that we would have never got from our desk research. We made sure to observe the interviewee’s body language and surroundings and see what we can learn from the context in which they’re talking. Our team came up with a series of personas, each of them representing a type of employee, based on the interviews conducted.
27
People Interviewed
15
Across Stores “
2
Sarah AGE: 26
“If I tell people that this is made from recycled material, they feel like...oh I'm helping the environment”
IN WEEKS
I can tell you all the technology in our products but you got me with the sustainability thing
KEY INSIGHTS Aware of values Brand believes in. communicates important information to employees in the morning meetings. Informed about new technology brand uses - Processes - Innovation In Manufacturing - Benefits Knows about upcoming events and informs the employees Believes in the core values of the Brand Personally entertains the Loyal customer Wishes to convey detailed information but doesnʼt have the authority
AMBASSADOR FOR A GREEN INITIATIVE FOR THE MONTH
KASEY AGE: 27 “If given a Magic Wand I will recycle every cloth from the landfills and make our planet greener.”
Well aware about the Brands sustainable actions Heads a CSR/Sustainable Initiative every month anticipate Bad marketing as the reason for unaware customers is Self-motivated Believes strongly in Recycle/reuse initiatives Volunteer in opportunities and wish to spread more knowledge about the same Plans different approaches to inform co-workers
“ “
If given a Magic Wand I will recycle every cloth from the landfills and make our planet greener. “ “
If I tell people that this is made from recycled material, they feel like...oh I’m helping the environment
Noah AGE: 23
“I can tell you all the technology in our products but you got me with the sustainability thing”
Unaware about the Brands sustainable actions not communicated well about the Brands Green initiative by the Managers Informed about new technology brand uses Focus more on Product details Have vague idea about the recycle program in the store Aligned well with brand vocabulary taught to believe in Performance of ONLY the Product Has an impression that customer only care about trends
“ NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M
50
| MATERIAL INNOVATION PROPOSAL |
51
1. Consumers responds to discounts or rewards in order to act (CUSTOMER) 2. Employees have the power to persuade customers but themselves are unaware about the brand sustainability actions (Internal) 3. Customers feels content and proud when told that they helped the environment (Internal)
INTERVIEW RECYCLE + REUSE
PERSONAS AISHA
KEY INSIGHTS Recycle By Incentives
§ BIO
INTERVIEWS
Conduct interviews with people in fashion retailer stores who did and did not engaged in recycle program. INSIGHTS Most people shop at fast fashion retailers because they care more about the price than quality. Always brings his used clothes to Buffalo Exchange or Beacon’s Closet. Got used clothes & shoes which can not fit my kids anymore… (Kids clothes) How can I educate my kids to have a good habit of recycling? (Kids Education) Which is the most convenient way for me to recycle? (Efficiency & Convenience) Where can I find information about recycle program? (Information & communication) Is there any benefit for me to do recycle? Any discount or reward? (Incentives)
THE EXPERT INTERVIEW
Ron Gonen, manager of the Close Loop Fund. The Closed Loop Fund invests in and finances municipal infrastructure projects focused on recycling. Investors include Walmart, P&G, Unilever, Coke, Pepsi and Johnson & Johnson.
QUOTES “ Cost of recycle should be a part of an “overall manufacturing cost” to the manufacturer, NOT as an additional cost to the retailers or consumers.” “ Corporate responsibility is to take back whatever they produced and put the back to mother nature.”
§ PERSONALITY “ I always take my used clothes to H&M and get 20% off coupon. Convenience will be the most influential incentive for me to do recycle. “
AGE OCCUPATION SCHOOL STATUS LOCATION ARCHETYPE
21 Student FIT Single New York City Open-minded
Turn used things to be re-usable Help people who are in-need Save money for purchase
§ FRUSTRATION • • •
Not every shop takes in used clothes for recycling Clothes are cheap but not durable Wonder if there is a more convenient way to d o recycle
Introvert Intuition
§ MOTIVATIONS
Thinking
Feeling
Discount/Rewards
Judging
Perceiving
Convenience Eco-friendly
§ BRANDS
Goodwill Self-consciousness
Recycle Occasionally § BIO
§ PERSONALITY “We cooperate with I:CO, and take any clothes and shoes even not from Levis. “
42 Sales Person LEVIS Married New York City Hard-working
§ GOAL • • • •
Encourage young people to recycle Buy goods with better durability Shop online to reduce waste Always bring own shopping bag
§ FRUSTRATION • • •
Young generation don’t care about the environment No time to recycle properly Recycle facilities a re limited
Extrovert
Introvert
Sensing
Intuition
§ MOTIVATIONS
Thinking
Feeling
Discount/Rewards
Judging
Perceiving
Convenience Eco-friendly
§ BRANDS
Goodwill Self-consciousness
ERIC
Always Recycle § BIO
Eric is a supervisor at Club Monaco. The company he works with now doesn’t have any recycle program but he knows that Patagonia does. Even though H&M also has its policy about recycling, he thinks H&M makes much more damage to the environment than it does to recycle. He usually takes his used clothes to Buffalo Exchange or Beacon's Closet.
