Environmental Impacts of Disposable Coffee Cups

Environmental Impacts of Disposable Coffee Cups AY S U N S E N YA Z DES 505 | SUMMER 2021

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Abstract -

The objective of this study is to evaluate the environmental impacts, and reduction options of disposable single-use coffee cups. It is estimated that in the United States alone, disposable coffee cups are used over 50 billion each year. (1 ) These cups are coated %5 percent polyurethane plastic to make them both heat and leakproof. This feature makes composting and recycling disposable cups almost impossible. The goal of this study is to develop effective ways to inform consumers of the negative environmental impacts of disposable coffee cups. The target population of the waste reduction strategy is frequent coffee buyers, those who buy their coffee in disposable cups as part of their routine. The goal of the design solution is to develop an effective promotional campaign to educate consumers on proper ways to contribute to reducing the usage of single-use coffee cups.

(1 )“The Problem with Disposable Cups - Plastic EDU.” Plastic EDU. 26 Dec. 2019. Web. 4 Aug. 2021.

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Image Credit: https://myzerowasteblog.com/

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ContentsCHAPTER 1

CHAPTER 2

CHAPTER 3

CHAPTER 4

PAGE 5-19

PAGE 20-31

PAGE 32-57

PAGE 58-67

Introduction

Reserach Methods

Hypotheses

Feedback

Problem / Purpose Statement

Survey Findings

Strength - weaknesses

Importance of Study

Panel of Experts

Design Solution & Objectives

Preliminary Research Summary

Personas

Target Audience

Scope of Limitations

Scneraios

Environmental Context & Stakeholders

Definition of Terms

6 Sub-Problems

Comparative Analysis

Hypothesis

3 Most Challenging Problems

Mappring Matrix

Proposed Solution

Storyboard

Chapter Summary

Comparative Analysis

Comparative Analysis Findings

Timeline

Mapping Matrix Chapter Summary PERT Chart

Comparative Analysis Continued Feature Checklist Market Research Findings Persona Storyboard Design Drivers Inspirations ideation / Prototyping / Mockup Design Guide Chapter Summary

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Final solution Evaluation & MeasuresConclusion Next steps

CHAPTER 1

INTRODUCTION First chapter will introduce the topic, problem, and purpose statements. Preliminary research findings will support the purpose and hypotheses and the proposed solution will lead to the chapter conclusion.

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IntroductionSingle-use coffee cups have become indispensable to coffee shop chains.

Brands advertise their logo on the cups.

When a consumer takes out their coffee in a disposable cup, they make a free advertisement for the coffee brand. In addition to this, the coffee shop does not even have to deal with the trash of used cups.

It’s estimated that in the US alone, we use over fifty (50) billion single-use coffee cups each year. ( 2 ) There are severe negative environmental impacts of both production and disposal of single-use coffee cups that cause global warming, and pollution.

Image Credit: https://yorkmix.com/

( 2 )“The Problem with Disposable Cups - Plastic EDU.” Plastic EDU. 26 Dec. 2019. Web. 4 Aug. 2021.

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Problem Statement Disposable coffee cups are not eligible for recycling due to their plastic lining inside them, which makes them leak and heatproof.

Also, they do not compose in landfills. Both production and disposal of single-use coffee cups use natural sources and emissions that contribute to global warming.

Image 1

Purpose Statement The purpose of this study is to raise awareness of the negative environmental impacts of single-use coffee cups and encourage consumers to take action on the issue.

Image 2 Image Credit: Image 1: https://uxdesign.cc/ Image 2: https://environmentalpaper.org/

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Importance of StudyThe single-use cup takeaway coffee behavior is one of the major contributors to the damage to the environment. If one person uses a singleuse coffee cup every day, he/she creates about twenty-three pounds of waste per year. It is estimated that 50 MILLION disposable coffee cups are used in the city area per year. This equates to 3 MILLION pounds of solid waste being generated and 6,000 metric tons of CO2 being generated.

This is equivalent to almost 600,000 gallons of gas consumed, or 6 million pounds of coal burned for one year. (3) The importance of the study is to understand the negative environmental impacts of single-use coffee cups and the importance of consumer behaviors on the issue.

