The Aha! moment
Facing an existential crisis
From Bush fires in Australia to Hurricanes in Central America, Flash floods in Afghanistan to Earthquake and Tsunami in Turkey, Cyclone in Bangladesh to Hurricane in the Dominican Republic, Earthquake in Turkey and Flash floods in Indonesia to Volcano and Typhoon in the Philippines the list is unending even as we navigate through the Pandemic and the loss of human life in 2022.
As the Spring Semester comes to an end we see a continuing trend of conscious Gen Z’s reclaiming their space under the sun with innovative solutions that will shape critical conversations and influence public policy decisions around one of the most defining issues of our time… ‘Climate Change’. As we face the inevitable extreme weather patterns of rising minimum and maximum temperatures, rising sea levels and thawing permafrost, the consequences of climate change are varied. These effects can increase food and water insecurity, put people’s health at risk and threaten animal and plant species on land and in the oceans.
The Coca-Cola Company and PepsiCo are ranked as the world’s top plastic polluters for the 4th consecutive year according to ‘Break Free From Plastic, whose latest global Brand Audit report also charges the same leading plastic polluters for fueling the climate crisis.
The Design space is a breeding ground for path-breaking solutions which will shape the future as students understand the economic implications for individuals, businesses and nations through damage caused by climate events and the need to adapt their lives and livelihood owing to its effects.
Saloni Jain, a Junior Year — Communication Design Student designs a solution in a course elective for ‘Sustainable Packaging, keeping in mind the changing consumer demands and sustainability goals, increased costs, regulatory pressure and supply chain constraints of the beverage industry. Amidst this cacophony, AHA! Coca-Cola is a speculative concept that aims to lend Hindustan Coca-Cola Beverages Pvt Ltd, to achieve its sustainability goals expected in ESG 2022 guidelines.
Saloni Jain’s ‘AHA! Coca-Cola's design is triangular in structure for better grip and the aim is to create 100% recyclable bottles made of sustainably sourced wood and Sugarcane fibre with a biobased material barrier ‘PEF’ which is capable of resisting liquids, CO2 and oxygen, and suitable for beverages. The ultimate goal is a bottle that can be recycled as paper.
Eco-friendly materials possess three characteristics: They’re renewable, biodegradable, and compostable. Sugarcane fibre is all three. PEF is a 100% plant-based, recyclable and degradable polymer. It shows improved barrier properties for carbon dioxide (CO2) and oxygen, leading to the longer shelf life of packaged products. It also offers higher mechanical strength, which means that thinner PEF packaging can be produced and fewer resources are required.
Superior barrier properties are:
1) PEF’s oxygen barrier is 10 times better than PET
2) PEF’s CO2 barrier is 6 to 10 times better than PET
3) PEF’s water barrier is twice as good as PET’s
As investors, regulators, and the broader public are exercising greater scrutiny of corporate sustainability efforts. Companies want consumers to consume their products guilt-free. To build customer trust and enact positive change for pro-social development.
Gen Z’ Has A Body Positivity Problem
While the concept of a paper bottle is not new, it can be considered an emerging trend as its popularity and awareness are rising with more brands and industries. Saloni Jain further adds a pro-social dialogue ‘All Bodies are Bikini bodies’ speculating a CSR initiative which focuses on body shaming as the ‘circle of shame’ is still a reality for every Gen ‘Z.
Because of COVID-19 globally, enterprises and consumers pay more attention to environmental protection, food safety and health issues. The world is overloaded with body-shaming scoffing. Our perception of physical appearances is influenced by media, peer influences, and societal factors.
Consumers feel that when they use a product of a socially responsible company, they are doing their part. The more socially responsible the company, the more supportive its community and consumers become. A CSR campaign has a positive impact on customer loyalty, corporate image and customer satisfaction. Showcasing efforts are key, and this will sway consumers’ choices.
AHA! Coca-Cola is speculated as an expressive product variant, full of life with unique flavour pairings of fruits and visual sensory experiences which create an element of discovery, differentiation, and delightful surprise. With teens in mind as the main target audience. It’s FUN, DYNAMIC, FRESH AND ICONIC. Legacy to a more teen-friendly territory where they can feel closer and more comfortable with the brand. AHA! Coca-Cola aims to appeal to existing GingerAle drinkers and recruit new fans through an inclusive and inviting campaign which enhances body positivity.
Climate change to human rights to social unrest
Pressure will grow on corporate boards and government leaders to enhance their ESG goals. Shareholder activism in this area increased since 2021, including votes against directors for lack of credible climate action plans. This trend is set to pick up speed during the 2022 proxy season. Corporate boards and government leaders will face rising pressure to demonstrate that they are adequately equipped to understand and oversee ESG issues — from climate change to human rights to social unrest.
It’s a set of interconnected problems on a global scale and its negative effects are felt most severely by some of the world’s poorest countries and people. Environment and climate crises are a chance to bring these issues to a wider audience and potentially influence individuals and policy-makers. It’s also an opportunity to share solutions and profile people taking action to protect the planet and its inhabitants.
Disclaimer: All creatives are hypothetical classroom projects. All rights reserved — 2022| Creative Mentor: Utkarsha Malkar
Utkarsha Malkar | Author | Design Thinker | Creator - A desire to understand the world and to improve it always remains at the core. Design is a managed process and my quest for knowledge is subject to an inquiry of the apparent, the imagined and the recalled. As I speculate and design, my liberty of self-expression is in direct correlation to my existence and knowledge. email:utkarsha@isdi.in