§ PERSONALITY ”H&M tried to go green and pretended they don't have child labor."
AGE OCCUPATION COMPANY STATUS LOCATION ARCHETYPE
• • •
Sensing
Kaniz is a sales person at Levis and a mother of 2 young boys. She has worked at Levi’s for 5 years and understands the company recycle policy very well. At home, she often educates her kids about the importance of recycling but due to her busy work schedule, she ca n only recycle once a while.
AGE OCCUPATION COMPANY STATUS LOCATION ARCHETYPE
§ GOAL
Extrovert
KANIZ
“ To reduce the packaging material used and toward the goal to eliminate the package is the first step for sustainability.”
NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M
52
Aisha is a student at FIT. She loves fashion and likes to go shopping. And she usually brings her used clothes to H&M because they provide 20% off coupons. Sometimes she also sends used clothes to her relatives who are in Dominican Republics or donates them to Red Cross. Except for discount, she thinks that convenience is also an important incentive for her to do recycle.
28 Supervisor CLUB MONACO Single New York City Self-motivated
§ GOAL • • •
Make the world becomes more sustainable Reduce waste Buy things with good quality and durability
§ FRUSTRATION • •
Fast fashion companies pretend to raise environmental awareness People care price more than environment issues
Extrovert
Introvert
Sensing
Intuition
§ MOTIVATIONS
Feeling
Discount/Rewards
Thinking Judging
§ BRANDS
Perceiving
Convenience Eco-friendly Goodwill Self-consciousness
| MATERIAL INNOVATION PROPOSAL |
53
1. Consumers recycle in store when they are going to buy something. 2. CONSUMERS RECYCLE EITHER FOR INCENTIVES OR CONVENIENCE. 3. THEY CAN EITHER BE fashionable or eco-friendly. HAVE Lots of clothes in THEIR closet which still look new but outdated, SO Don’t want to wear them anymore.
AEIOU
AEIOU is a heuristic to help interpret observations gathered by ethnographic practice in industry. Its two primary functions are to code data, and to develop building blocks of models that will ultimately address the objectives and issues of a client. Activities are goal-directed sets of actions—paths towards things people want to accomplish. Environments include the entire arena where activities take place. What is the character and function of the space overall, of each individual’s spaces, and of shared spaces? Interactions are between a person and someone or something else; they are the building blocks of activities. Objects are building blocks of the environment, key elements sometimes put too complex or unintended uses (thus changing their function, meaning and context). Users are the people whose behaviors, preferences, and needs are being observed. Who is there? What are their roles and relationships? What are their values and prejudices?
NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M
54
| MATERIAL INNOVATION PROPOSAL |
55
NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M
56
| MATERIAL INNOVATION PROPOSAL |
57
HOW MIGHT WE make employees better persuade customer about sustainable products?
HOW MIGHT WE CREATE TRANSPARENCY ABOUT PRODUCT TECHNOLOGY/LIFE CYCLE?
HOW MIGHT WE? FROM AEIOU
HOW MIGHT WE CREATE STANDARDIZED EASY TO UNDERSTAND LABELS FOR SUSTAINABLE PRODUCTS? HOW MIGHT WE MAKE STORE EXPERIENCE MORE INTERACTIVE?
NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M
58
| MATERIAL INNOVATION PROPOSAL |
59
HOW MIGHT WE educate employees about sustainability and actions taken by the brands?
