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From Landfill to Refill The Transition to a Water Refill Campus
Hailey Bolland, Sustainability OfficerAsset Management Services
Overview
About USC What is the water refill campus? How it works Survey results Gaining support internally and
externally Why target bottled water? Benefits
Challenges Strategies Monitoring and Reporting Machine water usage Environmental savings Top three learnings Water Refill Booklet Questions and Group Exercise
I am happy to answer questions at the end of the presentation
University of the Sunshine Coast
• Sippy Downs campus, Sunshine Coast, Queensland, Australia (100 kilometres north of Brisbane, Queensland's capital city)
• USC has centres in Noosa, Gympie, Caboolture, North Lakes and at South Bank and operates a research facility on Fraser Island
• One of the fastest growing Universities in Australia
• Student enrolments in 2015 - 10,447
USC’s Water Refill Campus
• In February 2015 officially became the first Queensland University to remove the sale of commercial bottled water.
• Provides a variety of free and paid water refill options in place of selling bottled water.
• Supports USC’s goal to reduce onsite waste e.g. estimated > 40,000 single use plastic bottles per year.
Water Refill Options
• Three Pro Acqua water refill vending machines which dispense chilled, micron-filtered still or sparkling water for a very low cost to users (up to 80%)
• Free aqua bubblers (bottle refilling stations)• Free water fountains (some chilled)
USC’s Water Refill Campus
Objectives:
• Increase awareness of the impacts of bottled water (environmental, financial and social)
• Promote the benefits of refilling • Reduce the campus environmental footprint (i.e.
waste)• Empower people to be environmentally
responsible
How It Works
Incentive Smart Cards
• Loyalty smart cards can be purchased from all campus food outlets for A$7 which includes A$5 credit to use at the machines.
• Recharges can be purchased at the campus food outlets for A$5 only and A$10 at the water refill machines.
• For visitors or non-regular users, the Pro Acqua machines offer a pay per refill option via credit card which incurs an extra cost.
Refillable Bottles
$7.00 inc $5.00 credit
$7.00
$13.00
Price of water refills with a smart card:
40c per 500 ml 50c per 750 ml 60c per 1litre
$0.50 - 500ml compostable cup
Where It All Began
• In August 2013, a USC student proposed that the University consider a ban on selling bottled water.
• Feedback from a USC staff/student survey revealed an insight into the social issues of buying bottled water vs refilling a water bottle
• Determined consensus for introducing a bottled water sales ban on campus
Student/Staff Survey
A total of 1851 surveys were fully completed
0%
10%
20%
30%
40%
50%
60%
70%
Staff
Students
30%
70%
Survey Participants
Key Survey Results
82.28
17.72
Yes No
Q.16 After installing micro-filtered water refill stations on campus and having an appropriate phase out period for selling bottled water; would you support
USC to become the first University in QLD to totally ban the sale of bottled water?
(%)
88%
12%
Q 17. Regardless of the University banning the sale of bottled water,
would you like the University to sell refillable drink bottles and mugs at
all campus eateries?
YesNo
Summary of Q.16 and 17 of the survey82 per cent of respondents said they would support a total ban of selling bottled water on campus given that micro-filtered water refill stations were provided as an alternative to commercial bottled water. Furthermore, 88 per cent of participants indicated they would like the University to sell refillable bottles and mugs at all campus eateries.
