Using Behavioural Science to inform the design of more sustainable snack packaging Using Behavioural Science to inform the design of more sustainable snack packaging

Using Behavioural Science to inform the design of more sustainable snack packaging

Create a set of guidelines to inform the development of sustainable packaging for snacks by understanding contextual influences and testing new sustainable packaging concepts.

TBA Approach.

  1. Packaging safari: looking out for environmentally-friendly and unfriendly packaging, and reflecting on personal consumption

  2. Concept evaluation: review of six packaging illustrations with probes on use cases and barriers to uptake

  3. Reflective follow-up interviews: exploring the reality of how these concepts could fit around current snack habits

Behavioural Insights, Interventions & Impact.

  1. People frequently renege on their intention to behave sustainably as other motivations – such as time, money and quality – come into play. This is currently the case in the snacks category.

  2. When the motivation (to be sustainable) is lacking, an additional benefit must be provided e.g. convenience, cost-saving or quality.

  3. Salient triggers are also required to encourage consumers to switch to new packaging ideas e.g. in-store prompts or piggybacking off existing recycling behaviours.

  4. Client took two concepts through to later design stages, and developed activation ideas for product launch off the back of the findings.

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