STAGE 2
CREATE THIS STAGE INCLUDES 1. INTERPRET & VISUALIZE KNOWLEDGE 2. IDENTIFY PATTERNS, THEMES AND OPPORTUNITY AREAS 3. PULL RESEARCH INSIGHTS 4. BRAINSTORM 5. IDEATE NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M
60
| MATERIAL INNOVATION PROPOSAL |
61
INTERPRETING AND VISUALIZING KNOWLEDGE After the Hear stage, our team took a good long look across the Desktop Research, Analogous Inspirations, Interviews, and other learnings to synthesize its findings and look for patterns among them. In this phase we’ll share what we’ve learned with our team, make sense of a vast amount of data, and identify opportunities for design. We’ll generate lots of ideas, some of which we’ll keep, and others which we’ll discard.
• JOURNEY MAP • AFFINITY MAP • TREND MAP
NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M
62
| MATERIAL INNOVATION PROPOSAL |
63
JOURNEY MAP BRAND COMMUNICATION
Informed SALESPERSON
The User Journey Map tracks users’ steps through an entire experience. This method decomposes the a service or product experience in small actions to gain insights into problems that might be present or opportunities for innovations. A user journey map tells a story about an individual’s actions, feelings, perceptions, and mindsets including the positive, negative, and neutral moments. The process of building a journey map consists in generating a list of activities, cluster them, post them as nodes in a timeline and look for pain points and impacts along the experience.
BY GAUTAM
Uninformed Conscious Manager
BY HAROLD NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M
64
| MATERIAL INNOVATION PROPOSAL |
65
JOURNEY MAP Recycle - reuse
Captain Conscious
RECYCLE BY INCENTIVE Wow!
H&M does take the used clothes & shoes for recycling
Lots of fashion retailers are members of I:CO program
Want to go shopping!
Awareness There are already lots of clothes in my closet…
Make more purchases at H&M
The sales person knows well about the program
Discover
Investigate
Join
Contribute
Receive
Not every store really proceeds the recycle program practically They refused to take my old stuff…
Still look new but outdated… Don’t want to wear them anymore
Uninformed Salesman
Bring used clothes to H&M will receive a voucher for 15% off
ALWAYS RECYCLE
Shops high quality clothes which are more durable
Awareness
Knows well about current programs of sustainability in fashion industry
Discover
No business today! Most people shop at fast fashion retailers because they care more about the price than quality
Always brings his used clothes to to Buffalo Exchange or Beacon's Closet
Investigate
Join
Does not want to join the online used thing swap website like YERDLE
66
Contribute
Receive
Even though it’s a creative way to encourage people reuse stuff… Still wants to keep his privacy…
Does not think that fast fashion companies like H&M are really doing good to the environment
BY VANYA NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M
Feels content of his lifestyle. Feels satisfied with what he’s done to protect the environment.
Brings his torn coat to Patagonia for free repair service
BY MIKA | MATERIAL INNOVATION PROPOSAL |
67
HOW MIGHT WE MAKE RECYCLING MORE EFFICIENT AND CONVENIENT TO CUSTOMERS?
HOW MIGHT WE? FROM JOURNEY MAP
HOW MIGHT WE CREATE AN ENVIRONMENT IN THE STORE TO COMMUNICATE SUSTAINABILITY? (EXPERIENCE + SERVICE DESIGN) HOW MIGHT WE Convey performance in terms of emotions? (Brand Strategy/ Marketing) HOW MIGHT WE TARGET CUSTOMERS EMOTIONALLY AND SPREAD AWARENESS? HOW MIGHT WE Communicate awareness through packaging? (Brand Strategy/Marketing)
NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M
68
| MATERIAL INNOVATION PROPOSAL |
69
NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M
70
| MATERIAL INNOVATION PROPOSAL |
71
AFFINITY MAP The Affinity Map is a process used to externalize and meaningfully cluster observations and insights from research. It is an inductive exercise, which means that instead of grouping notes in predefined categories, the work is done from the bottom up, The process of building an affinity map consists in collect generated observations, take them to the same level of complexity, cluster them in common rationale and create insights from general ideas. VANYA
HAROLD
GAUTAM
MIKA
EMPLOYEES Non - physical channels
Video adds become trends
Sustainability info is not displayed in the online shop
Nike SM Twitter 5,81 mill Facebook 23,7 mill
Nike Marketing budget: 2,4 billions
B2B represents 80% of the sales
North America represents 44% of sales
Creation of councious online community through the brand
Analogous research
Food Industry: People interact more often with the brands
Whole foods communicates a lot but doesn’t have KPI Pepsico “Performance with purpose”
