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PSI Incentives Webinar Presentation How Incentives Change Consumer Behavior Within the Context of EPR Scott Cassel, CEO and Founder Product Stewardship Institute, Inc. January 25, 2012 Upcoming PSI Webinars • “Exploring the Economic Growth, Environmental Protection, and Cost Savings that can be Achieved through Producer Responsibility” – Tuesday, January 31, 2:00 – 3:30 PM ET • Last week’s webinar: “EPR for Packaging and Printed Materials: Status Update and Stakeholder Perspectives” For more information and to register, please see the Product Stewardship Institute website at: www.productstewardship.us/networkingcalls January 25, 2012 2 Who is the Product Stewardship Institute? • Non-profit founded in 2000 • Memberships 47 States 200+ Local governments • Partnerships (75+) Companies Organizations Universities Non-US Governments • Board of Directors: 7 states, 4 local agencies Global Product Stewardship Council Scott Cassel, Founding Board Member • Multi-stakeholder product stewardship network January 25, 2012 3 How to Participate Today You can connect to the Audio portion using VoIP or your telephone. To ask a question (verbally) via phone or VOIP … please use the hand-raising function. To type in a Technical Difficulties? question, use the Dial 800.263.6317 Question tab. January 25, 2012 4 Expert Panelists • Jo Opot, Global Vice President, Business Development Terracycle • Preston Read, Senior Vice President, Government Affairs RecycleBank • Chris van Rossem, Manager, Research and Policy Waste Diversion Ontario January 25, 2012 5 Key Elements in Product Stewardship Programs • Access (collection and recycling/disposal infrastructure) • Awareness (education/outreach) • Incentives (changing behavior) January 25, 2012 6 Programs to be discussed • Terracycle – Collect hard-to-recycle materials and remanufacture “brand name” products (“Upcycle”) – changes consumer mindset – Focus: brand owners and consumers • RecycleBank – Reward consumers for taking everyday green actions (mainly recycling) with discounts and deals from local & national businesses – Focus: municipalities and waste management companies • Ontario Pay-As-You-Throw – User pay systems and other policies in the context of EPR for packaging and printed materials January 25, 2012 7 TerraCycle® Brigades® Deck Eliminating The Idea of Waste!® collect solve promote 1 8TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766. LIFE CYCLE OF WASTE: BEFORE AND AFTER 9 Resources Manufacturer Retailer Consumer Post Consumer Waste Incineration Pre Consumer Waste TerraCycle will provide an Landfill analysis of your pre-consumer waste and will accept appropriate waste streams. The TerraCycle solution for non-recyclable waste: Go to Start collecting in any For each unit of waste collected, receive Waste is upcycled or TerraCycle.com box. Once full, download TerraCycle points, which can be recycled in to new and pick a waste a free shipping label and redeemed for impactful charitable gifts. eco-friendly products. stream to collect. send it to TerraCycle. collect TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766. BRIGADE MEMBER EXPERIENCE 1 0 2. Click the Choose a waste stream button and select 3. Read up on the Brigade 1. Go to TerraCycle.com. a Brigade. partnership and click on the Join Now button to sign up. Jinny Jeong, Operations 4. On your Brigade member page, you can 6. Affix your shipping track what you have collected, your points label on to a sealed 5. When you are ready to ship a filled balance, news on contests and promotions box and drop it off at box to TerraCycle, click the Ship Your and how much money you have donated to UPS to send on to Waste to Us button from your member your favorite charity. TerraCycle. homepage and with two clicks you can have your shipping label printed. collect TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766. 1 1 28 million Number of people collecting waste for TerraCycle globally. 2.5 billion Pieces of garbage collected by TerraCycle. MAP LEGEND 90,000 = Existing Participants Number of locations collecting waste for TerraCycle globally. = Country with Existing TerraCycle Program = New Markets for 2012 $3 million Cumulative payment to charitable organizations from TerraCycle for waste collected. 