(3)

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Image Credit: Anna Shvets

Themegrill. “Single Use Coffee Cup Reduction.” Recyclingadvocates.org. 8 Apr. 2021. Web. 4 Aug. 2021. <http://www.recyclingadvocates.org/single-use-coffee-cup-reduction/>

Preliminary Research Summary“It is clear that broad adoption of proposed solutions will require an integrated commitment and approach to circular economics. Specifically, this includes changes in consumer behavior; brand owner initiatives to meet sustainability goals; governmental policies that limit or forbid the use of fossilbased cups; and easily accessible infrastructures at the consumer level for the collection, separation, and processing of biodegradable cups”.

-Nick Triantafillopoulos, Alexander A. Koukoulas, 2020 BioResources

“The single-use plastic is ubiquitous in landfills where it takes thousands of years to decompose, contaminates soil and water and poses hazards to wildlife”.

Image Credit: https://www.epa.gov/

“According to a study by Starbucks, each paper cup manufactured is responsible for 0.24 pounds of CO2 emissions”.

-Recycling Advocates, 2020

“58 billion paper cups are thrown away each year in the United States, with about 400 million cups being thrown away every day. In New York City alone, seven million cups are tossed into trash bins daily”.

-Environmental Protection Agency

-Foodprint, 2019

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Scope of Limitations•

Conflicts arising from ongoing Covid-19 pandemic

•

Time constraints

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Limited diversity in surveys

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Communication with a panel of experts is difficult due to pandemic and time limitations

Image Credit: Markus Spiske

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Definition of Terms Disposable: Intended to be used once, or until no longer useful, and then thrown away.

Polyurethane: Is a plastic material, which exists in various forms. It can be tailored to be either rigid or flexible and is the material of choice for a broad range of end-user applications such as insulation of refrigerators and freezers.

Global Warming: is the gradual rise in the Earth’s temperature caused by high levels of carbon dioxide and other gases in the atmosphere.

Carbon Footprint: The total greenhouse gas (GHG) emissions caused by an individual, event, organization, service, or product, expressed as carbon dioxide equivalent.

Post-Consumer Recycled Plastic: Materials that have served their purpose (have been used by the consumer) and subsequently been recycled to produce a new product.

Compostable: Involves breaking down products into organic and inorganic compounds.

CO2 Carbon Dioxide: Is a colorless, odorless gas produced by burning carbon and organic compounds and by respiration. Extra carbon dioxide in the atmosphere is causing the planet to become warmer than it would be naturally. This increase in the Earth’s temperature is called global warming.

Social Norm: Norms are ways of behaving that are considered normal in a particular society.

Recyclable: Takes existing materials, processes them, and then creates a new product.

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HypothesesAccording to preliminary research findings, three possible hypotheses are listed.

1) By educating consumers about the plastic pollution footprint, they will be conscious when purchasing their coffee and get into the habit of taking a reusable mug or tumbler with them 2) Coffee shops need to offer a small discount to those who bring their mug; prize draws, etc. If coffee shops make daily mug rental available at the store, this can help people who forget to bring their mugs.

3) Governments need to make regulations on the issue to force the shop owners to use environmentally friendly cups.

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Image Credit: Magele-Picture

Proposed SolutionCreate an awareness campaign that effectively educates people about their impacts on the issue, and encourages them to take action.

Image Credit: Willi Heidelbach

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Summary 14

Chapter 1 identifies the problem, introduces preliminary research, and the overall importance of the study. Initial research confirms measurements of the problem that massively contributes to an excessive amount of waste to our limited landfills and waste stream, causing global warming.

However, more research needs to be done to determine which methods would be best to bring awareness to this important issue. Chapter 2 will discuss the research methods that were implemented and explain how collected data was used for the study.