Online sales: 15% and grow rapidly
Water - Energy
INCENTIVES
Fashion Level of awareness
Food
Environmental marketing
Shift from problem focus to focus the consumer as the hero Endorsement In sports, defenses come down and user is willing to percieve
VS. Price, design, confort
Emotional, self-expresive
Sustainability is more atractive when is excitement, sophistication, fun or empowerment rather than with recyclable or waterless
Sponsorship by athletic team, college and celebtity
Retail experience
Increasing emphasis
Manager
Well Informed
Uninformed
on augmented reality apps and devices
Active and loud music
Associate triump with apparel “Victory”
Premium, open customer experience
Environmental focus on the place rather than the product
Successful cases: 1. Be a friend 2. Meaningful story 3. Honest 4. Compasionate 5. Respectful
Sales people don’t participate in the creation of retail experience
Training equipment to try product performance
Communicate sustainability through lables and tags
Aspirational consumer: Materialistically oriented, aspiring to be sustainable in their purchases and beliefs
Sales Person
INSIGHT (Internal communication) (Personas)
Aware only about the Main activity eg. Recycle
Focus on product details
No direction from the Head to communicate sustainability values to employees Communicates Product Details
CoNvey Brand Value to Customers Persuades customer enthusiastically
PACKAGING
Analogous
Ambassodor of the Month for a Green Initiative/CSR
Uses laYers of packaging
Has sustainability in their DNA
customizable
Job is to inform employees about the same
Use of plastic bags
Uses on Fair Trade Products
about specs and detailed info
Volunteer for the Initiative
Doesn’t control packaging in Wholesale Store
Believes in Transperancy
Believes in the Initiative
SUSTAINABLE BRANDS Use recycleable Material
Believes in core values
Entertains Loyal customer personally
Morning meetings for genral info Doesn’t understand SUSTAINABILITY Well.
Captain Conscious
Morning meetings for general info
Have a conception customers do not care
Isn’t given much authority in the process on convey info.
Isn’t given enough opportunity to take it forward Work on a very small scale (Just their store)
INSIGHT MATERIAL IN TERMS OF PACKAGING
More motivated than others
Aren’t aware about other Brands
http://www.qmac.ca/teslas-marketing-strategy-accelerating-the-world-into-sustainable-transport/
http://source.ethicalfashionforum.com/article/marketing-sustainability-for-the-luxury-fashion-sector-
https://hbr.org/2015/10/how-tesla-under-armour-and-sonos-do-branding
http://globalwarmingisreal.com/2013/08/22/efficient-vehicles-u-s-auto-industry/
http://scienceofrevenue.com/tag/tesla-marketing-strategy/
http://www.cleantechies.com/2012/01/18/top-ten-sustainability-initiatives-of-nissan-motors/
http://www.justmeans.com/blogs/top-companies-communicate-sustainability-to-consumers-in-innovative-ways
NIKE + MIT CO-LAB CHALLENGE | PARSONS THEhttp://www.toyota-global.com/sustainability/social_contribution/ NEW SCHOOL OF DESIGN | MS. SD&M
http://www.triplepundit.com/2010/05/how-companies-communicate-sustainability-strategy-online/ http://www.theguardian.com/sustainable-business/starbucks-toyota-transparency-social-media http://www.greenbiz.com/blog/2013/05/01/5-ways-communicate-sustainability-beyond-words
72
http://corporate.ford.com/microsites/sustainability-report-2013-14/blueprint-strategy.html http://www.honda.com.au/news/Articles/2015/11/Honda-Asia-and-Oceania-Launches-New-Sustainability-Web-Site.html http://corporate.ford.com/microsites/sustainability-report-2012-13/people-customers-awareness.html
Needs to focus from beginning and the end of the linear supply chain Good values flow naturally throughout the Brand Make a conscious decision at each stage Belive in producing locally Focuses on packaging Materials H&M INTIATIVE TO START WITH KIDS SECTION
Communication and Awareness
posts on social media
buzz about new products
consumer reports
various rating systems
People
external catalysts
Values and Activities product launch buzz
customizable options
third party facilitators
sharing initiatives
Rarely Recycle Have no idea about it
toyota communicates sustainability
tesla does not include sustainability
government incentives
governmental norms
Know recycle PROgrams and policies
investment in robotics, clean energy
high end consumer target
rental options, re-buy options
deals
brand value and sustainability resonance
performance driven
community awareness
through the news
customer care and relationships
sustainability as core value
awareness by NGO’s
EXPERIENCE DESIGN
value= performance+clean emissions+design
phase wise launch
reads reviews, critics from different sources
