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Marco Lucisano - Consumer perceptions, current trends and the role of materials in a bio-based economy - The Food Packaging Edition

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RISE Bioeconomy
RISE Bioeconomy

Presentation by Marco Lucisano, RISE Bioeconomy, Vice President Papermaking and Packaging, at the Swedish conference "Livsmedelsförpackningar i fokus", Stockholm, April 27th, 2017.

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Research Institutes of Sweden CONSUMER PERCEPTIONS, CURRENT TRENDS AND THE ROLE OF MATERIALS IN A BIO-BASED ECONOMY Marco Lucisano, Vice President, Papermaking & Packaging RISE Bioeconomy This is a copy of a presentation at the Swedish conference Livsmedelsförpackningar i fokus, Stockholm, April 27th 2017. We have added speech bubbles to guide you through the slides. Please feel free to contact me if you have questions or comments: marco.Lucisano@ri.se
2 Since this is a presentation about the future, one could assume that we are trying to describe a vision for the future, or maybe a forecast. Naturally, both visions and forecast are interesting, yet neither forms the base of our way of working with foresight work.
3 To us, studying the future is like training to drive a car in a foggy day. When you do it, you rely on your experience of interpreting signs and signals. Indeed traffic signs are designed so that we can understand their meaning even when we just can see their shape. When you have trained and you manage to react quickly to what happens around you, then you can drive home safely. Or, leaving the world of analogies, steer your company to a successful future.
4 Global trends Scientifically possible Our Global Outlooks describe interesting intersections between global trends in business and society and scientific and technical developments which are now reaching the tipping point to implementation. This presentation is based on our latest study “A Cellulose-Based Society”, a study of trends and drivers influencing the development of new materials in a circular bio-based economy.
5 Innventia International Consumer Survey One of the sources of information for our latest study, A Cellulose- Based Society is an international consumer survey we performed in five countries (Sweden, Germany, the United States, Brazil and China) in late January and early February 2016. In each of the five countries we collected answers from 500 people, targeting the urban digitally-savvy middle classes. We asked questions about choices in life, attitudes and connection with the materials we encounter in everyday life.
How worried are you about… environmental issues? 6 We asked a large number of questions about general attitudes, among others towards the environment. Percent “very worried” above the axis, “not worried” at all below. Average of four environmental concerns: Natural disasters, global warming, resource shortage and deforestation.
7 Who is responsible for the environment? It is interesting to observe that there is only one group for which we have high level of trust and ascribe a high level of responsibility: ordinary people, that is everyone of us, individually.
8 How do we make the world a better place?
9 Give us more efficient recycling systems! We asked which measures society should take to make the world more sustainable. The most common answer was to set in operation more efficient recycling systems and the second most common option was to force companies to recycle to a greater degree. This suggest that there is a bias among the urban citizens in the direction of recycling. This is absolutely not a negative trait, but rather a very common association.
10 ≠ The bias for recycling is particularly important in light of the ongoing development towards a circular economy. We need to make sure to distinguish between recycling, albeit enhanced, and full circularity.
11 We asked respondents a large number of questions about materials: are we aware, do we actively discriminate between different alternatives?
12 Reliable and exclusive? In this graph we summarize a number of attributes on two axes, one related to reliability and one to exclusivity.
13 Reliable and exclusive? Looking at how an ideal material is classified, we see that natural materials and wood are excusive enough although not quite as reliable as they would need to be.
14 Biobased not as good as natural materials! Researchers, both in the industry and in academic environments work actively to develop new and innovative biobased materials. Yet, respondents in our survey did not rank biobased alternatives favourably.
15 Econsumers like biobased! Since we have metadata about respondents, we can isolate the answers of those who are more interested or knowledgeable, a group we called Econsumers. Econsumers see biobased materials as very similar in attributes to natural material. This shows the need of open and transparent education of consumers, taking them along a journey of learning and involvement.
16 A Cellulose-Based Society describes eight trends which are important for the development of new sustainable materials towards a circular biobased economy. Here I have selected three of the trends.
17 The City Norm Urbanisation is more to be regarded as a fact than as a trend. Urbanisation generates a number of consequences and opportunities which have the connotation of trends. Let’s have a look at one of them.
18 The country of Sweden and the city of New York have one thing in common: the size of their population. This means that the concentration of people and materials is much higher in New York than in the entire Sweden. Can we see this as a key enabler for innovative materials solutions for food packaging?
19 Here we see one modern urban phenomenon: home delivery of ready food. I have ordered a significant number of alternatives to perform a non-scientific study of the packaging solutions used.
20 80% recycled material PLA Moulded pulp Unknown plastic Al Paper This is one example from my empirical study: is it really the best solution to ask consumers to handle six different materials? What are we supposed to do with the packaging we get home with food deliveries?
21 The likely answer, at least for the people of Stockholm, is to sort different materials and take them to the nearest recycling station, this one for example. Remember the urban citizens’ bias for recycling? If this is the end-of-life of our packaging, it is not difficult to understand why it is still common for people to associate packaging with waste instead of seeing its value, functionality and performance.
22 No more plane Janes and average Joes “No More Plain Janes and Average Joes” portrays a development in which an increasingly heterogeneous mass market splits into a myriad of fast-moving niches, and where the “average consumer” as the target group is irrelevant. This means that the need for specialisation and branding will be increasingly important to achieve success.
23 Business activism “Business Activism” illustrates a trend in which companies, on both business and ethical grounds, start to take an increasingly active role in the pursuit of a sustainable world. This has a particularly large impact at a time when both politicians and consumers are perplexed and disagree about the challenge of leading development in a positive direction.
24 Phasing out shopping plastic bags is part of our wider effort to constantly increase the use of more sustainable materials in our production, products and stores…
25 The demonstration economy The main conclusion of our study is that the successful organisations and companies of tomorrow need to build skills that go beyond thinking through promising ideas and concepts – many people will be increasingly good at that in the future. The truly successful organisations will be those that also have the ability to demonstrate these ideas and concepts in reality. The force for change, as well as the success, that can be created by the ability to demonstrate solutions that can actually be seen, touched and experienced can currently be exemplified in organisations such as Uber, Airbnb, Tesla, SpaceX and Khan Academy – organisations that have all changed the perception of what is possible and desirable, and shaped the reality around them.
26 Order your copy of A Cellulose-Based Society: www.Innventia.com/cbs
Research Institutes of Sweden Marco Lucisano, Vice President, Papermaking & Packaging RISE Bioeconomy