Timeline-

WEEK 1&2

WEEK 3

WEEK 4-5

WEEK 6-7

WEEK 8

DESIGN RESEARCH

LITERATURE RESEARCH

FIELD RESEARCH

PROTOTYPING/ DRAFTS

FINAL

Purpuse of study Problem Statement Hypothesis

Articles Books Journals Web Research

Analysis of resources Surveys Personas Comparative Analysis Mapping Matrix` PERT Chart

Ideation Mock-ups Testing & Developement Feedback

Report Final Product Presentation

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“Research is to see what ever ybody else has seen and to think what nobody else has tought ” -Albert Szent-Gyorgyi

Image Credit: by Foundry on Pixabay

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CHAPTER 2

RESEARCH Chapter two will investigate the problem within research methodology, and explain the findings according to the results.

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Research MethodsThe following research techniques will be used in order to collect data for the study.

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Literature & Websites Review

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Interviews with Experts

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Users, Stakeholders; Beneficiaries

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Survey

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Personas

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Days and Life Scenarios

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Journey Maps

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Comparative Analysis

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Mapping Matrix

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Expert Feedback

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Image Credit: by Fauxels on Pexels

74 %

Survey FindingsThe purpose of the survey research was to examine and collect data on consumer habits and behaviors purchasing a cup of coffee. The survey was conducted through Qualtrix and each respondent was anonymous. There were 29 total responders. 59% of them are between the ages of 25-39, 37% of them are between the ages of 40-60. 70% live in the Bay Area.

people take their coffee on a disposable cup

15 %

people know disposable coffee cups are not recyclable

48 %

people throw the cups at recycle bin

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Panel of Experts-

JOSEPH LUTTWAK

SEMA UYAR

SHILPI CHHOTRAY

CEO @ Lingrove

Growth Marketing Lead @ UBER

Global Communications Lead @ Break Free From Plastic

Customer-centric Marketing Leader

Plastic pollution activist, storyteller and communicator

Entrepreneur, product designer and developer of Ekoa natural composite materials

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Image Credit: by Alex Green

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6 Sub ProblemsIn order to understand the problem, six (6) possible user persona is created. Followingly, for the six persona, a full day daily routine scenarios generated. (Table 1) User scenarios are stories that show how users might act to achieve a goal in the environment. Personas will help to understand users’ motivations, needs, barriers and more in the context of how they would use a design, and to help ideate, iterate and usability-test optimal solutions. table 2

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After daily scenarios, six sub-problem for the six persona are extracted from their daily routine. (Table 2) At the end of the methos, three most challenging problems that the personas might be having identified. (Table 3)

3 Most Challenging Sub Problemstable 3

TRYI N G TO MAK E A P O S I T I V E I M PAC T O N C L I M AT E CHANGE

L ACK OF KN OWLE D G E A B O U T R E CYC L I N G

PEOPLE D O E S N ’ T WA N T TO THINK AHEAD AND CAR RY TH I N G S WITH THEM

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StoryboardThis storyboard illustrates a possible life scenario that the user persona Alex might experience in a day.

Alex takes his lunch break, walks to the restaurant around the corner

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He sees some advertisement about coffee cups on his way to lunch

He arrives and orders his food. He checks his Instagram and sees the same advertisement

After his lunch, he goes to grab a cup of coffee but he remembers the advertisement and thinks twice about the cups. He feels bad.

The next day he takes his coffee mug with him when he leaves home.

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Comparative AnalysisThe comparative analysis explores the current solutions to the disposable coffee cup problem within their pros and cons, which are already in the market.

The Clean Coffee Mug Project

Ecology Center

The Story of Stuff Project

Break Free From Plastic

Pros: The project has a product that is a sustainable reusable coffee cup.

Pros: The project offers free workshop classes to educate people. Also, the website includes several resources.

Cons: The website has very limited information on the issue also it doesn’t say how to reach out for their product.

It is not clear what the purpose of their campaign is.

Cons: The website is outdated, social media accounts don’t have many followers and contributors.

They need to stay active and engage.

Pros: The project mainly focuses on short documentary movies to educate people on the issue. Movies catch the attention.

Pros: The project looks from a bigger perspective, encourages consumers to reduce waste, and also works on changing policies.

Cons: Call to action seems confusing. An individual needs to spend some time to find out what to do.

Cons: The issue with the project is it’s too broad. It would be helpful if they have focused on consumer behaviors separately.