stores service designs sustainable how? in products
product driven
People get a sense of the brand, from the environment in the store
Recycle by incenctives
Reward
Partnership
“Convenience will be the most influential incenctive for me to do recycle”
Free Shipping
Repair
Take it as Own Responsibility
Third Party Platform
I:CO H&M Levi’s
Wallmart Apple Patagonia
2Rewear Reformation
GrownNYC Recycle Bank Yerdle
Alway recycle performance driven
inform employees
NIKE TOWN + EILEEN FISHER
CONVEY PERFORMANCE IN TERMS OF EMOTIONS
Company Conscious Magazine | Summer 2015 | Issue 3 http://www.triplepundit.com/2015/06/want-to-create-real-change-start-by-making-sustainability-cool/ http://www.triplepundit.com/2015/09/8-branding-tips-customers-best-friend/ http://www.triplepundit.com/special/sustainable-fashion-2014/can-get-consumers-walk-sustainability-talk-comes-fashion/ | MATERIAL INNOVATION http://www.triplepundit.com/2013/03/green-making-sustainability-cool/ http://www.triplepundit.com/2012/10/5cs-sustainability-branding-revisited/ https://www.youtube.com/watch?v=Y42vfU9wKpU https://www.youtube.com/watch?v=NZvszisqbTU
Programs
73
PROPOSAL |
HOW MIGHT WE MAKE CUSTOMERS FEEL LIKE HERO IN ORDER TO MAKE THEM ACT? HOW MIGHT WE MINIMALISE THE LAYERS OF packaging?
HOW MIGHT WE? FROM AFFINITY MAP HOW MIGHT WE MAKE CUSTOMERS SWITCH TO ORGANIC CLOTHES AFTER ORGANIC FOOD?
NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M
74
HOW MIGHT WE MAKE BRANDS TO COMMUNICATE GREEN PRODUCTS BETTER? HOW MIGHT WE MAKE ALL BRANDS RESPONSIBLE FOR THEIR OWN PRODUCTS AFTER SALES?
| MATERIAL INNOVATION PROPOSAL |
75
TREND MAPPING Time frames that separate the major transitions from one economy to another, from tens of thousands of years to decades are collapsing. New and newer trends are emerging at a fast rate changing the way we perceive and do things. It is important to try to find a pattern in the evolution of trends and grasp what is going to be the main drive factor for emerging economy. Trend Mapping will help us to identify and curate a framework to guide us develop a direction for the ideas generated from this project which would be effective, productive and sustainable in the present and near future.
NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M
76
| MATERIAL INNOVATION PROPOSAL |
77
HOW MIGHT WE? FROM TREND MAPPING
NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M
78
HOW MIGHT WE EDUCATE PEOPLE THROUGH GAMIFICATION?
HOW MIGHT WE MAKE CUSTOMER PARTICIPATE MORE IN RECYCLING PROCESS?
HOW MIGHT WE HAVE AN EMOTIONAL CONNECT WITH CUSTOMERS LOOKING THROUGH BEHAVIORAL ECONOMICS?
HOW MIGHT WE MAKE CUSTOMER PARTICIPATE MORE IN GAMIFICATION?
| MATERIAL INNOVATION PROPOSAL |
79
RESEARCH INSIGHT Begin
Looking for insights through the research is a major task and the most important. To understand the gravity of the insight we need to ask an important question of ‘What is its commercial case and is their a real consumer need?’
Immerse
Immersing into the data entails a process of gaining definition + alignment, sitting with the client and getting as much information in as possible, understanding strategic vision, defining of brand equity, conceptualizing product portfolio, consumer segmentation, innovation pipeline, market analysis and commercial overview.
Discovery
Primary Research includes survey/in-depth interviews with core consumer segments, primary field work, focus groups, ride alongs. Secondary Research includes competitive analysis - in-depth surveys of competitive landscape, Review of Relevant Research & Trend Analysis - conduct analysis of prior external research reports and evaluations internal client documentation. Deliverables include discovering and debriefing - highlights key insights from primary/secondary research. This provides an opportunity for the team to provide direction during the formative stage, to get excited about the hypotheses and see the early potential for strategy
NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M
80
| MATERIAL INNOVATION PROPOSAL |
81
7 Types of Consumer Insights
Behavioral: solving for pain points hidden in how we behave Functional: transformation product utility Emotional: transforming how it makes me feels Experiential: transforming the interaction process Situational: transforming the when, the where, and the how often Interpersonal: transformation the value of my interaction + relationship with others Choice-Based: transforming the choice set Finally Clustering observations that seem related and seek out ones that are in tension with one another - ones that appear to be opposing forces. See how these clusters begin to coalesce and form themes. Use the Five Whys to go deeper into the observation to reveal more insights.