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Marco Lucisano - Consumer perceptions, current trends and the role of materials in a bio-based economy - The Food Packaging Edition

  • 1. Research Institutes of Sweden CONSUMER PERCEPTIONS, CURRENT TRENDS AND THE ROLE OF MATERIALS IN A BIO-BASED ECONOMY Marco Lucisano, Vice President, Papermaking & Packaging RISE Bioeconomy This is a copy of a presentation at the Swedish conference Livsmedelsförpackningar i fokus, Stockholm, April 27th 2017. We have added speech bubbles to guide you through the slides. Please feel free to contact me if you have questions or comments: marco.Lucisano@ri.se
  • 2. 2 Since this is a presentation about the future, one could assume that we are trying to describe a vision for the future, or maybe a forecast. Naturally, both visions and forecast are interesting, yet neither forms the base of our way of working with foresight work.
  • 3. 3 To us, studying the future is like training to drive a car in a foggy day. When you do it, you rely on your experience of interpreting signs and signals. Indeed traffic signs are designed so that we can understand their meaning even when we just can see their shape. When you have trained and you manage to react quickly to what happens around you, then you can drive home safely. Or, leaving the world of analogies, steer your company to a successful future.
  • 4. 4 Global trends Scientifically possible Our Global Outlooks describe interesting intersections between global trends in business and society and scientific and technical developments which are now reaching the tipping point to implementation. This presentation is based on our latest study “A Cellulose-Based Society”, a study of trends and drivers influencing the development of new materials in a circular bio-based economy.
  • 5. 5 Innventia International Consumer Survey One of the sources of information for our latest study, A Cellulose- Based Society is an international consumer survey we performed in five countries (Sweden, Germany, the United States, Brazil and China) in late January and early February 2016. In each of the five countries we collected answers from 500 people, targeting the urban digitally-savvy middle classes. We asked questions about choices in life, attitudes and connection with the materials we encounter in everyday life.
  • 6. How worried are you about… environmental issues? 6 We asked a large number of questions about general attitudes, among others towards the environment. Percent “very worried” above the axis, “not worried” at all below. Average of four environmental concerns: Natural disasters, global warming, resource shortage and deforestation.
  • 7. 7 Who is responsible for the environment? It is interesting to observe that there is only one group for which we have high level of trust and ascribe a high level of responsibility: ordinary people, that is everyone of us, individually.
  • 8. 8 How do we make the world a better place?
  • 9. 9 Give us more efficient recycling systems! We asked which measures society should take to make the world more sustainable. The most common answer was to set in operation more efficient recycling systems and the second most common option was to force companies to recycle to a greater degree. This suggest that there is a bias among the urban citizens in the direction of recycling. This is absolutely not a negative trait, but rather a very common association.
  • 10. 10 ≠ The bias for recycling is particularly important in light of the ongoing development towards a circular economy. We need to make sure to distinguish between recycling, albeit enhanced, and full circularity.
  • 11. 11 We asked respondents a large number of questions about materials: are we aware, do we actively discriminate between different alternatives?
  • 12. 12 Reliable and exclusive? In this graph we summarize a number of attributes on two axes, one related to reliability and one to exclusivity.
  • 13. 13 Reliable and exclusive? Looking at how an ideal material is classified, we see that natural materials and wood are excusive enough although not quite as reliable as they would need to be.