Gaining Support
• A feasibility study presented as a business case to the Sustainability Management Committee
Included: – staff/student survey results– risk/benefit analysis – financial analysis– review of alternatives to selling bottled water (product comparison)– investigation of other bottled water ban initiatives– alignment with USC’s strategic vision – communications plan
• Report provided to USC community through Vice Chancellor blog and USC website
Partners/Affiliates
Why Target Bottled Water• Water is a free and natural commodity vs flavoured drinks - Opportunity to
use water as a catalyst for social change in fading out the single use plastic bottle issue
• High future projected growth of the University -Opportunity to reduce expected increase in waste volumes
• Opportunity to provide a cheaper and/or free alternative to bottled water
• Opportunity to reduce plastic waste and demonstrate commitment
• Opportunity to promote the benefits of refilling a water bottle
Benefits
• Aligns with USC’s strategic sustainability objectives• Demonstrates leadership - builds University brand and reputation• Builds on USC’s sustainable waste management initiatives • Empowers students to be environmentally responsible
Benefits
• Reduces USC's environmental footprint • Reduces costs to staff, students and campus guests up to 80% cheaper than bottled
water • Hands-on learning approach to contributing to change• Reduces emissions associated with travel miles due to transport of bottled water• Promotes quality and safety of public municipal water
Other Benefits
• Initiative prompted USC retail outlets to source flavoured drinks in glass and can varieties where possible
• Milk products in waxed cardboard• Vending machine suppliers removed bottled water
and provide can variety flavoured drinks where possible
• All third party retailers - water refill campus requirements embedded in contracts
• Green Gown Award Finalist 2015
Key ChallengesChanging the social norm (getting people to respond to knowledge and change) • Savvy marketing from the bottled water industry has lead to a social norm• Need to understand consumer purchasing behaviour that supports the industry to formulate strategies
that encourage the shift ‘back’ to a refill water culture
Replacing the commercial income generated from bottled water sales at campus retail outlets • Bottled water sales account for a large proportion of retail profits • Need to find alternative revenue streams• Establish new model for purchasing water that aligns with existing retail system
Change Management Process• Establish new procedures and/or protocols to enable change at an organisational level• Find ways to collaboratively and positively work with relevant staff/stakeholders
Strategies
Changing the social norm• Conduct survey to understand consumer purchasing • Social marketing campaign to raise awareness and encourage refilling water • Install water refill machines that are quality assured/accredited to encourage
consumer confidence in the product • Provide customers with a convenient and cheaper alternative to buying bottled water
– variety of options• Focus on the positives of refilling as the key campaign message (no negative images
or words)• Engage and support staff and stakeholders throughout the development and
implementation stage• Acknowledge the contribution that staff and students are making to achieving the
University’s sustainability objectives• Include a transition period to no bottled water
Transition Planning
• Include a transition period where the selling of bottled water is phased out over a period of time
• Helps people get used to the new concept and allows adequate time to get the framework set up with minimal setbacks
• Example actions taken during the phase out period:– Start off with an introductory launch promoting the time period until the changes
take affect– Rollout promotional campaign via social networks, events and media channels– Sell USC branded refillable bottles at all retail outlets – Place adequate signage around campus– Provide free smart cards and water bottles during events– Engage sponsors/partners to help build acceptance and raise awareness (e.g.
Do Something – provided environmental speaker to introductory launch) – Hold a second official launch to promote commencement of total water refill
campus
Communication Plan
• Devised a communication plan based on social marketing principles and thematic communications
• Broken down into stages - pre launch, introductory launch, official launch and post implementation
• Include: key target audience, key messages, branding campaign, timeframes for actions, potential barriers and actions to address these
• A variety of communication methods were utilised to raise awareness and promote a consistent message
Communications
• Introductory Launch and Official Launch events• Endorsement by celebrity/respected speakers• Consistent campaign branding• Vice Chancellor blog• Retail staff consultation and information sessions• Student Guild and Student ECO Collective Group
(flyer distribution and social media promotion)• Information/display stand during Orientation Weeks • Daily check-ins with retail staff • Instructional/marketing video • Student champion demonstrations• Cross promotion with other organisations
Communications• Facilities Management newsletters • Staff/student emails• Digital adverts on campus TV screens and Water Refill Machines• Promote daily cleaning regime of bubblers and water refill machines• Coffee cup and reusable bottle advertising • USC Website – www.usc.edu.au/refill• Social Media • Campus and machine signage• Aqua bubbler stickers• Food outlet signage• Press release
Strategies