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Mapping MatrixThe mapping matrix illustrates the organizations’ activities by grouping them to help to identify the market opportunity.

DIGITAL

INEFFECTIVE

OPPORTUNITY

EFFECTIVE

PRINTED 27

Summary 28

Chapter 2 presented research methods that are used to evaluate the environmental impacts of disposable coffee cups, also, consumer habits and behaviors. With the data collected from various sources and research methods, it was concluded that the lack of information by consumers plays a massive part. Therefore there is a strong need for awareness and education on the issue.

PERT Chart-

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" When you first start off

trying to solve a problem, the first solutions you come up with are very complex, and most people stop there. But if you keep going, and live with the problem and peel more layers of the onion off, you can often times arrive at some very elegant and simple solutions. " Steve Jobs

Image Credit: free stock image

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CHAPTER 3

SOLUTION Chapter three will discover the hypothesis that leads to the design solution with its objectives for the defined problem. The target audience for the solution will be defined and explained in the frame of environmental context and stakeholders. The market research tools comparative analysis and mapping matrix will be explored to describe and support the design solution.

Design drivers and inspirations that lead to the solution will take a place followed by the initial design concept and storyboard.

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Hypotheses According to a field experiment study conducted by the School of Architecture & School of Psychology at Cardiff University, displaying a poster that provides information about how many single-use coffee cups end up in landfills and asking customers to bring their mug increased the use of reusable coffee cups by 2.3%. Charging for singleuse coffee cups increased usage of reusable cups by 3.4%.

Followingly, a combination trial of free giveaway reusable coffee cups with charging on single-use coffee cups resulted in an increase in the use of reusable cups from 5.1% to 17.4%. (4) In addition to the case study results, a survey has been conducted to measure consumer knowledge on the disposable coffee cup life cycle. Results show that 37% of participants do not know disposable cups are not recyclable and end up in the landfill. And 48% of participants said that they have heard something about it but they are not sure. This makes 85% of participants exactly not know disposable cups are adding up to waste mountains.

Based on the case study and research results, educating coffee consumers is one of the best solutions to encourage them to change their behavior.

(4)

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Orca.cardiff.ac.uk. 26 Mar. 2017. Web. 4 Aug. 2021

Image Credit: Magele-Picture

Design Solution & Objectives The proposed design solution to create awareness on the negative environmental effects of disposable coffee cups is designing educational and encouraging poster series to be placed on designated target locations such as coffee shops, next to trash cans, bus stops, and on bus advertisements. In addition to physical advertisement campaigns, a social media campaign will be designed to support and reach out to the targeted population.

Further solutions would be creating an application that allows customers to customize their coffee tumbler design. This option would make it fun and trendy, taking their tumbler with them.

Furthermore, creating an application that finds coffee shops that are offering environmental solutions to disposable coffee cups, and discounts and rewards for bringing their mug is another option for further solutions that encourage consumers to be a part of the solution.

Image Credit: free stock image

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Target AudienceA targeted population is a specific group of people that might be willing to contribute to change the social norm of single-use coffee cups.

The targeted user group is: •

Who lives in the Bay Area,

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Speaks English,

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Is driven by coffee,

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Buys their cup of coffee at coffee shops,

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Have an everyday routine of buying coffee,

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Are concerned about the environment,

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Ages between 18-39 who take their laptop to coffee shops to study/work.

Image Credit: by Tweak Town

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Environmental Context & Stakeholders-

Image Credit: https://www.allkit.com.br/

Image Credit: https://endgarbagemonopolysf.com/

The problem is unique to mostly urban areas of developed countries. Therefore, the awareness project will be addressing these locations specifically the Bay Area, California.

Users: Disposable coffee cup users are customers of coffee shops who take their coffee on a disposable coffee cup as their everyday routine.

Beneficiaries: are users of disposable coffee cups, business owners of coffee shops, and coffee cup manufacturers.

Stakeholders: are business investors, coffee shop employees, and suppliers, trade associations, customers, communities, city waste centers, governments.

