SINGLE-USE PACKAGING CAUSE A HEADACHE IN APAC.

The amount of single-use packaging used globally was reported to have tripled since the pandemic started. This massive waste problem hits APAC markets especially hard. As other countries export waste to Malaysia, Indonesia, and Vietnam – they have become the world’s bins where unrecyclable waste ends up on shores and in local communities.

The UN Environment Programme reported that the single-use nature of products is most problematic for the planet, more so than the material they’re made of. The solution needs to consider a life-cycle approach.

Each year, an estimated 600 billion single-use cups are distributed globally and although Starbucks cups only account for 1% of that total, the company is not leaving the problem-solving to others. Starbucks aspired to shift away from single-use cups, promoting reusability and championing the use of recycled content, driven by a broader shift towards a circular economy.

For Starbucks' 50th anniversary, we developed the platform ‘Together for Better’, an invitation for everyone to join our pursuit of mutual thriving through the convening power of a cup.

At the core, was a purposefully-developed reusable cup, designed with circularity and end-of-life consideration. With many customers across APAC enjoying their favorite beverage on-the-go, we wanted to encourage positive changes, making reusables a regular part of the Starbucks Experience.

On 28th September 2021, in conjunction with International Coffee Day, we launched Reusable Cup Day, where every order across APAC was served in this free, limited-edition reusable cup. This wasn’t a promotion, but a gift to our customers and an invitation to join us in this resource-positive journey, making it accessible and easy to quit single-use cups together. Beyond this day, customers were incentivized to bring back their cups to enjoy benefits like increased discounts and bonus stars in our rewards program.

Our findings showed that people have a newfound appreciation for what’s happening in the neighborhoods around them and are willing to sacrifice convenience for the betterment of their communities, accelerated by the fall of globalization and the increased awareness of our planet desperately needing to heal, both largely due to the effects of the pandemic.

With this rising sense of collectivism across communities around the world, we envisioned our 50th anniversary as a call-to-action, for everyone. To achieve true behavioral change, we employed a customer behavior migration strategy. Our approach set out to inspire action, making reusables accessible, as well as incentivizing change through positive reinforcement.

Our goal was to create a cultural movement with impact that lasts by encouraging a culture of reuse amongst our customers (in APAC, aged 18-40), partners (employees) and communities, bringing them together around a shared desire to do more for the planet.

As the world’s largest coffee brand, Starbucks pledged to be a resource positive company, reducing its carbon, water and waste by 50% by 2030. ‘Together for Better’, combined an enduring brand pursuit, with a bold ambition to rally our customers and partners to shift towards long-term sustainable behaviors. Designed with a visual language inspired by our communities, it was incorporated into all our campaign's initiatives throughout the year.

Across the region, Starbucks partners participated in training activities, empowering them to promote sustainability in stores. Our communities shared their enthusiasm through UGC, celebrity, KOL, and partner (barista) support in over 3,700 stores across APAC. We also shared our message through brand videos and various social content on our continued commitment to sustainability.

While ‘Together for Better’ was created for the APAC region, our platform was even adopted by LAC and EMEA markets, starting a global movement to do better together.

SAVED MILLIONS OF SINGLE-USE CUPS WITH SUSTAINED IMPACT.

In just one day, we:

saved over 2.39 million single-use cups from landfills across APAC,

generated 218 million impressions across global media.

With one cup replacing up to 30 single-use cups, they will go on to save over 70 million more single-use cups throughout the product’s life-cycle.

MASSIVE LIFT IN RECOGNITION AS A PLANET-POSITIVE BRAND, AND RESULTING SALES:

90% lift in reputation as a brand committed to environmental protection,

80% increase in average daily transactions.

CHANGED CUSTOMER ATTITUDES TOWARDS REUSABLES FOR THE LONG RUN:

97% customers stated they are likely to use reusable cups in the future,

85% customers stated they will use more reusables in other occasions.

PROVEN BY ACTUAL UPTAKE IN REUSABLES AS PART OF LONG-TERM BEHAVIOUR CHANGE:

94% increase in reusable cups brought in by customers,

Over +10% increase in orders made with reusable cups.