Inclusive CIRcular economy business models for the reusable PACkaging of fast moving consumer goods (CIRPAC)
Lead Research Organisation:
Brunel University London
Department Name: Brunel Design School
Abstract
The linear economy of plastic packaging is damaging productivity and growth. The UK is the second largest producer of plastic waste per person in the world, with single-use plastic packaging accounting for half of this waste. Only 10% of plastic in the UK is recycled and it is becoming widely accepted that there is a need for alternative packaging solutions. Converting 20% of plastic packaging into reuse models represents a $10 billion business opportunity. However there is concern that current reusable packaging offerings are not suitable for the mainstream market and that they are only attracting niche 'eco-conscious' consumers with a high disposable income.
AIM
This research aims to develop and evaluate novel Circular Economy business models to deliver reusable packaging products and services for Fast Moving Consumer Goods (e.g. food, drink, beauty and homecare products), that are inclusive i.e. accessible and usable for the maximum range of consumers. Hence it seeks to build an inclusive Circular Economy for packaging that supports social equity and prosperity, as well as economic productivity and growth.
APPROACH
The project adopts a multi-level and participatory approach that integrates the economic concept of the micro, meso and macro level, as well as Product-Service System business model frameworks. It partners with stakeholders from the packaging value chain, including: Tesco, the largest UK supermarket that has trialled returnable packaging for a range of products; Procter & Gamble (P&G), a brand and manufacturer of beauty and homecare products that has trialled refillable packaging; Institute for Grocery Distribution, an industry body for the grocery and retail sector; WRAP, a non-profit-organisation that leads the UK Plastic Pact; Green Alliance, an environmental non-profit-organisation that has led enquiries on reusable packaging.
The project will be structured around 3 work packages:
1. WP1 (micro-level) will focus on how consumers experience reusable packaging systems. Adopting an inclusive design approach, it will identify a range of consumer access- and use-oriented barriers and drivers of reusable packaging, by combining a case study analysis of reusable packaging trials (including data supplied by Tesco and P&G), a consumer survey, and consumer focus groups.
2. WP2 (meso- and macro-level) will identify the broader factors in the UK packaging value chain and macro-socioeconomic context that constrain and enable reusable packaging solutions. It will combine an evidence-based systems analysis and interview study with stakeholders from across the packaging value chain, to determine the barriers and drivers to reusable packaging systems.
3. WP3 (Product-Service Systems) will integrate findings from WP1 and WP2 to develop inclusive Circular Economy business models to deliver reusable packaging products and services that are accessible and usable for a maximum range of consumers. The research will define the value proposition, value creation and delivery, and, value capture. Three business models will be developed to represent each of the following product categories: food and drink; household; and, beauty and personal care. Codesign methods will be used to develop and validate solutions.
IMPACT
1. Contribute to the reduction of single-use plastic packaging, via the development and validation of three circular business models for reusable packaging.
2. Enhance economic productivity and growth via the development of a viable business case for reusable packaging, developed in collaboration with industry partners.
3. Enhance social equity and inclusion through the development of inclusive circular business models and the participation of users in focus groups and co-design workshops.
4. Policy enablement though the engagement of industry stakeholders and a stakeholder report.
5. Increased scientific understanding via academic publications, stakeholder consultations and a stakeholder report.
AIM
This research aims to develop and evaluate novel Circular Economy business models to deliver reusable packaging products and services for Fast Moving Consumer Goods (e.g. food, drink, beauty and homecare products), that are inclusive i.e. accessible and usable for the maximum range of consumers. Hence it seeks to build an inclusive Circular Economy for packaging that supports social equity and prosperity, as well as economic productivity and growth.
APPROACH
The project adopts a multi-level and participatory approach that integrates the economic concept of the micro, meso and macro level, as well as Product-Service System business model frameworks. It partners with stakeholders from the packaging value chain, including: Tesco, the largest UK supermarket that has trialled returnable packaging for a range of products; Procter & Gamble (P&G), a brand and manufacturer of beauty and homecare products that has trialled refillable packaging; Institute for Grocery Distribution, an industry body for the grocery and retail sector; WRAP, a non-profit-organisation that leads the UK Plastic Pact; Green Alliance, an environmental non-profit-organisation that has led enquiries on reusable packaging.
The project will be structured around 3 work packages:
1. WP1 (micro-level) will focus on how consumers experience reusable packaging systems. Adopting an inclusive design approach, it will identify a range of consumer access- and use-oriented barriers and drivers of reusable packaging, by combining a case study analysis of reusable packaging trials (including data supplied by Tesco and P&G), a consumer survey, and consumer focus groups.
2. WP2 (meso- and macro-level) will identify the broader factors in the UK packaging value chain and macro-socioeconomic context that constrain and enable reusable packaging solutions. It will combine an evidence-based systems analysis and interview study with stakeholders from across the packaging value chain, to determine the barriers and drivers to reusable packaging systems.
3. WP3 (Product-Service Systems) will integrate findings from WP1 and WP2 to develop inclusive Circular Economy business models to deliver reusable packaging products and services that are accessible and usable for a maximum range of consumers. The research will define the value proposition, value creation and delivery, and, value capture. Three business models will be developed to represent each of the following product categories: food and drink; household; and, beauty and personal care. Codesign methods will be used to develop and validate solutions.
IMPACT
1. Contribute to the reduction of single-use plastic packaging, via the development and validation of three circular business models for reusable packaging.
2. Enhance economic productivity and growth via the development of a viable business case for reusable packaging, developed in collaboration with industry partners.
3. Enhance social equity and inclusion through the development of inclusive circular business models and the participation of users in focus groups and co-design workshops.
4. Policy enablement though the engagement of industry stakeholders and a stakeholder report.
5. Increased scientific understanding via academic publications, stakeholder consultations and a stakeholder report.