RESEARCH INSIGHTS Brand Strategy/ Marketing
Using minimal Packaging which is also sustainable
FUNCTIONAL Convey performance in terms of emotions
EMOTIONAL
EXPERIENTIAL
Brands don’t want to say they are sustainable because of liabilities Transparency of the process Customers feels content and proud when told that they helped the environment
People get the sense of the brand from the interior design of the store - Experience
Consumer have no time, efficiency vs. convenience is important Consumers recycle in store when they are going to buy something
SITUATIONAL
INTERPERSONAL
Employers have the power to persuade customers but themselves are unaware about the brand sustainability actions
82
Consumers don’t trust the company’s sustainability values
Consumers decide between being fashionable and being environmentally friendly
CHOICE BASED
NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M
CUSTOMER Consumers responds to discounts or rewards in order to act Future consumers (Kids) don’t have preconceived notions
BEHAVIORAL
SYNTHESIS
Synthesizing discovery outputs (consumer, channel, company and category 4Cs) and creating insights based on these 4Cs Deliverables entails: 1. Innovation strategy: culminates to share recommendations for powerful growth opportunities. 2. Innovation platforms: this is a jumping off point for the development phase and represents broad areas of opportunity
INTERNAL
| MATERIAL INNOVATION PROPOSAL |
83
4.
COMBINING INSIGHTS After pulling and categorizing the insights from all our research and discoveries during field research, we combined some insights with others to come up with final 7 opportunities that we can then brainstorm around.
People get the sense of the brand from the SERVICE - Experience
=
EXPRESS BETTER NOT GREENER EXPERIENCE
TRENDS: PLAY SPACE + DESIGN SPACE + INNER SPACE + GREEN TO BLUE
1. Convey performance in terms of emotions
+
Customers feels content and proud when told that they helped the environment
=
CUSTOMER VALUE DOING GOOD THINGS WITHOUT INCURRING AN ADDITIONAL COST
TRENDS: PLAY SPACE
USING MINIMAL PACKAGING WHICH IS ALSO SUSTAINABLE
TRENDS: DESIGN SPACE + MICRO SPACE + GREEN TO BLUE
2. Consumers responds to discounts or rewards in order to act - Incentive
5.
+
Consumer have no time, efficiency vs. convenience is important
=
6. PEOPLE WILL PARTICIPATE EITHER FOR INCENTIVE OR CONVENIENCE
TRENDS: PLAY SPACE + DESIGN SPACE
3.
EMPLOYERS HAVE THE POWER TO PERSUADE CUSTOMERS BUT THEMSELVES ARE UNAWARE ABOUT THE BRAND SUSTAINABILITY ACTIONS
TRENDS: INNER SPACE + PLAY SPACE
7.
Brands don’t want to say they are sustainable because of liabilities
=
EXTERNAL VOICE CREATE CONFIDENCE IN THE BRAND AND CONSUMER BEHAVIOR
TRENDS: PLAY SPACE + DESIGN SPACE + MICRO SPACE NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M
84
FUTURE CONSUMERS (KIDS) DON’T HAVE PRECONCEIVED NOTIONS
TRENDS: DESIGN SPACE + PLAY SPACE + GREEN TO BLUE | MATERIAL INNOVATION PROPOSAL |
85
BRAINSTORMING IDEAS Brainstorming is a process using a set of specific rules and techniques which encourage and spark off new ideas which would never have happened under normal circumstance. Post the session, with an informed mind about the challenge, insights and trends, we produced variety of varied ideas to prototype with. Few of them which we believe have the potential to make revolutionary behavioral change around material sustainability are as follows: Multi-use/Functional Packaging: (Used across brands with sustainable products) Future Generation: Kids Mobile game: The challenge of the game is to cut cost and generate more profits for a company through better material selection. Specialty Stores designated for services and experiences around performance of materials, textures with modern fitting rooms, interactive visuals, wearables.
NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M
86
| MATERIAL INNOVATION PROPOSAL |
87
NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M
88
I
How might we educate employees around material sustainability?
II
How might we improve the design of package to make it multifunctional and sustainable?
III
HOW MIGHT WE?
