Sustainable packaging through the lens of the SHIFT marketing framework _ Part 1/2

INTRODUCTIONIs your packaging taking an active part in circular solutions? Are you struggling in getting people to adopt sustainable behaviour? What should your marketing look like to motivate your customers to properly reuse, recycle, or compost?In this episode, we have two experts, Kate and Rosemary, who will lead you through the knowledge and methodology summarized by the SHIFT framework.Each letter represents a key marketing factor to shift behaviour in more eco-conscious directions. In this episode, we will cover the 3 first ones, the S, H, and I: Social Influence, Habit Formation, and Individual self. In the next episode, you will explore the F and T: Feelings and Cognition, and Tangibility. All this content was born as a UBC Sauder School of Business academic report for SITRA, to become a workbook, until it was developed into a very supportive and practical program with Share Reuse Repair Initiative.I liked how Kate and Rosemary played with their complementarity to bring extra thought about packaging. So, ready to learn how to get a more evidence-based understanding of your market, and how to set up different clear messages? ABOUT KATHERINE WHITE FROM UBC SAUDER SCHOOL OF BUSINESSDr. Kate Whiteis Professor of Marketing and Behavioural Science at the UBC Sauder School of Business, in Vancouver, Canada. She is also the Senior Associate Dean of Equity, Diversity, and Inclusion and the Academic Director of the Peter P. Dhillon Centre for Business Ethics. Kate’s research focuses on how to encourage ethical, prosocial, and sustainable consumer behaviours. Kate was honored as one of the top 5 Marketing Researchers in the world by the American Marketing Association. Kate currently serves as Associate Editor for the Journal of Marketing Research and is on the editorial review boards of the Journal of Consumer Research, the Journal of Marketing, and the Journal of Consumer Psychology.Kate has consulted on various sustainable behaviour-change projects with organizations such as The City of Calgary, Starbucks, Lululemon, the Share, Reuse, Repair Initiative, TransLink, My Sustainable Canada, BC Hydro, and Mountain Equipment Co-op.  ABOUT ROSEMARY COOPER FROM SHARE REUSE REPAIR INITIATIVE (SRRI)Rosemary Cooper has over 20 years’ experience advancing sustainable solutions that make business and economic sense while boldly advancing social and environmental goals. In doing so, she often emphasizes collaboration between business, government, and community.  Since 2013, she has been catalyzing the transition to a circular economy with a focus on upstream innovations that design out waste and foster lasting and shared prosperity. She is the Project Director of the Share Reuse Repair Initiative whose mission is to build a circular economy that serves as a meaningful waste and climate solution, enables people to “live circular” and foster resilient local economies.  It is uniquely focused on bolstering the supply of circular goods and services while cultivating the cultural and consumer demand for that supply. She also teaches the Circular Economy at BCIT’s School of Business and provides consulting services on circular innovation and circular living. RESOURCES MENTIONED IN THE EPISODE:« SHIFT. A review and framework for encouraging ecologically sustainable consumer behaviour», Katherine White & Rishad Habib (2018), SITRA Studies 132, Erweko:  https://www.sitra.fi/en/publications/shift/ (including the « green consumer perception matrix » on p. 36)« SHIFT. Sustainable consumer behaviour change workbook», Katherine White & Rishad Habib (2018), Erweko: https://www.sitra.fi/en/publications/shift-workbook/The Culture Shift webpage of Share Reuse Repair Initiative to learn more about the SHIFTing Consumer Behaviour Program: https://www.sharereuserepair.org/culture-shift.htmlEpisode #15: Segmenting 7 motivations to better reach your market with Lindsey Boyle of Circular CitizenExample of Fulfill Shoppe, merged with JarrEpisode #12: When cups initiate a reusable ecosystem to take the waste out of takeout with Cody Irwin of ShareWares WHERE TO FIND OUR GUESTS?Kate White’s profile: on LinkedIn https://www.linkedin.com/in/kate-white-51721711/ and at UBC Sauder https://www.sauder.ubc.ca/people/katherine-whiteRosemary Cooper’s LinkedIn profile: https://www.linkedin.com/in/rosemary-cooper/The contact page of SRRI: https://www.sharereuserepair.org/contact-us.html PODCAST MUSICSpecial thanks to Joachim Regout who made the jingle. Have a look at his work here. I am happy to bring a sample of our strong bonds on these sound waves. Since I was a child, he made me discover a wide range of music of all kinds. I am also delighted he is a nature lover and shares the Look4Loops 'out of the box philosophy'. He is an inspiring source of creativity for me.