Starbucks trials reusable cups

Ever since "environmental protection" has become a marketing issue, there has been the problem of "ideal is very rich, reality is very bone-skinny". Recently, Starbucks launched "reusable cups", customers can choose to pay a deposit of $ 1 to choose reusable cups when purchasing drinks, and the deposit will be refunded after the cups are returned. Each recycled cup will be cleaned and sterilised for the next use.


However, this "eco-friendly" move has triggered netizens' concerns about hygiene and safety, so why is it that the brand's eco-friendly concept has not gained consumer acceptance?

Why is environmental marketing becoming more and more difficult?
From Starbucks to the previous "plastic limit", "plastic ban" and other environmental public welfare topics, "environmental marketing" has been in the efforts to practice at the same time controversial, "environmental protection" and "environmental protection" and "environmental protection" and "environmental protection" and "environmental protection" and "environmental protection" and "environmental protection" and "environmental protection" and "environmental protection" and "environmental protection" and "environmental protection". Between "environmental protection" and consumer acceptance, there are always "difficult to use", "difficult to land", "difficult to last "The problem is that it is difficult to use, difficult to land, difficult to last, and so on.

1️⃣ Poor experience, practical and environmental protection is difficult to both.
The most typical example is the "paper straw" during the plastic restriction. As the degradation of plastic straws takes more than 500 years, many catering enterprises have tried to use "paper straws" instead of plastic straws. However, the actual experience of consumers has dropped dramatically - paper straws are easy to soak in water and soft, and the taste of food will be affected, it feels like licking a paper tube. ..... The balance between eco-friendly product design and real user experience can never be reached.

2️⃣ Mouthing off, words and actions are hard to be unified
During April Fool's Day, the "Desert Organic Milk" of Tremendous has aroused discussions and questions. Trunsu launched a limited desert oasis gift box, with "desert milk" as a "gimmick", focusing more on the commercial connection of the product's origin, and there is no actual output on desert management, which is said to "awaken the desert's vitality". The "vitality" has become over-packaged, the relevance of the slogan is not strong, not "environmental marketing", more like "new product publicity".

3️⃣ Fleeting, long-lasting war is difficult to fight
There are too many short-lived environmental creative output, but what happened to the environmental design of those who called it out? For example, KFC wooden spoon, hungry can eat chopsticks ...... environmental marketing is a "long war", can not be achieved overnight, whether in product development technology or consumer environmental protection level of implementation, is still facing a lot of practical problems.


Eco-friendly ideas, these brand marketing practices deserve recognition
1️⃣ Turning waste into treasure, incorporating the "environmental" concept
Tea drink industry "net red" brand Xi Cha, in the face of a large number of discarded Bobo cups, choose to recycle → reproduce the Bobo cups into environmental protection bags and mackintoshes, which is both practical and good-looking. Ikea will life everywhere in the plastic into cabinets, furniture coating and home products, not only to meet the practical needs of people on the product, but also let more people to join the environmental team.

2️⃣ Creative ideas to enhance the "sense of participation".
Environmental marketing should pay attention to the user's "sense of participation", play an inspiring or warning role, so that people's environmental protection behaviour spontaneously. For example, the Finnish stamp that changes colour when touched - the temperature generated by rubbing the finger changes the pattern, and the bird flying with wings becomes a lonely skeleton - this "black-tech" design shows the extinction of species, global warming and other issues in a creative way.

3️⃣ Long-term persistence
Environmental marketing does not happen overnight. For example, Coca-Cola has been persistent in environmental protection, it uses recycled Coke bottles to produce a limited number of environmentally friendly packages, uses marine waste to produce recycled bottles, and holds the "No Waste" public welfare activities to encourage the recycling of empty bottles and so on.

Environmental marketing is a long-term battle, in people's demand for brand marketing should pay more attention to social responsibility and take into account the user's actual experience, we can also seriously into the "environmental", only users, brands, society, the world and other parties work together, it is possible to make the "environmental marketing" really land. Only when users, brands, society and the world work together can we make "environmental marketing" really come to fruition.