Source Reduction. Has it gone too far?
I am a huge believer in source reduction. For eco-conscious folks, it’s the first R (REDUCE) and through source reduction I have delivered large eco-benefits and millions of dollars in costs savings.
But are more and more CPG companies forgetting the importance of design in their quest for source reduction savings? Behold exhibit A, the Kraft YES Pack. www.kraftyespack.com
Savings wise it yields significant environmental benefits – it required 50 percent less energy during production, uses 60 percent less plastic and reduces CO2 emissions by 70 percent.
All very, very impressive but my question is… does this packaging work from a user experience standpoint? Do we all (or enough consumers) want to use and experience our salad dressing in bag form, like the large bags of free ketchup in fast food restaurants that get portioned out a squeeze or pour at a time?
Has anyone else seen examples of source reduction going too far or potentially having a negative impact on brand value?