THE ASK
Make consumers aware of their impact on climate change and steer them toward sustainability.
THE PROBLEM
Part 1: Materials, products, food, and land (all related to consumer choices) are responsible for 45% of global greenhouse gas emissions.
Part 2: 75% of consumers say they don't know how to identify sustainable products.
THE FINDING
Most consumers want to do the right thing. They're just lazy. We need to make it easy for them to make changes.
THE STRATEGY
1. Influence
shopping habits
2. Shift production toward sustainability
Individual habits play a small role in climate change. But, large-scale increases in consumer preferences for sustainable products will lead companies to increase production of green goods. Our solution changes consumer habits to then improve production.
environmental awareness standards evaluation
changing labels.
changing the world.
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Partners with retailers to implement a system that makes selecting green products easy
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Uses symbols to convey the environmental impact of products to consumers
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Aggregates environmental information and certifications into one symbol
How ease Works
Four simple symbols—positive, mixed, negative, and not rated—give consumers a sense of their purchase's impact.
Placing the rating on price tags offers a way for consumers to quickly comparison shop where they already look for product info.
A QR code leads to a product page with the data behind the symbol's rating.
ease considers data across the entire lifecycle of both a product and its manufacturer, from production and logistics to usage and recycling.
Why This Works
CONSUMERS WILL TRUST IT
45% of people trust a third-party source over a company’s own claims of sustainability. The next leading trusted source is a company's annual report at just 28% (1).
RETAILERS WILL MAKE MONEY
64% of Americans are willing to pay more for sustainable products, making it a no-brainer for retailers to opt in (1). ease makes it easy to do so by integrating into existing point-of-sale and inventory systems from providers like Oracle, SAP, and SUSE.
BUSINESSES HAVE INCENTIVE
Products with sustainable labels grow 7.1x faster than their non-labeled counterparts (2). If businesses want to keep up, they must take steps toward the green symbol.
Sources: 1. GreenPrint 2021 2. Stern 2020 Report
Experience Design: Paul Noonan, Shaunak Patel, Maryn Jenkins Tan
Strategy: Kennedy Thompson, Shoshana Cohen