77% of brands could disappear and consumers wouldn’t notice, according to research carried out by Vivendi Brand Marketing and the Havas Group. This, they say, is down to the lack of meaningful brand connections between them and their consumers. Luxury brands such as Burberry are including CupCycling™ as part of their sustainability plans to help create those connections with consumers.
The research claims brands can
make meaningful connections through communicating the functional, personal and
collective benefits of a brand and its products to their consumers. Collective
benefits include being transparent about ethical practices. Consumers, now more
than ever, are interested in how a brand operates and the practical steps they
are taking to help solve the world’s social and environmental problems.
One way James Cropper is helping
to create meaningful brand connections is through the development of
sustainable, plastic free, packaging. Through the work we are doing with our
CupCycling™ facility we are creating beautiful, speciality papers to be used in
a variety of ways including packaging. In the latest New Plastics
Economy Global Commitment report, released by the Ellen MacArthur
Foundation, over 350 consumer goods companies and retailers have pledged to
increase recycled content in their packaging to an average of 25% by 2025,
compared with the current global average of just 2%. James Cropper have pledged
to support the Global Commitment by;
- Supporting customers to eliminate problematic or
unnecessary plastic packaging through the supply of COLOURFORMTM plastic
free packaging and other paper alternatives.
- Increasing our capacity for CupCyclingTM
(upcycling of paper cups) by working together with retailers, waste
management companies, and other stakeholders to increase the collection
and supply of used cups to our facility.
We will also continue to work with our customer base to generate
demand for the resulting recycled fibres.
- Sending all plastic recovered during the CupCyclingTM
process for recycling or re-use by 2025.
The CupCycling™ process is unique
to James Cropper, our mill is the only papermaking mill in the UK to be using
the fibres from recycled paper cups to produce custom, luxury papers. The
papers have been used to create everything from notebook covers, luxury
packaging materials as well as moulded fibre packaging, COLOURFORM™.
Many luxury brands including
Burberry, who have also signed up to the Global Commitment, are already benefiting
from what CupCycling™ can offer. Burberry have estimated they have already
upcycled 11million paper cups for the production of their fibre based
packaging. As part of their commitment to the New Plastics Economy Global
Commitment they are looking to eliminate all unnecessary plastic packaging by
Estee Lauder Companies also
recently announce that they are planning to increase the amount of post-consumer
recycled material in their product packaging by up to 50%. By 2025, 75-100% of
their packaging will be recyclable, refillable, reusable, recycled or
The Vivendi/Havas research states
that consumers are expecting brands to take action and make a stance on causes,
those that fail to do so will be forgotten. Those brands that are quick to
engage with causes such as the New Plastics Economy and early adopters of
processes such as CupCycling™, and that are transparent about the actions they
are taking will thrive when it comes to establishing those meaningful
connections with their consumers.
If you’re interested in learning
more about the process, the work we are doing or how you can get involved with
CupCycling™ get in touch with us directly.