1、Designing for a waste free future Understanding the impact of waste on people,planet and the economy and how disruptive innovation can drive consumer behaviour.3DESIGNING FOR A WASTE-FREE FUTUREThe great waste challengeThe worlds waste mountain is growing,particularly in emerging markets.The good ne

2、ws is that many people want things to be different.They know that the current levels of waste are bad news,and they think that much of it could be put to better use.In India,for example,our Planet Pulse research has found that 64%think food waste could feed people in need or discarded clothes could

3、dress people in need.They want brand owners,the people who supply them with the goods and services they use every day,to help them with this challenge.24 of the 38 categories we track in the Sustainability Sector Index are strongly associated with overpackaging,non-recyclable packaging,landfill,over

4、consumption and waste.Consumers are looking for businesses to prioritise waste reduction.They want brands to solve the overconsumption and waste issue by supporting sustainable purchase behaviours,using of alternative sustainable materials,not promoting disposable products,for example.Global waste i

5、s projected to hit 3.4 billion tonnes by 2050.Business needs to step up to the great waste challenges and the business opportunities it presents by helping people adopt new behaviours.32We think theres a huge opportunity for brands that get this right.Its time to step up and help tackle the big wast

6、e challenge.In this booklet,well look at the scale of the challenge,how brands can meet consumer demands for a life with less waste,why different groups need specific messages,and the power of smarter design and partnerships to deliver real change.5DESIGNING FOR A WASTE-FREE FUTURE45Consumers expect