Image Credit: free stock image

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Comparative Analysistable 1

CALPIRG

Plastic Pollution Coalition

CALPIRG is a citizen-funded organization that operates and supports social change. They encourage people to take action on their website by writing letters to their governor to ban single-use plastics. They work on several social issues such as zero waste, public health, democracy, economy, and affordable education.

Plastic Pollution Coalition is a non-profit organization located in California. The organization proposes a solution to individuals by suggesting to take a pledge and sign a petition.

Pros: One of the best options to solve disposable coffee cups usage is to ban them in the first place. CALPIRG encourages people to take action on this.

Cons: The organization is focused on several social issues.

Even in the zero-waste context, their focus is on general plastic pollution. The website has very limited information and the targeted population is not specific.

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Pros: The organization encourages people to demand a change by petitioning specific companies such as Amazon and Coca-Cola.

Cons: Their website is not informational about the facts of the issue. Therefore the target audience must be people who already know the facts and are ready to take action.

Plastic Pollution Coalition is focused on the general area of plastic pollution, not specifically disposable coffee cups.

Clean Water Action

Break Free From Plastic

Clean Water Action is a non-profit organization that is run by volunteers and working professionals. They are active nationwide. The California leg of the organization works on disposable product issues.

Break Free From Plastic is a global movement that is supported by individuals and other organizations all over the world.

Pros: The organization is one of the rare examples that work on specifically disposable products in the food industry. They are active on social media. Their website offers loads of information sources on the issue.

Cons: The action they suggest is to write a letter to legislators. Even though they specifically work for disposable products in the food industry, they are not focused on the cup problem.

Pros: The project looks from a bigger perspective, encourages consumers to reduce waste, and also works on changing policies.

Cons: The issue with the project is it’s too broad. It would be helpful if they have focused on consumer behaviors separately.

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Mapping Matrixtable 2

SPECIFIED ON DISPOSIBLE COFFEE CUPS

TARGE TED ON CHANGING CONSUMER BEH AV IOUR

TARGE TED ON FINDING OTHER SOLUTIONS

UN-SPECIFIED ON DISPOSIBLE COFFEE CUPS 38

Comparative Analysis FindingsMarket comparisons on awareness campaigns that are conducted or conducted especially in California, showed that there is a large number of campaigns on the plastic issue to educate people and encourage them to take action. (Table 1) However, the research results showed that there is no campaign specifically on single-use coffee cups. (Table 2) Therefore, the next step of the comparative analysis will investigate other solutions to the single-use coffee cup problem, if there are any.

Image Credit: https://www.irishtimes.com/

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Comparative Analysistable 1

STARBUCKS

BLUE BOTTLE COFFEE

Starbucks offers a $.10 discount to their customers who bring their coffee mugs when ordering their drinks. Although they paused personal cup use due to the ongoing pandemic, it will start by June 2022.

Blue Bottle Coffee started a pilot program that eliminated the usage of single-use coffee cups at their two San Francisco locations. They offer a deposited rental mug or option to bring customers their mugs. The goal is to eliminate single-use cups nationwide.

Pros: It is an encouragement offering a discount on personal reusable mugs. Running various pilot programs to solve the problem is also one step.

Cons: Starbucks does not have any information advertising in their stores or applications about their discount policy when ordering drinks. If customers do not know about the problem and offerings, they cannot participate.

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Pros: Giving no option other than reusable cups is one of the great possible approaches to the massive wasting problem.

This will force customers to change their habits and educate them.

Cons: The coffee shop will lose customers since people still have other storage options that offer single-use coffee cups.

PHILZ COFFEE

PEET’S COFFEE

Philz Coffee offers to bring your mug, get any size of drink by paying for the smallest size of drinks. Although they paused personal cup use due to the ongoing pandemic, there is no information on when they will start again.

Peet’s Coffee offers a $.10 discount to their customers who bring their coffee mugs when ordering their drinks.

Pros: This offer encourages customers to bring their mugs to get a bigger drink for the cheapest price.

Cons: They need to advertise this offer in their store, and encourage people to take action.

Pros: It is an encouragement offering a discount on personal reusable mugs.

