Cambridge Consultants innovation set to solve sustainability challenges for consumer brands

Product design and development firm Cambridge Consultants has developed a smarter recycling concept which tackles the challenge of improving the efficacy of recycling and incentivising consumers to recycle, whilst addressing the end-of-life problem faced by consumer brands.

Recycling of packaging for consumer goods globally is a real challenge, for example, in the UK it currently runs at just 40-45%[1]. Seven million coffee cups are used every day in the UK and the vast majority are not recycled – lined up they would stretch from London to Edinburgh. Consumers are keen to be green but are confused by what and how to recycle.

The smarter recycling system designed by Cambridge Consultants now provides the technology to enable businesses to improve their brand image, engage with their customers and make their businesses more sustainable.

The technology within the system is designed to identify the type of waste the consumer wants to dispose of using image recognition. The system combines machine vision with machine learning and can be trained to recognise new items over time. It can also detect the difference between a recyclable cup and a compostable cup, potentially challenging to the untrained eye. It then indicates which section of the waste disposal unit the item should be placed in.

Through a connected phone app the customer can be identified and rewarded once the item is correctly deposited. This reward could be points to spend, or even a donation to charity.

 

For consumer brands or food outlets sponsoring a smarter recycling point, or having one in store, encourages customer loyalty and repeat purchases through a reward scheme. It acts as a marketing tool, to show that the brand is proactively leading the way to a sustainable future, and it provides additional consumer insights such as when and where products are consumed. This end-of-life touch point not only extends a brand’s customer engagement, but helps to reduce the loss of potentially recyclable materials to landfill.

Implementing a smarter recycling system helps make a difference to consumers’ behaviour, and influence their decisions about recycling. In the long term, providing clear guidance on which materials to recycle will reduce levels of contaminated waste and will educate the consumer in types of recyclable materials and good recycling practice.

“Consumer brands are coming under increasing pressure from the government, lobby groups and consumers like you and me, to take responsibility for the end-of-life of their products."  said Sajith Wimalaratne, food and beverage commercial manager at Cambridge Consultants. "They are looking to make eco-friendly choices, looking for ways to operate sustainably and profitably whilst improving customer engagement. To date, the focus has mainly been on developing new products and materials that are more recyclable or compostable, but there still remain challenges collecting and sorting recyclates. The smarter recycling system gives a brand a real reason to be in contact with the consumer while showing a commitment to make a positive impact.”

[1]Source:http://www.wrap.org.uk/sites/files/wrap/Packaging%20and%20Recyclability%20Nov%2009%20PRAG.pdf

Notes to editors

ケンブリッジコンサルタンツは、画期的な製品開発、知的所有権の創出や供与、技術的な難題に対するビジネスコンサルティングを、世界中のお客様に向けて行っています。市場初となる製品の立ち上げや新規市場参入、新技術導入による既存市場の拡大など、お客様がビジネスチャンスを成功へと変えるお手伝いを60年以上にわたり継続してきました。英国ケンブリッジ、米国ボストン、東京、シンガポールに、エンジニアや科学者、数学者やデザイナーを含む900名以上のスタッフを擁し、医療機器、ライフサイエンス、産業機械、エネルギー、消費財、流通、通信、インフラストラクチャなど、多様な分野におけるソリューションを提供しています。詳細はwww.cambridgeconsultants.comをご参照ください。

ケンブリッジコンサルタンツは、デジタルイノベーション、コンサルティング、トランスフォーメーションを統合したグローバル・ビジネス・ライン、「キャップジェミニ・インベント」の一員です。キャップジェミニ・インベントは、経営責任者たちの構想、次の一手の策定支援を行います。世界中の30のオフィスと25のクリエイティブ・スタジオにある7,000以上の強力なチームで構成され、戦略、技術、データサイエンス、クリエイティブ設計領域において、市場をリードする専門家集団を組織します。

キャップジェミニ・インベントは、テクノロジーの力を活用して企業ビジネスの変革・管理を支援するパートナーシップにおけるグローバルリーダーである、キャップジェミニの一部門です。キャップジェミニ・グループは、テクノロジーを通して人々が持つエネルギーを解き放つことで、包摂的で持続可能な未来を目指し、日々まい進しています。世界約50ケ国の27万人に及ぶチームメンバーから成る、極めて多様的で責任感の強い組織です。キャップジェミニは、50年にわたって積み上げてきた経験と実績そして豊かな専門知識を活かし、クラウド、データ、AI、コネクティビティ、ソフトウェア、デジタルエンジニアリング、プラットフォームなど、急速に進化するイノベーティブなテクノロジーを原動力として、戦略から設計、オペレーションに至るまで、お客様の幅広いビジネスニーズすべてに対応して、お客様から厚い信頼をいただいています。グループ全体の2020年度の売上は、160億ユーロです。

Get the Future You Want – 望む未来を手に入れよう | www.capgemini.com

Cambridge Consultants develops breakthrough products, creates and licenses intellectual property, and provides business consultancy in technology-critical issues for clients worldwide. For more than 50 years, the company has been helping its clients turn business opportunities into commercial successes, whether they are launching first-to-market products, entering new markets or expanding existing markets through the introduction of new technologies. With a team of 750 staff, including engineers, scientists, mathematicians and designers, in offices in Cambridge (UK), Boston (USA) and Singapore, Cambridge Consultants offers solutions across a diverse range of industries including medical technology, industrial and consumer products, digital health, oil and gas, and wireless communications.

Cambridge Consultants is part of Altran, a global leader in engineering and R&D services which offers its clients a new way to innovate. Altran works alongside its clients on every link in the value chain of their project, from conception to industrialisation. In 2016, the Altran group generated revenues of €2.120bn. With a headcount of more than 30,000 employees, Altran is present in more than 20 countries. For more information, visit www.Altran.com.

  • smart recycling
  • recycling
  • waste
  • waste management
  • sustainability

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