George Clooney and coffee sure do go well together, but do George Clooney and Coffee make you think of sustainability at all? Well, Nespresso is onto its next big mission to go big on its sustainability credentials through their new campaign “The Choices We Make“, narrated by its long-standing spokesperson George Clooney.
Brands that demonstrate a commitment to sustainable efforts are perceived by consumers as more inspiring and socially and environmentally responsible, which leads to a shift in consumers’ purchasing habits and behaviours. Therefore, it has become increasingly important for companies to reposition themselves in order to capture the hearts and minds of the consumers. Nespresso, who is notorious for their disposable coffee capsules, has recently launched a “sustainable campaign” focusing on the farmers and communities as the backbone of the brand.
Although this campaign seems to portray a brand that believes in creating shared values through sustainable and social initiatives, yet let’s take a step back and really THINK about the “weight” of this message.
On Nespresso’s website, it states that “each cup of Nespresso has the potential to not only deliver a moment of pleasure but also restore, replenish and revive environmental and human resources. In effect, a cup of coffee that can create a greater value for society and the environment.” Indeed, from its 2003 Nespresso AAA Sustainable Program to its most recent the Positive Cup vision, Nespresso has been aggressive in integrating “social sustainability” into their business model. However, there seems to be a missing piece here: the environment.
While the company emphasizes that its aluminium is 100% sustainably managed, I couldn’t help but to wonder: what does that even mean?
According to ABC News, it takes 150 to 500 years for aluminium and plastic capsules to breakdown in landfill. Nespresso insists its capsules are ‘infinitely recyclable’. This is true, but only when the capsules are actually recycled. Even with Nespresso making an effort to increase its recycling points, frankly, in a world where people are too busy to use a traditional cafetiere, it raises the question of how many will actually make the effort to drive their empty aluminium capsules to a designated recycling point? I mean, I myself still have bags of clothes that I need to drop off at a Big Brothers Donations Centre that is just two minutes away from my house… since two years ago.
The end result? Either the capsules will still be piling up on landfills or George Clooney’s charm will work its magic to make recycling a rather attractive activity to do.
kimdomil
October 1, 2017 — 9:30 pm
Hi Angela!
Thanks for writing a post that extends the topic brought up in class. I am on the same page as you, and am skeptical towards the Nespresso’s “initiative” to create greater value for the environment. Nespresso, a leader in the coffee industry, has incredible power in its brand, however I can’t help but view this campaign as a form of greenwashing. Their single use aluminum packaging puts the onus on the consumer since it can be “infinitely recyclable.” I am not saying that there is no value in it’s recyclability because it is far better than a non recyclable material, but I think that the characteristic alone isn’t enough for them to claim a greater value in the environment. Like you, I agree that convenience is an issue here. However, I am optimistic in sustainable innovation to create containers that will in fact create value for the environment and go past recyclability.
Kim