How have you marketed your innovation to build awareness and create demand?
We’ve provided solutions to address problems in society, and so connect ourselves, a B2B manufacturing business, with the consumer further down the supply chain, which isn’t easy.
Connecting our innovations and technologies with what matters to people and reaching them in a way that drives a change in habits has created a more emotional link with consumers who aren’t our direct customers.
Using CupCycling as an example, through collaborations with McDonald’s, Costa Coffee, and Veolia, together we have built a cross sector infrastructure and awareness about recycling coffee cups, that has led consumers into making conscious decisions every day about how they contribute to this change. This has driven demand for the fibre to be included in new paper products we create.