Hefty makes a brawny claim about reducing waste

One of the biggest challenges when it comes to recycling and reducing waste is in educating people on what it is, why it matters, and how to do it, all while not boring people to death about it, or coming off as preachy. Hefty takes on that messaging hurdle with a little humor and smartly keeps the details vague.

Another issue with marketing a brand’s waste reduction is in equating it to something people can understand. How do you wrap your head around the fact that globally we produced 275 million metric tons of plastic waste in 2010! You can’t. People need a frame of reference to understand these abstract numbers, and this campaign does that with the help of a somewhat goofy strongman pulling a passenger jet, which represents the weight of the plastics that Hefty has managed to reclaim.

Once interest is piqued, people are taken to a micro-site that explains in more detail Hefty’s sustainability efforts: Hefty Sustainability.com

And what they’re doing is actually pretty cool and innovative. They have created a special bag in which to put hard-to-recycle plastics (those that are not accepted by most residential recycling programs) such as plastic food packaging, straws, candy wrappers, etc., which would otherwise most certainly end up in a landfill, in a tree, or choking the windpipe of a seabird.

Why it’s hot:

1. It doesn’t require you to identify as “green” in order to get it: A lot of “sustainable” brands lean into the lifestyle of the eco-conscious in their messaging, but that can turn off a lot of people who don’t identify that way. For a nationwide brand like Hefty, it makes more sense to stay away from identity and focus on their product and accomplishments.

2. It’s not much of an accomplishment actually, but it’s a start, and it’s backed up by action: Given the fact that more than 8 million tons of plastic are dumped into our oceans every year, a well-informed consumer might scoff at Hefty’s accomplishment of converting one measly airliner’s worth of hard-to-recycle plastic into new materials. But they have a model that helps collect plastics that you can’t normally recycle, and uses their product in a way people are already using it to do so.

3. Mining trash is actually a way to generate revenue: This is a mostly untapped market for raw materials, which is essentially TerraCycle’s business model, of gathering material others can’t (or won’t) and reselling it, which had it earning $20+ million in revenue in 2018.

Source: Marketing Dive

Ditch That Water Bottle And Drink Your Water Out Of An Edible Blob

Ooho is an edible water “bottle” that turns your disposable drink into something more like an overripe fruit. To make one, a blob of water is frozen then coated with a transparent, dual-layer membrane made of brown algae and calcium chloride. When it’s done, the water is held in the bag, and you just take a bite to drink it. The Ooho just won a $22,500 European sustainability award.


The blob, which looks a little like a silicone implant, is a compound made from brown algae and calcium chloride that creates a gel around the water. “The double membrane protects the inside hygienically, and makes it possible to put labels between the two layers without any adhesive,” says co-founder Rodrigo García González. The blob is intended to replace petroleum-based plastic water bottles, sales of which are about to hit 233 billion liters this year.

Clearly, the Ooho is impractical as a drinking container, as the video shows. But a biodegradable container made from renewable sources that is so “natural” that it can be eaten—this really could replace any plastic packaging.
Source: FastCo?
Why is this hot?
I think we can all agree that there are too many packaging on the shelf, right?

Money Doesn’t Grow on Trees, But Solar Panels Do

Sologic, an Israeli renewable energy start-up, has developed an innovative tree with solar panels for leaves. The tree, made out of metal tubing and designed to blend into parks and other public outdoor areas, is just like a natural tree but with a few added technical enhancements.

Sologic’s eTree offers shade, a water fountain, a WiFi hotspot, USB charging stations and even lights up at night, all powered by solar energy. According to the Israeli Ynetnews.com, the first eTree will be ‘planted’ in a park in northern Israel and the company is in talks to plant more in China and France.

Watch the video to learn more about the tree, or read more via NBC News.

Why It’s Hot: It seems that outdoor charging stations are becoming more popular in recent years as our inability to detach from our devices is becoming more of a reality. Sologic’s eTree has everything us tech lovers want and might have trouble finding outdoors. But eTree sets itself apart in that it doesn’t look like a random, industrial piece of technology invading Mother Nature’s beauty – rather, it blends in a bit more with its surroundings and serves a real purpose. After all, who doesn’t love taking countless sunny selfies and sharing them with friends? Now, the sky sun is the limit.