Cons: Peet’s Coffee does not have any information advertising in their stores or applications about their discount policy when ordering drinks. If customers do not know about the problem and offerings, they cannot participate.

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Feature Checklisttable 2

DI S C OUN T/ RE WA RD

PROPOSED S O LU T I O N 42

REUSABLE CUP RENTAL

ADVERTISEMENTS OF INCENTIVES

DOES NOT USE DISPOSIBLE CUPS

Market Search FindingsOn the second comparative analysis, the market was investigated if there are any solutions that coffee shops have been offering. Results show that some of the massive coffee shop chains are offering discounts or rewards for those who bring their mug. Some of the coffee shops conduct pilot programs for rental coffee mug programs.

One of them even eliminates disposable cup usage on the pilot program. (Table 1) However, rental mug programs are just in the trial, none of them are certain. Discount/reward programs are not enough to encourage customers to bring their mugs. In addition to this, according to the research results, none of these coffee shops advertises their incentives. (Table 2) This creates a massive gap which leads to finding a solution for the issue.

Image Credit: https://www.irishtimes.com/

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PersonaA user persona is created according to the target audience profile.

ALEX - 26 YEARS OLD Lives in the Bay Area • Loves to drink coffee Alex is a part-time editor for a lifestyle magazine in San Francisco. Alex loves new places, he often visits bars and restaurants that just opened in the city. He takes his laptop and works at cafes when he is not working in the office.

He believes that climate-change is real and wishes that people would pay more attention to its negative effects on the environment.

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StoryboardThis storyboard illustrates a possible life scenario that the user persona Alex might experience in a day.

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Design DriversENCOURAGING

POSITIVE PSYCHOLOGY

HARD TO SKIP / AT TENTION GATHERER DESIGN

Awareness campaigns should be incentives to get attention and encourage people to take action. Encouragement would occur by educating consumers.

Positive psychology should be implemented by the awareness project. Educating consumers by positive emotions and offering them engagement to the issue will lead to accomplishments.

Negative photographs/ illustrations or dull color schemes would lead to passing through reflections. Fun and attention gatherer images with possible icons or slogans will be encouraging to engage people.

Image Credit: free stock image

Image Credit: free stock image

Image Credit: free stock image

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InspirationsThe design solution is inspired by POP-Art, the design style that is based on simplistic, bold, and everyday items with vibrant and colorful imagery.

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IdeationICON E XPLOR ATION FOR THE CAMPAIGN

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SLOGANS

MOTTOS

Prototyping-

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Logo Mark and LogotypeLOGOMARK

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LOGOTYPE

Poster SeriesPOSTER SERIES TO BE PLACED ON COFFEE SHOP INTERIORS AND WINDOWS. AL SO TO BE USED ON A SOCIAL MEDIA CAMPAIGN WITH A HASHTAG #MUGNROLL

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MockupSMALL, NEXT TO REGISTER ADVERTISEMENT

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BOARD SIGN LOCATED IN FRONT OF A COFFEE SHOP

BUS STOP ADVEERTISEMENT

THE WHOLE POSTER SERIEES

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Design GuideLOGOMARK

LOGOTYPE

MAIN T YPEFACE Omnes Bold A B C D E F G H I J K L M N O P R S T U V W XY Z

TAGLINE TE X T Omnes SemiBold abcdefghijklmnoprstuvwxyz

COMPLIMENTARY T YPEFACE FOR POS TER SERIES Proxima Soft/ Bold abcdefghijklmnoprstuvwxyz

COLOR PALET TE

#ff3366 54

#000000

#ffffff

#ffcf5b

Summary -

Chapter three introduced design solutions to the defined problem through market research findings, target audience, environmental context, and stakeholders. Comparative analysis shows that the current market does not have any incentive to advertise the environmental effects of single-use coffee cups. Although some of the massive coffee chains offer a $.10 discount to those who bring their coffee mug, according to the case studies, given rewards does not encourage consumers to take action. Instead, findings show that educating consumers will make a difference in their daily habits. Therefore, the design solution is built on educating consumers by creating an awareness project. The solution includes a logotype, logomark, a marketing slogan and #hashtag for a social media campaign, a series of posters, branded retails such as rental mugs.

