G R E E N O C E A NW H E N R A D I C A L I N N O VA T I O N M E E T S R E C Y C L I N G

Virginia Bianchi, Flavio Ciabattoni Copenhagen Business School

WHAT

• An application + • A new recycling system linked to your Social Security Number + • Gamification and digitalization + • The creation of a community

WHY

• Recycling is a low-emotional market where motivation is difficult to elicit. !• One of the main challenge of the future will be to attain a better utilization of resources.

WHO

• for the City Halls • for the Citizens • for the Companies

THE APP'S FEATURES

• Creating your own digital personal character/profile and sharing your recycling achievements on your preferred social networks

• Receiving recycling instructions, information and suggestions from the City Hall

• Engaging in a competition with your acquaintances and with the other neighborhoods

• Taking part in a recycling challenge

• Swap your items instead of throwing them away

• Joining the recycling community and participating at environmental events

• Being awarded by eco-friendly companies with their products

• Being alerted when restaurants are giving away food in excess

• Being alerted when the supermarkets are going to offer heavy discounts

on food that is about to expire

THE NEW SYSTEM

1) Sort your waste at home trying to keep the packaging

of the products intact

2) Return the waste to the supermarket, at the self-check out counters

3) Scan your Social Security Number

4) Scan the barcodes of all the packaging you sorted, you will be rewarded

relatively to the amount of waste you've recycled

5) Once you've done, you can choose to either receive a coupon

to use on the supermarket or receive points on your

Social Security Number that will be converted in tax deductions

THE APP + THE NEW SYSTEM

On the app you will be able to check your score, challenge your neighbors,

playing with / recycling / educating your children, get information on the

greenest companies, receiving City Hall's guidelines. The more you recycle

the more your receive welfare bonuses (i.e. tax deductions).

• Through this system Companies can engage in real opportunities for

creating shared value and showcasing their sustainability efforts.

• The City Halls will have a strategic tool for enhancing recycling and

reaching higher environmental targets.

OUR AIM

Triggering a radical paradigm shift, revolutionising in this way the

entire recycling system, making it:

accountable (through the use of the Social Security Number),

meritocratic (through the use of different incentives),

sustainable (through a shared vision),

co-creative (through the use of social networks and events) and

engaging (through the development of a community-dimension).

OPPORTUNITIES FOR BIG DATA COLLECTION

If a customer throws the packaging of a product it means that it is more

likely to buy that product in the next few days.

At the current state of things companies can only know when products are

bought. If they knew when products are actually disposed they could better

adjust their demand schedules or their promotions.

With this new kind of system, company can access the recycling databases

and know all the products that are sorted/thrown away.

Moreover, customers, when returning a packaging of a determined product,

would receive a discount on the next purchase of the same product.

“For the citizens who don’t have incentives and motivation for recycling. For Firms who struggle to communicate their Corporate Social Responsibility

efforts. For the City Hall which struggles to involve its citizens. Our product is an app solving all these issues,

making recycling easy and fun like a game for child, giving firms the possibility to show their commitment

and helping the City Hall reaching its goals. “

Project presented at

W R I T E U S O N V I R G I N I A . B I A N C H I 0 1 3 @ G M A I L . C O M F L AV I O . C I A B AT T O N I @ G M A I L . C O M

Virginia Bianchi, Flavio Ciabattoni

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