How might we educate kids around sustainable material consumption?
IV
BRAINSTORMING
How might we communicate performance as value for green products?
| MATERIAL INNOVATION PROPOSAL |
89
IDEATION We as design strategists, believe in co-creating and team building through the design thinking process which entails us to generate empathy with the core users and build on the challenges they incur. These challenges present great insights and greater opportunities. Through our process of desk research we analyzed the current scenario around material sustainability, field research helped us grasping the real aspirations and challenges of companies and their employees, AEIOU helped us map the complete realm of the practical retail experience, the personas + journey maps + affinity maps led us find pain points and opportunities to build upon without room for assumptions. These whole 8 weeks of intensive process led us some very important points of opportunities that we believe would have potential to help us closer to our goal.
IDEA 2 Using minimal package which is also a sustainable action.
Educational info about material on the package - Pack it as a story book, including the impact of the material, instruction of recycling, and how it will end its lifecycle and reborn a new product again. No bag discount Multi-use/Functional Packaging The package is a product
Through Ideation (with trend mapping) we are now building upon transforming innovative ideas from ‘swing for fences’ to more practical solutions which would entail involvement and contribution of all the present and future stakeholders.
IDEA 1 Future consumers(kids) don’t have preconceived notions.
Super hero kids campaign Create animal/cartoon ambassador and a storytelling for kids Mobile game: The challenge of the game is to cut cost and generate more profits for a company through better material selection. Activity tracking wearable In store Workshops
NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M
90
IDEA 3 Express better NOT greener.
In store design with materials, textures etc, modern fitting rooms, interactive visuals, wearable for performance NIKE experiment store Virtual Reality Store In-store recycle process display Shared Closet Experience System. Network. Swapping. Sharing
| MATERIAL INNOVATION PROPOSAL |
91
BIBLIOGRAPHY 27 Store Employees in discussion with the authors, February 2015. 101 Design Methods: A Structured Approach for Driving Innovation in Your Organization,by Kumar, Vijay. Hoboken, N.J.: Wiley, 2012. eBook Collection (EBSCOhost), EBSCOhost (accessed March 14, 2016). Hanington, Bruce, and Martin, Bella. Universal Methods of Design: 100 Ways to Research Complex Problems, Develop Innovative Ideas, and Design Effective Solutions. Human Centered Design ToolKit - 2nd Edition A Designer’s Research Manual, by Jennifer Visocky O’Grady and Kenneth Visocky O’Grady This is Service Design Thinking, by Marc Stickdorn Design Thinking for Strategic Innovation, by Idris Mootee Design for Growth, by Jeanne Liedtka, Tim Ogilvie Universal Principles of Design, by William Lidwell, Jill Butler, Kritina Holden Osceola, WI, USA: Rockport Publishers, 2012. ProQuest ebrary. Web. 14 March 2016 http://www.entrepreneur.com/encyclopedia/primary-market-research Consumer Insights into Sustainable Brand Demand - Market Research https://www.youtube.com/watch?v=Y42vfU9wKpU 2015 Summit | Activating the Next Generation of Fans: Engaging Millennials Through Sustainability https://www.youtube.com/watch?v=NZvszisqbTU Where do your old clothes go? http://www.bbc.com/news/magazine-30227025 The Rationale Behind NIKE’s Retail Focus http://marketrealist.com/2014/12/the-rationale-behind-nikes-retail-focus/ Fast Fashion Is the Second Dirtiest Industry in the World, Next to Big Oil http://ecowatch.com/2015/08/17/fast-fashion-second-dirtiest-industry/2/ 5 Types of Sustainability Marketing Tactics Corporate Execs Need to Understand, and Utilize, Better http://www.sustainablebrands.com/news_and_views/blog/dimitar_vlahov/5_types_sustainability_ marketing_tactics_corporate_execs_need_und Win Customers With Consumer-Hero Branding http://www.triplepundit.com/2015/10/win-customers-consumer-hero-branding/ Ben & Jerry’s CEO: How to Get Your Social Impact Game On http://www.triplepundit.com/2015/10/ben-jerrys-ceo-get-social-impact-game/
NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M
