💅 The label? Really?
This content is a great example of how plastic recycling was designed to foster very very (very) incremental change in business practices.
And it was sponsored. Why not... though I would hope this is content that could grow organic visibility!
But why? Why was it sponsored? Because, from its inception, plastic recycling was embedded into strategies at the intersection of reputation, policy, and management control. And so it shows.
A few decades ago, I might have bought the argument that that is how you get change.
You start with the way we can integrate bigger issues into the business model of companies that support our economies, and see where it leads you.
Yes, a few decades ago, I might have bought that this sort of practices was just the first manifestation of a shift in organizational models towards more and more inclusion of all stakeholders, including the environment.
But after decades of recycling that has done very little for plastic pollution, I'm inclined to call BS... The label, really?
Not to mention the fact that this is a "limited pilot trial".
I'm sure there is an impact. But this seems so very very (very) paltry...
I’m pleased to share news of our limited pilot trial with Sprite, as we continue exploring ways to make recycling easier, minimise waste, and lessen the impact of our packaging on the environment.
From today and running until March, shoppers at select Tesco Express stores in Brighton & Hove, Bristol, London and Manchester will see Sprite and Sprite Zero 500ml recycled plastic bottles temporarily go 'label-less'. In place of usual labels, these bottles will have embossed logos on the front and lazer-engraved product and nutritional information on the back of pack.
This is one of several ways we’re exploring to simplify the recycling process, and reduce the use of packaging materials and I look forward to seeing the learnings from this innovative trial later this year. Thank you to our colleagues across the business and our partners at Tesco for launching this exciting pilot trial.
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