20 Countries Where TerraCycle Operates: (Australia, Argentina, Belgium, Brazil, Canada, Denmark, France, Germany, Hungary, Ireland, Israel, Mexico, Netherlands, Norway, Spain, Sweden, Switzerland, Turkey, UK and US). Christian Tucker, TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license,Business www.terracycle.co Developmentm, Toll-free 866.967.6766. 1 2 collect TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766. RETURN ON INVESTMENT 13 Category Positive PR Leadership Unique Upcycled Consumer & Recycled Engagement Products Access to License of the Robust TerraCycle Network Logo Your waste of Collectors is now nationally Collector Pre-Consumer Demographic recyclable! Waste Information Solutions Activation & Guaranteed Marketing Performance Opportunities Pricing Improved Brand Retail Differentiation Activation collect TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766. 14 Upcycle/Reuse Shred & Compress Waste is sent TerraCycle checks-in and Pelletize TerraCycle’s R&D and TerraCycle works with to TerraCycle. processes collected waste. Design teams develop major manufacturers who unique recycling and then make finished upcycling solutions for TerraCycle products. collected waste. Pulverize Non-Woven Fiber solve TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766. 15 Reuse Upcycle Josef Ehntholt, Allison Martyn, Brigades Business Development Reuse values materials original form and use. Upcycling values material’s characteristics. solve TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766. 16 Recycle Bari Levine, Brigades solve TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766. EXAMPLES OF “CRADLE TO CRADLE” SOLUTIONS 17 Most TerraCycle solutions can integrate collected materials into new and related products – a true “cradle to cradle” story. Primary Secondary Tertiary Example: TerraCycle is recycling old Example: TerraCycle is reintegrating Example: TerraCycle transformed used pens into the pen holder that is recycled Mars Drinks coffee capsules Frito-Lay® chip bags into a POP included with every pack of Expo® into the merchandisers for Mars display in Brazil featuring upcycled Pens. Now every pen can occupy a Drinks coffee. products along with Frito-Lay chips. package more than just once. solve TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766. POSITIVE ENVIRONMENTAL IMPACT 18 An independent study conducted by Zero Footprint comparing the production of a virgin products to Reuse Most upcycled or recycled plastic lumber in Brazil, found that Sustainable disposing of a single pouch by: TerraCycle will Upcycling - results in the roughly 60% ONLY reuse, less CO2 than a similar product made of Upcycle upcycle or recycle virgin material. collected waste. Recycling - results in the roughly 18% Recycle less CO2 than a product of virgin material. Incineration These results primarily stem from the positive impact in diverting non-recyclable materials from landfills and incinerators, reducing the impact of a number of critical factors such as: primary energy demands and Landfill/Disposal Least water as inputs and carbon dioxide, methane, Sustainable heavy metals, and leachate as outputs. solve TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766. TERRACYCLE MEDIA ASSETS 19 PR Blogs and Podcasts Social Media TV Content Marketing Support Albe Zakes, David Simons, Megan Yarnall, Lauren Taylor, PR PR Stacey Cusack, PR PR PR Robust in-house Integration opportunities Leverage the direct, In-house ability to Design and execute outreach to key media from content controlled instant, and objective generate fresh television promotional activities for outlets on your behalf. blogs and podcasts. access to your and video content. participants on behalf of consumers. your brand. TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766. TERRACYCLE PR 20 Old Navy US: HIGH (Since 2010) Nestle BRZ: MED (Since 2010) Stonyfield CAN: LOW (Since 2010) Media Placements: 218 Media Placements: 167 Media Placements: 43 Impressions:254,892,628 Impressions: 165,643,815 Impressions: 4,773,862 Ad Value: $2,357,756.81 Ad Value: $1,532,205.29 Ad Value: $144,158.72 National Consumer Business/Trade Local Television Albe Zakes, PR promote TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks
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