Executive Summary

Businesses are struggling to develop, design, and market products that encourage sustainable behavior (buying and recycling) by the 50+ consumer. This dilemma can be attributed to several different factors, including poor understanding of consumers, lack of consensus about sustainability concepts, ineffective design standards, and packaging and ad copy that do not effectively communicate rewards. Over the course of ten weeks the team participated in a variety of activities and research projects to determine:

• How 50+ consumers learn and become informed
• How receptive they are to new ideas and products
• What emotional triggers elicit a response
• What types of design cues and product forms motivate them to purchase and consume products

Our Solution

PANGEA COLLECTIVE INSIGHTS SUPPORTING PANGEA COLLECTIVE

The reThink team came to the conclusion that the 50+ consumer spends very little time thinking about the products they buy from a sustainability viewpoint. They do not need or want to know every detail. They just want it to work. A mass standardization of these labels, whether it be in terms of material reduction or carbon footprint tracing, is still difficult to comparatively calculate. Therefore, we suggest the development of a blanket campaign promoting the ideas of sustainability, powered by the brand loyalty commanded by companies who would participate. We want to avoid the overuse of marketing approaches that the 50+ consumer would consider greenwashing. Because the term “sustainability” held little significance in their lives, the consumer was unable to connect the word to their environment. Subsequently, we created a new identity, or should we say, movement, to eliminate this misunderstanding.

“Pangea” was the supercontinent that existed 250 million years ago before it broke into the current 7 continents we know today. In the Greek language, “pan” means entire “gea” means earth. This concept of the “entire earth” supports the concept that sustainability is a global effort.

WHAT IS PANGEA COLLECTIVE?

The Pangea Collective is an organization fueled by partnerships that promotes the education of sustainable practices through a universal language. Similar to efforts such as Project(RED), in the fact that it would be sponsored by more than one consumer good business. This partnership would allow companies to communicate their commitment to improving the environment through both their operations and their products. Such a coalition of brand names would act as a conduit of change within the industry as a whole. All sponsors would be required to meet a set of eco-friendly standards and agree to share sustainable ideas in a controlled yet open source environment. Pangea Collective hopes to encourage further consumer education through a comprehensive supplemental website available for exploration.

PANGEA COLLECTIVE MISSION STATEMENT

The Pangea Collective is dedicated to informing the consumer about opportunities to use sustainable products. This consortium will create a community of green awareness and increase consumer knowledge of environmentally friendly goods. This goal is achieved through a cross-marketing campaign that teach end users more about green practices. Both the consumer and businesses gain value through this information exchange. OUR PRINCIPLES

• We believe in educating and empowering the consumer.
• We believe in spreading knowledge about what corporations are doing to benefit the earth.
• We believe in creating meaningful green value for the consumer.
• We believe in companies sharing their best practices with each other; practices that foster advancements in environmental stewardship.

WHAT WE ARE DOING

• We are creating a forum for the largest producers of household products to join and together to educate the consumer.
• We are providing a standardized qualification system for companies to gain certification rights.
• We have designed a branding system for the consumer to easily identify Pangea products.
• We have a comprehensive website for consumers to learn more about the environment and what companies are doing to establish an ethical legacy.

• We authorize a coupon system to create fiscal value in sustainable products and encourage new users.
• We encourage corporations to work together for continual improvement of their sustainable projects.

• We organize community outreach awareness activities, on a regional level (example: river clean-up).

OPPORTUNITIES WE ADDRESS

• Informing the consumer about environmental friendly business practices
• Showing the consumer that sustainability in products creates fiscal and tangible value
• Creating simple and meaningful guidelines that the consumer can relate to quickly
• Giving the companies a new platform for marketing their products

PANGEA COLLECTIVE GUIDELINES

Must meet 2 requirements from Operations Must meet 2 number of requirements from Packaging Must meet 2 number of requirements from Product Must meet 1 number of requirements from Eco Efforts Improvements apply to a 3-5 year time period Continuous improvement required REQUIRED

• Establish a brand-wide Sustainability Mission Statement
• Share sustainable development practices with other members of the movement

OPERATIONS

• Manage waste water in a manner that does not adversely impact the ground, water or air.

