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

캠브리지 컨설턴트(Cambridge Consultants)는 혁신적인 제품을 개발하고, 지적 재산권을 창출 및 라이선스하며, 전 세계 고객을 대상으로 기술 중심 문제를 해결하는 비즈니스 컨설팅 서비스를 제공합니다. 캠브리지 컨설턴트는 60년 이상 기업고객이 신기술을 도입하여 업계 최초로 제품을 출시하거나, 새로운 시장에 진출하거나, 기존 시장을 확장하거나, 사업기회를 상업적 성공으로 전환하도록 지원해 왔다. 엔지니어, 과학자, 수학자 및 디자이너를 포함한 900명 이상의 인원이 캠브리지(영국), 보스턴(미국), 도쿄(동경), 싱가포르(싱가포르)의 연구소에서 의료 기술, 산업 및 소비자 제품, 디지털 보건, 에너지 및 무선 통신 등 다양한 업종에 걸친 솔루션을 제공합니다.더 많은 정보를 원하시면, www.cambridgeconsultants.com를 방문하세요.

케임브리지 컨설턴트(Cambridge Consultants)는 캡제미니 그룹의 혁신 컨설팅 브랜드인 캡제미니 인벤트 (Capgemini Invent)의 소속입니다. 캡제미니 인벤트는 CxO가 조직의 미래를 계획하고 구축할 수 있도록 지원합니다. 30개 이상의 오피스와 25개 이상의 창의적인 연구소를 보유하고 있습니다.  캡제미니 인벤트의 7,000 여개의 팀들은 창의적인 설계, 깊은 산업 전문 지식과 통찰력을 바탕으로 미래의 새로운 디지털 솔루션 및 비즈니스 모델을 개발합니다. 

캡제미니 인벤트는 그룹의 핵심적인 부문으로, 기술력을 바탕으로 고객사의 비즈니스를 혁신하고 관리하는 데 있어 기업과 협력하는 글로벌 리더입니다.  캡제미니 그룹은한 포용적이고 지속 가능한 미래를 위하기술을 통해 인간의 에너지를 촉발하려는 목적에 따라 매일 발전됩니다. 거의 50 개국에서 270,000 명의 팀원으로 구성된 책임감 있고 다양한 조직입니다. 우수한 50 년 전통과 깊은 산업 전문성을 갖춘 캡제미니는 빠르게 진화하고 혁신적인 클라우드, 데이터, AI, 커넥티비티 소프트웨어, 디지털 엔지니어링 및 플랫폼에 힘입어 전략 및 설계에서 운영에 이르기까지 비즈니스의 전체 폭을 해결할 수 있도록 고객사로부터 신뢰를 받고 있습니다. 캡제미니 그룹은 2020 년 글로벌 매출이 160 억 유로라고 보고했습니다.
원하는 미래 얻기 | 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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