The partnership between Haleon and recycling app developer Bower is a milestone in brand innovation and consumer engagement. Using Bower’s AI technology (developed in collaboration with Google) Haleon is encouraging people to recycle their empty packaging with an incentive to earn rewards.
As one of the first consumer healthcare companies to embrace this technology, Haleon is setting new standards for the industry. Consumers can download the Bower app, scan Haleon toothpaste products and be provided with recycling instructions. In return for scanning and recycling toothpaste products, shoppers can collect points which they can then convert to cash back, coupons or donate to charity.
The initiative transforms a routine activity into an engaging experience, using technology to build deeper connections with their consumers while promoting sustainability. Haleon’s commitment to this initiative demonstrates that environmental responsibility and business growth are not mutually exclusive but rather complementary goals that strengthen brand value and market position.
There has been lots of discussion and even some data on people’s ability or inability to recycle post use packaging effectively. Consumers generally expect governments, manufacturers and brands to take responsibility to ‘solve’ the planet’s problems. For some people sustainability is a fundamental driver of behaviour, but most will take some steps to contribute, but at the first sign of more important considerations – price or convenience for example – they revert to old behaviours or stick their fingers in their ears. Perhaps, this is harsh, but the point is we need to find better ways to engage with people to turn words and good intention into action.
Consumer recycling is not the answer to the macro-problem, but these marginal gains or small steps are important, as much in their nudge effect on awareness, attitudes and actions as in the tangible impact they have on recycling.
As usual it is brands that lead the charge. Brands need partners to do this and what Bower adds is a model that would be too complicated for one manufacturer to set up or run single-handedly i.e. a scalable solution that multiple brands can use and if it works that will add to consumer attractiveness and benefits.
This is a simple but potentially effective idea. It marries the rapid growth in a range of digital businesses offering vouchers and promotional offers with the brand owners’ need to be proactive in the management of their green performance. The ability to convert points into charitable donations is a nice addition. Time will tell if it works, but trying it seems a win-win opportunity. Also, kudos to Haleon who have appeared before in #whatbrands do for environmental initiatives.
Find out more about Haleon and the Bower recycling app.