• Maximize water conservation in agriculture and general production
• Reduce air emissions relative to similar production processes or previous efforts
• Continuous efforts to reduce green house gas emissions
• Efficient transportation practices that reduce emissions and energy consumed
• Expand use of renewable resources in operation

PRODUCT

• Increase use of renewable material resources
• Reduce use of non-recyclable materials
• Reduce use of environmentally harmful materials
• Offer sustainable benefits to consumer
• Avoid consumer Trade-offs

PACKAGING

• Continuous efforts to reduce materials based on comparative product packaging
• Increase use of recycled materials in packaging
• Increase use of materials that can be recycled
• Use materials that do not release harmful substances when disposed
• Increase re-usable packaging
• Increase use of renewable material resources

ECO EFFORTS

• Support environmental clean-up projects
• Organize environmental clean-up efforts
• Donate a minimum of 3% of profits towards a sustainable program
• Invest a minimum of 3% of profits in renewable energy efforts

Our Concepts

PANGEA COLLECTIVE WEBSITE

Products involved in the Pangea Collective will direct consumers to “learn more” about the Pangea Collective and also give them ways they can continue to participate in eco-friendly practices at the website. This website will be a central location to find all information related to a company’s sustainability efforts. They can input a products’ SKU code into a search bar connected to a database containing the details of that product’s contribution to environmental improvement. Pages will also showcase participating companies, highlighting any updates or notable stories they have to share. The website will also facilitate community involvement, providing tips and additional information to help consumers adopt more earth-conscious behaviors. This content will be supported by personal stories and testimonials. Links to activities occurring in their area will also be provided, since group activities and learning opportunities are very important to encourage participation. Adoption of these new behaviors are more likely to be successful if a support system is present.

File:Rethink pangea website2.jpg

PANGEA COLLECTIVE MARKETING

MATERIALS SPOKESPERSON

One suggestion is to have a celebrity spokesperson to help introduce the Pangea Collective to the public on primetime. It would have to be someone for which the 50+ consumer has respect. For example, for the Project Red campaign, Bono (from U2), Bobby Shriver (who is JFK’s nephew), and other celebrities have been known to endorse the project.

TELEVISION COMMERCIALS

Television commercials allow marketers to reach very large audiences and are good for reporting stories. Commercials are most affective when they very targeted. Since our target market is the 50+ consumer, we will choose time slots and channels where they are more likely to be reached. Commercials should include footage of baby boomers with their families.

KEY INSIGHTS

• The 50+ consumer enjoys watching local and national news channels
• Favorable reviews by influential, yet mature celebrities such as Oprah and the women from the View, have been known to motivate their purchasing decisions
• Commercials that include baby boomers and their families will help tap into their emotions

RADIO

Both national and local radio shows are hungry for news stories. These 10 to 15 second commercial ‘sound bites’ will allow companies to communicate their key messages and actions in short, concise, statements. Again, like television commercials, these radio segments should be target market focused.

KEY INSIGHTS

• They should be aimed at channels and radio shows regularly listened to by baby boomers.
• Marketers should look for opportunities to get Pangea representatives interviewed on air.

NEWSPAPER

Newspaper articles will provide a more in-depth treatment of this initiative. We suggest issuing a press release for the Pangea Collective launch. In preparation for this event, we should make sure that we’ve cultivated relationships with local newspapers and journalists who write about community issues that affect the 50+ consumer.

MAGAZINE

Full page advertisements will be written like articles to announce the launch of the Pangea Collective, its features and benefits, and how to learn more by visiting the website.

We also suggest providing journalists with sample Pangea products for them to review. Interviews with the news media should be used to give a more reputable voice to the project. We want reviews and articles to show that this is not a initiative started by one company; it is a collaborative effort.

SUGGESTED MAGAZINES

• AARP: Serves the needs and interests of people over 50 as the world’s largest circulation magazine

• Oprah: Inspired by one of the most trusted women in America, giving confident, smart women the tools to express their individual style and to make choices that will lead to a happier and more fulfilling life

• Good Housekeeping: Delivers a unique mix of independent investigation and trusted reporting, along with inspirational and personal stories
• More: Celebrates smart, sophisticated 40+ women
• Natural Health: Serves as a practical guide to creating a healthy lifestyle in the home and office and consumer guides to natural products

INTERNET MARKETING

In today’s high-tech world, the 50+ consumer is becoming more tech savvy. A website will allow such curious and thrifty consumers to learn more about the companies who promote sustainable products. This website can serve as a community where people can blog about their own sustainable efforts and interact with the online community as a whole.

For our internet marketing campaign we will be:

• Using banners and other broad forms of advertising displayed on websites that target the values of our target market
• Providing a digital coupon book complete with Pangea Collective approved products and detailed product information. After selecting the desired coupons, customers can enter the zip code and find the closest retailer.
• Enabling customers to opt in to our mailing list so they can receive updates, new coupons, samples, and news about the Pangea Collective

PANGEA COLLECTIVE CONSUMER EXPERIENCE

This storyboard chronicles a typical shopping trip by a consumer as they become exposed to Pangea Collective.

HOME

• Internet, email, newspaper, magazine, tv, ads, website, coupon

IN THE CAR

• Radio, billboard, parking lot: cart corral

ENTRANCE

• In the cart, coupon books, samples near entrance

OUTSIDE THE AISLE

• Overhanging signs, TV’s with POP end aisle displays

IN THE AISLE

• POP displays

ON THE PRODUCT

• The package, label, coupon on product

CHECKOUT

• Reusable bags, security pillar advertisements
• Receipt: coupons, link to website and phone number