92
The 5C’s of Sustainability Branding, Revisited http://www.triplepundit.com/2012/10/5cs-sustainability-branding-revisited/ Just Green It! Making Sustainability Cool http://www.triplepundit.com/2013/03/green-making-sustainability-cool/ How to Get Consumers to Walk the Sustainability Talk When it Comes to Fashion http://www.triplepundit.com/special/sustainable-fashion-2014/can-get-consumers-walk-sustainability-talkcomes-fashion/ Want to Create Real Change? Start By Making Sustainability Cool http://www.triplepundit.com/2015/06/want-to-create-real-change-start-by-making-sustainability-cool/ Conscious Company | Summer 2015 | Issue 3 Fast Fashion comparison http://groundswell.org/forever-21-hm-zara-uniqlo-whos-paying-for-our-cheap-clothes/ http://www.greenpeace.org/international/Global/international/publications/toxics/Water%202011/dirtylaundry-12pages.pdf http://groundswell.org/uniqlo-hm-or-forever-21-all-are-bad-but-whos-the-best-of-the-bunch/ http://www.huffingtonpost.ca/kristen-marano/retailers-fashion_b_6578068.html How Brands market (or don’t market) sustainability http://www.qmac.ca/teslas-marketing-strategy-accelerating-the-world-into-sustainable-transport/ https://hbr.org/2015/10/how-tesla-under-armour-and-sonos-do-branding http://scienceofrevenue.com/tag/tesla-marketing-strategy/ http://www.justmeans.com/blogs/top-companies-communicate-sustainability-to-consumers-in-innovative-ways http://www.triplepundit.com/2010/05/how-companies-communicate-sustainability-strategy-online/ http://www.greenbiz.com/blog/2012/03/22/3-steps-sustainable-communications http://www.fastcoexist.com/3015902/6-ways-to-make-brand-sustainability-resonate-with-consumers http://source.ethicalfashionforum.com/article/marketing-sustainability-for-the-luxury-fashion-sectorInnovative ways to communicate sustainable value http://www.greenbiz.com/blog/2013/05/01/5-ways-communicate-sustainability-beyond-words http://www.theguardian.com/sustainable-business/2015/feb/24/is-communicating-sustainability-a-subtleattempt-at-doing-good Why educating employees about Sustainability is important http://www.greenbiz.com/blog/2011/10/12/10-communication-strategies-engage-employees-sustainabilityhttp://www.sustainablebrands.com/news_and_views/articles/five-steps-winning-sustainable-marketing-
| MATERIAL INNOVATION PROPOSAL |
93
strategy Use of social media by brands http://www.theguardian.com/sustainable-business/starbucks-toyota-transparency-social-media Sustainability within a company value http://www.cleantechies.com/2012/01/18/top-ten-sustainability-initiatives-of-nissan-motors/ http://www.justmeans.com/blogs/luxury-fashion-industry-focuses-on-environmental-protection http://sloanreview.mit.edu/article/how-to-become-a-sustainable-company/ http://www.ephemerajournal.org/contribution/branding-sustainability-opportunity-and-risk-behind-brandbased-approach-sustainable http://www.hok.com/about/sustainability/ http://www.toyota-global.com/sustainability/social_contribution/ http://corporate.ford.com/microsites/sustainability-report-2013-14/blueprint-strategy.html http://www.honda.com.au/news/Articles/2015/11/Honda-Asia-and-Oceania-Launches-New-Sustainability-Web-Site.html http://corporate.ford.com/microsites/sustainability-report-2012-13/people-customers-awareness.html http://ccc.bc.edu/index.cfm?pageId=1947 https://www.chinadialogue.net/article/show/single/en/6527-Some-businesses-will-not-survive-the-shift-toa-sustainable-economy Closing The Loop On Fashion: H&M’s Textile Recycling Initiative http://www.conecomm.com/hm-clothing-recycling H&M Offers a 20% Discount If You Give Them Your Old, Used Clothes http://twocents.lifehacker.com/h-m-offers-a-20-discount-if-you-give-them-your-old-us-1692304128 Textile recycling innovation challenges clothing industry http://www.theguardian.com/sustainable-business/textile-recycling-challenges-industry Waste and Recycling Programs in Hancock and Houghton, Michigan and Michigan Technological University www.mtu.edu/social-sciences/research/projects/recycling-brief.pdf Official Website: H&M: http://www.hm.com/us/ Patagonia: http://www.patagonia.com/us/home Reformation: https://www.thereformation.com GrowNYC: http://www.grownyc.org I:CO: http://www.ico-spirit.com/en/homepage/ Apple: http://www.apple.com
NIKE + MIT CO-LAB CHALLENGE | PARSONS THE NEW SCHOOL OF DESIGN | MS. SD&M
94