  • 14. 14 Biobased not as good as natural materials! Researchers, both in the industry and in academic environments work actively to develop new and innovative biobased materials. Yet, respondents in our survey did not rank biobased alternatives favourably.
  • 15. 15 Econsumers like biobased! Since we have metadata about respondents, we can isolate the answers of those who are more interested or knowledgeable, a group we called Econsumers. Econsumers see biobased materials as very similar in attributes to natural material. This shows the need of open and transparent education of consumers, taking them along a journey of learning and involvement.
  • 16. 16 A Cellulose-Based Society describes eight trends which are important for the development of new sustainable materials towards a circular biobased economy. Here I have selected three of the trends.
  • 17. 17 The City Norm Urbanisation is more to be regarded as a fact than as a trend. Urbanisation generates a number of consequences and opportunities which have the connotation of trends. Let’s have a look at one of them.
  • 18. 18 The country of Sweden and the city of New York have one thing in common: the size of their population. This means that the concentration of people and materials is much higher in New York than in the entire Sweden. Can we see this as a key enabler for innovative materials solutions for food packaging?
  • 19. 19 Here we see one modern urban phenomenon: home delivery of ready food. I have ordered a significant number of alternatives to perform a non-scientific study of the packaging solutions used.
  • 20. 20 80% recycled material PLA Moulded pulp Unknown plastic Al Paper This is one example from my empirical study: is it really the best solution to ask consumers to handle six different materials? What are we supposed to do with the packaging we get home with food deliveries?
  • 21. 21 The likely answer, at least for the people of Stockholm, is to sort different materials and take them to the nearest recycling station, this one for example. Remember the urban citizens’ bias for recycling? If this is the end-of-life of our packaging, it is not difficult to understand why it is still common for people to associate packaging with waste instead of seeing its value, functionality and performance.
  • 22. 22 No more plane Janes and average Joes “No More Plain Janes and Average Joes” portrays a development in which an increasingly heterogeneous mass market splits into a myriad of fast-moving niches, and where the “average consumer” as the target group is irrelevant. This means that the need for specialisation and branding will be increasingly important to achieve success.
  • 23. 23 Business activism “Business Activism” illustrates a trend in which companies, on both business and ethical grounds, start to take an increasingly active role in the pursuit of a sustainable world. This has a particularly large impact at a time when both politicians and consumers are perplexed and disagree about the challenge of leading development in a positive direction.
  • 24. 24 Phasing out shopping plastic bags is part of our wider effort to constantly increase the use of more sustainable materials in our production, products and stores…
  • 25. 25 The demonstration economy The main conclusion of our study is that the successful organisations and companies of tomorrow need to build skills that go beyond thinking through promising ideas and concepts – many people will be increasingly good at that in the future. The truly successful organisations will be those that also have the ability to demonstrate these ideas and concepts in reality. The force for change, as well as the success, that can be created by the ability to demonstrate solutions that can actually be seen, touched and experienced can currently be exemplified in organisations such as Uber, Airbnb, Tesla, SpaceX and Khan Academy – organisations that have all changed the perception of what is possible and desirable, and shaped the reality around them.
  • 26. 26 Order your copy of A Cellulose-Based Society: www.Innventia.com/cbs
  • 27. Research Institutes of Sweden Marco Lucisano, Vice President, Papermaking & Packaging RISE Bioeconomy