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Making Hay from Waste: Up-to-date Insights on Reclaiming Waste Profitably
Howie Fendley, MBDC Miriam Turner, Interface Darren Beck, Sprint Angie Olson, 3M !
© 3M 2012 All Rights Reserved. Confidential 1
Product and Service Innovation Break-out Session
Angie Olson: 3M Home Care Division Brand Marketing Manager June 5th, 2013 Sustainable Brand Conference
San Diego, CA Creating Conditions for a Flourishing Future
The Scotch-Brite® Greener Clean Story
© 3M 2012 All Rights Reserved. Confidential 4
The answer, until recently, was nothing much: it was left to decompose in the fields. But it takes 6-10 years farming- spending energy and water- to grow agave before it is
harvested for tequila. A company in Mexico didn’t want to see any of that energy wasted. Neither did 3M
© 3M 2012 All Rights Reserved. Confidential 7
Agave might be great at scrubbing, but it took a lot of work to adapt the material to manufacturing processes. Through prototyping various manufacturing processes, the 3M team learned how to best address flammability and stickiness, inherent challenges of the nonwoven web making process.
© 3M 2012 All Rights Reserved. Confidential 8
Rethink your routine with the greener way to clean. The Scotch-BriteTM Brand you
know and trust has created a line of effective cleaning products with sustainable
qualities, offering you a choice you can feel good about.
!!Product: Scrubbing fibers made from 50% Agave plant. Sponge made with 23% recycled materials
!!Packaging: 100% recycled material on Scour Pads
© 3M 2012 All Rights Reserved. Confidential 9
Greener Clean Consumers Impact the Category
Switchers from Scotch-Brite
22%
Switchers from other Brands
30%
New Category
Users
48% +48%
Source: SymphonyIRI Sources of Volume Study, December 2010.
Nearly Half of the Consumers were NEW to the Scrub Sponge Category
© 3M 2012 All Rights Reserved. Confidential 10
Develop and Nurture New Audiences with Greener Clean
•! Continue to effectively grow the category by bringing new users to it
•! Earn their trust and loyalty to our brand over the
next 60+ years of their lives
•! the first generation that believes they can make a difference in helping the Earth
Millennials…
© 3M 2012 All Rights Reserved. Confidential 12
Scotch-Brite™ Little Things that Matter Campaign Results
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;6%<$,A#$:%+6,$#%
VIDEO SWEEPSTAKES GIFTING APP
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© 3M 2012 All Rights Reserved. Confidential 13
$2.5MM*
$5.9MM*
$12MM*
Greener Clean Franchise
*Source: IRI Dollar Sales MULO, YoY and YTD ending 3/24/13
$14.6MM*
$35MM Since ‘09 Launch Increase in Integrated Marketing Communications =
Robust Sales Growth YoY!
© 3M 2012 All Rights Reserved. Confidential 14
Table 002; Q2.0 If you were to become aware that sponges are more environmentally friendly than paper towels, how would your
purchases of sponges change, if at all?; Base = Total (1006, 673, 333, 134, 703, 169)
Letters indicate significance at 90% Confidence Level; columns tested BC, ALMN Source: GFK April 2008
Rating and Reviews
Recouping Value!The Reuse and Recycling of Mobile Devices"
Darren Beck - Director, Environmental Initiatives!Sprint Corporate Responsibility!
Twitter @DarrenBeck!
©2013 Sprint. This information is subject to Sprint policies regarding use and is the property of Sprint and/or its relevant affiliates and may contain restricted,"confidential or privileged materials intended for the sole use of the intended recipient. Any review, use, distribution or disclosure is prohibited without authorization. !
!"©2013 Sprint. This information is subject to Sprint policies regarding use and is the property of Sprint and/or its relevant affiliates and may contain restricted,!confidential or privileged materials intended for the sole use of the intended recipient. Any review, use, distribution or disclosure is prohibited without authorization. "
Given the scope and investment, is landfilling really an option?!
1 As of Dec. 2012. Source CTIA Wireless http://www.ctia.org/advocacy/research/index.cfm/AID/10323"2 Annual figure for 2012. Source: Gartner, Inc. http://www.gartner.com/newsroom/id/2408515"3 180 MJ (50 kWh) to manufacture mobile phone. Source: Nokia, 2005. http://www.lowtechmagazine.com/2008/02/the-right-to-35.html "4 In 2011, “avg" nuclear power plant in U.S. generated about 12.2 billion kWh. Source: U.S. EIA http://www.eia.gov/tools/faqs/faq.cfm?id=104&t=3 "5 On Sprint.com as of 5/27/13 with 2-year agreement and bringing your number to Sprint on a new line of service. (Regularly $649.99)"
Doing The Numbers!
102%! 1.7 Billion!Wireless penetration rate in U.S.1"
Mobile phones shipped worldwide2"
85 Billion kWh! Seven!Estimated energy to produce those phones3"
Nuclear power plants to generate that energy4"
$550! 1 of Sprint"s top costs!Sprint discount on Apple iPhone 5 16GB5"
Purchasing mobile devices from manufacturers"
!"©2013 Sprint. This information is subject to Sprint policies regarding use and is the property of Sprint and/or its relevant affiliates and may contain restricted,!confidential or privileged materials intended for the sole use of the intended recipient. Any review, use, distribution or disclosure is prohibited without authorization. "
•# Challenge!-# Only ~10% collected in U.S.1"
Increasing Collections!
1 On average only 11% of mobile devices in the U.S. are turned in for recycling. www.epa.gov/osw/conserve/materials/ecycling/docs/fullbaselinereport2011.pdf "
•# Ease & Convenience!-# Accept all mobile devices"
-# Collect nationwide (> 3,500 retail stores)"
-# Integrate offer into online shopping experience"
-# Postage-paid envelope with new device"
-# Text reminder sent post-purchase"
•# Compensation!-# Incentivize customers and employees"
-# Up to $300 instant credit in store for eligible devices"
-# Customers received more than $100 million of credit in 2012"
!"©2013 Sprint. This information is subject to Sprint policies regarding use and is the property of Sprint and/or its relevant affiliates and may contain restricted,!confidential or privileged materials intended for the sole use of the intended recipient. Any review, use, distribution or disclosure is prohibited without authorization. "
Recouping Value!