Generating income streams• Water refill profit per litre – commission on each litre of water purchased • Digital and fixed advertising on machine – commission based• Refillable bottles - commission on sale of bottles • Smart card purchase – commission on purchasing a card and recharging a card• Working closely with retailers and Pro Acqua to develop a business model that aligns
with the existing retail system• Financial analysis
Financial Analysis
Start up costs under $50, 000• Consisting of- promotion and signage, purchasing initial stock
items (refillable bottles, smart cards)
Projected profit over time (assuming nil stock) =$20,000• Includes sale of stock and water refill purchases• Under the new water purchasing system unable to meet business
as usual bottled water profits• USC objective is environmental not financially based
Third party lease/contracts• Embed requirements in new contracts• Existing contracts - embed lease requirements at renewal of
contract • Possibility of offsetting bottled water profit loss in leasing costs
Strategies
Effecting Change Management• Senior executive endorsement and direction • Focus on the moral benefits to enacting change i.e. leadership, environmental
responsibility, innovation.• Use survey results to support business case • Regular consultation with key staff/stakeholders – gain ideas, feedback and
encourage shared ownership of the initiative• Enabling retail staff to take ownership (e.g. Influence pricing and sourcing refill
products, influence a non-plastic supply chain of flavoured drinks)• Incorporate water refill objectives in sustainability policy • Undertake a Risk Analysis
Risk Analysis
See Water Refill Booklet for more examples
Risks/Issues Actions to address issues and minimise risks
After hours and guests purchasing of bottles and smart cards
*Ensure adequate signage and maps are placed across campus that highlight water bubblers *People can purchase water with a smart card and credit card after hours*Consider a bottle and card vending machine for after hours
Providing water to patrons at large functions and events
*Event Coordinators provide tabletop water fountains with crockery or biodegradable paper cups to guests and patrons at events and functions*Program water machines to provide free water at events
Providing water in the event of an emergency (e.g. person fainting, distressed or injured)
*Allow student services and Security staff to keep a stock of bottled water for emergency purposes
Providing an option of safe and accessible water to people during a municipal water supply contamination event
*Have a supplier for bottled water available at short notice and sell the bottled water only during such an event
Complaints made about having the choice of purchasing bottled water on campus taken away
*Promote the benefits of using a re-useable bottle*Investigate options to provide free smartcards at events *Cafes/outlets consider providing water jugs and washable cups
People will buy more sugary drinks *Sell a range of sugar free or naturally sweetened flavoured drinks*Promote the variety and convenience of water refill options available
Why Pro Acqua?
• Water vending machine system – owned and maintained by Pro Acqua• Revenue stream - commission from water usage, smart cards and digital advertising• Includes a 37” inch display monitor for promotion, advertising and/or information • Provides micro-filtered still and sparkling chilled water at a minimal cost to consumers
– up to 80% cheaper than buying bottled water• Uses a filtering system that is NSF certified (www.nsf.org) and uses activated carbon
to micro filter down to 0.5 microns• The water is UV sanitized at the nozzle to ensure no bacterial contamination • The water is tested by NATA registered labs• Offers easy and accessible water payment options for customers
Monitoring and Reporting
Quarterly water machine usage reports from Pro Acqua Quarterly environmental reports from the Pro Acqua - co2 saved and PET
bottles saved from landfill Quarterly sales reports from USC food outlets Post implementation survey Regular consultation with retail staff - feedback
Machine Water Usage Total water refill machine usage of all three machines on campus for the period July 2014 to June 2015 = 17827 Litres (includes the transition period where bottled water was sold on campus in conjunction with refill alternatives from July 2014 – February 2015)
Environmental Benefits
767
817
C02 emissions saved kg PET saved kg
Environmental Savings Achieved from Water Refill Machine Usage Jul 14 - Jun 15
26655
3308129711
2012 Sales 2013 Sales 2014 /15 Savings
Quantity of Plastic Bottled Water Sales (USC Food Outlets) vs Plastic Bottled Water Savings (Pro Acqua Machines)
Top Three Learnings
1. Gain support from all levels of the organisation and involve all stakeholders in the change management process.
2. Take adequate time to plan your project well and include a water refill transition period before removing the sale of bottled water.
3. A communication plan based on social marketing principles and thematic communications is an essential part of the process.
*Please refer to the Water Refill Planning and Implementation Guide for more details on how you may be able to introduce a water refill initiative in your workplace
Questions & Group Exercise
Mind Mapping Exercise
ACTS Conference Group Exercise: Water Refill Mind Mapping
Break into groups of 2-3 people and choose a person that would like to introduce a water refill initiative in their workplace.
Use the questions below to brainstorm ideas and formulate a mind map strategy.
1. What is unique about your organisation that could work in favour of implementing a water refill initiative?
2. What water refill options already exist onsite – fountains, bottle filling stations, faucet taps?
3. What water refill alternatives will you need to introduce?4. Who would be the champions for driving the project?5. What barriers exist that may prevent your organisation from
implementing this project?6. How can these barriers be addressed?
