triple threat in today’s competitive marketplace: trust, transparency and co-creation
TRANSCRIPT
TRUST, TRANSPARENCY AND CO-CREATION:
THE TRIPLE THREAT IN TODAY’S COMPETITIVE MARKET
Larissa Zeichhardt BEng, MIBBall Packaging Europe
3 | Ball Packaging Europe | www.ball-europe.com
INTRODUCING..
Ball Packaging Europe
• Ball Packaging Europe is a Subsidiary of Ball Corporation
• World’s largest Beverage Can Manufacturer
• HQ EMEA in Zurich, Switzerland
• 13 Plants in Germany, France, the UK, the Netherlands,
Poland and Serbia
• R&D Centre in Bonn, Germany
• More Information: www.ball-europe.com
Larissa Zeichhardt
• BEng in Media Communications Technology (CITY University UK / Clarkson
University NY)
• MIB Master of international Business (QUT, Australia)
• Professional experience in marketing, TV production/ journalism
IT, Social Media and packaging
• Hobbies include autonomous flying objects (founder of motodrone.org)
and street art (organizer of Turmkunst.de)
• Business Manager Soft Drinks at Ball Packaging Europe
8 | Ball Packaging Europe | www.ball-europe.com
1. TRUST
How third party assessments build overall credibility Leveraging the competitive advantage of best practices in the realm of
sustainability
2. SUSTAINABILITY
..starts with transparency! Ball’s Carbon Cutting Coach “Carla” leads our journey from ‘having nothing to
hide’ to pro-actively showing and proving it.
3. CO-CREATION
Innovating like a Start-Up How engaging your target audience through co-creation can accelerate
innovation; key learnings from first crowdsourcing project
AGENDA
9 | Ball Packaging Europe | www.ball-europe.com
“Trust,
not green marketing, is key to
driving sustainable consumption”<<The Guardian>>
10 | Ball Packaging Europe | www.ball-europe.com
• In several countries recycling rates for rigid metal
packaging are above 90%
• Metal cans are the most valuable containers in the
recycling stream, often subsidizing the recycling of other
packages with little or no value
• Recycling is as old as metals are and an efficient
recycling infrastructure for metals is already installed
• Nearly 75% of all aluminum and more than 80% of all
steel ever produced is still in use today
• The main challenges are to establish an efficient
collection infrastructure and consumer education – that is
why Ball actively supports various recycling initiatives:
PERMANENT MATERIAL
11 | Ball Packaging Europe | www.ball-europe.com
The situation is made more complex by the
digital explosion of user-generated content
and many-to-many communications.
16 | Ball | www.ball-europe.com
Focus on
sustainability
through business and suppliers
& be totally open about the
progress, successes and
failures.
18 | Ball Packaging Europe | www.ball-europe.com
1. A clear goal
2. Milestones
3. The right technology
PREREQUISITES
19 | Ball Packaging Europe | www.ball-europe.com
OUR GOAL
By 2020, we strive to cut the carbon footprint of our beverage cans by 25%.
Ball is committed to reducing the carbon footprint of our
most common beverage can formats per region by 10%
from 2010 to 2020 through efforts that are in our control,
such as lightweighting our cans (Innovation) and our plants’
energy efficiency (Operations).
Combined with efforts of industry partners, like our suppliers
and customers, to increase beverage can recycling rates
(Recycling) as well as to reduce the energy intensity of aluminum
production (Supply Chain), we expect the carbon footprint of our
beverage cans to be reduced by 25% by 2020.
20 | Ball Packaging Europe | www.ball-europe.com
Software Use
Used for global Big 6 data collection (energy, water, etc) / resource
management.
To enable production plants to determine environmental impacts of our
packaging & to promote data sharing
TECHNOLOGY
22 | Ball Packaging Europe | www.ball-europe.com
Moving from
‘having nothing to hide’,
to pro-actively showing and
proving we have nothing to hide.
23 | Ball Packaging Europe | www.ball-europe.com
“Consumers don't expect brands
to be flawless. Any brand
that can show business in a new
light will be (deservedly)
welcomed with open arms.”
<<trendwatching.com>>
27 | Ball Packaging Europe | www.ball-europe.com
EXTERNAL ASSESSMENT
Ball is also a member of the following sustainability indices
Other sustainability assessments and rankings
Note: The logos may be registered
trademarks of their respective owners
93 B
Ball was named the Industry Leader in 2013 and
2014, and is the only packaging company listed on
DJSI World and DJSI North America, the world's
foremost sustainability index family
3rd in
US ranking
BPE top 2% of all evaluated companies
28 | Ball | www.ball-europe.com
“COLLABORATE to compete: Companies that don’t
embrace this emerging trend could be
left behind as their competitors engage
with consumers and use trust to their
competitive advantage.”
<<IGD Research>>
29 | Ball Packaging Europe | www.ball-europe.com
OUR PARTNERS
Ball is a member of various organizations to ensure that we exchange ideas with
stakeholders, improve our products, minimize their impacts and promote them as
the sustainable and smart solution.
33 | Ball Packaging Europe | www.ball-europe.com
FUTURE?
Triangular shaped can, 57 likes, 1 comment
Desired size: 200ml
Consumers tried to create it from a 250ml
Rockstar can
34 | Ball Packaging Europe | www.ball-europe.com
FUTURE?
Coconut shaped can with cooling component, 49
likes, 6 comments
One comment suggested to create a surface that
feels like coconut fibers
35 | Ball Packaging Europe | www.ball-europe.com
INSIGHTS
What went well
The TUM students were very motivated, worked independently and gave
regular updates
Crowd sourcing via unseraller.de was really cost efficient
The crowd was very dedicated and supported their ideas with drawings, videos
on Youtube etc.
They also challenged and discussed their ideas and improved them together
What didn‘t go so well
In the beginning, participation was relatively slow
Some participants tried to make as many comments as possible in order to get
incentives
Number of ideas was going down each phase due to increasing technical
scope
37 | Ball Packaging Europe | www.ball-europe.com
NEXT STEPS
ROUND TABLE, 24th of March, LONDON
Ball Packaging Europe invites stakeholders of the industry to join the
sustainability dialogue.
Content:
Kick-Off for joint goals and future dialogue.
- Cut/4Carbon
- Permanent Materials
- Circular Economy
Please talk to me if you would like to receive an invitation!
38 | Ball Packaging Europe | www.ball-europe.com
WALK YOUR TALK
BE TRANSPARENT
ENLIST THE SUPPORT OF THIRD PARTIES
WORK WITH YOUR CONSUMERS!
SUMMARY
Larissa Zeichhardt
Ball Packaging Europe
Presentation:
http://www.slideshare.net/LarissaLaternser/tripl
e-threat-in-todays-competitive-marketplace-
trust-transparency-and-cocreatione
Inspirational stuff:
www.canspiration.com
Twitter: dosentalk
Youtube/ballpackagingeurope