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Image Credit: https://www.consequenceanalytics.com/

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CHAPTER 4

SOLUTION ANALYSIS Chapter four will analyze the solution by identifying the strengths and weaknesses of the design solution.

Evaluation and measures such as holistic and risk assessments will be discussed. Experts feedbacks will be provided. According to feedbacks and analysis, design solution adjustments will be explored.

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Feedback-

JOSEPH LUTTWAK

SEMA UYAR

CEO @ Lingrove

SHILPI CHHOTRAY

Growth Marketing Lead @ Uber

Global Communications Lead @ Break Free From Plastic

“Love the thinking and marketing integration. Feels much more substantial. I would spend some time refining your logo, colors, style guide for the company.

It reminds me of dunkin donuts and should reflect your marketing / design research more if possible.

Make it compelling as you are the designer here. Show in context on the side of a bus stop or similar.”

“I found the poster design well thought, original and cute. It is eye-catching and no doubt that people will at least take a glimpse at it.

The coffee mug icon is a bit simplistic for my taste though.

I think the campaign may be more effective if the logo and the slogan can be replicated on disposable coffee cups since that is what people carry around with them all day.”

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Feedback in progress

Strenghts & WeaknessesSTRENGTHS The strength of this solution is the information being available to the target audience at designated locations also on social media at no cost. The user-centered design approach, hard to forget slogan, and attentiongatherer logo mark with vibrant colors improves the functionality of the campaign.

WEAKNESSES To achieve the goals of the campaign, coffee shops need to agree on a partnership to display posters and stickers on their shops. That would be a challenge to make shop owners agree to contribute to the awareness campaign.

Image Credit: https://www.ragan.com/

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Final SolutionBRAND LOGO + ICON

MARKETING SLOGAN

SOCIAL MEDIA CAMPAIGN

MUG AND ROLL

#mugnroll

choose to reuse bring your own mug choose to reuse • bring your own mug

POSTER SERIES Poster series will be displayed on coffee shop interiors and windows to get the attention of coffee shop customers. Also, posters will be advertised on bus stop billboards, and on bus advertisements.

In addition to this, the poster series will be used on a social media campaign with the hashtag #mugnroll.

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T WO- SIDE BR ANDED RENTAL MUG

TWO-SIDE BRANDED DISPOSABLE CUP

Two side branding will encourage coffee brands to participate #mugnroll campaign. They will be able to place their own logo on one side of the cup, and the other side will show Mug ‘N Roll logo.

The whole point of the Mug ‘N Roll campaign is to eliminate the usage of disposable cups. Therefore, since consumers will still be using disposable cups until reaching out the expected awareness, Mug ‘N Roll branded single-use cups will be used by coffee shops, on a two side branded concept.

Front-side

Back-side

Back-side

Front-side

Back-side

Front-side

SHOPPING BAGS Reusable and disposable bags will help to spread the word and promote the campaign in order to raise awareness.

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Evaluation & MeasuresHOLISTIC ASSESSMENT

Social Wellness: Getting involved, being part of such a campaign, and sense of belonging may affect people’s social interactions within the community.

RISK ASSESMENT Low Participation: It is important that business owners, community leaders, and social media influencers participate in the campaign. Without the support of those stakeholders, the campaign will be at risk.

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Mental Wellness: Doing good for the environment and taking action for a better future may affect people’s wellbeing positively.

Intellectual Wellness: Consumers will learn about the environmental effects of single-use cups and maybe be cautious on similar issues.

PROJECT SERVICE SYSTEM

SERVICE SYSTEM

PRODUCT

PEOPLE

Educates

Brand + Logo

Consumers

Builds Community

Poster Series

Shop Owners

Connects People

Social Media Campaign

Suppliers

Branded Cup & Sleeve

Manufaturers

Branded Rental Mug

Trade Associates City Dispose Center Workers

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Conclusion64

Chapter four examined proposed design solutions through market research, assessment, and expert feedback. A marketing lead who works at Uber, a local Bay Area company, provided feedback for the campaign. Her input is important in a way that the campaign includes a marketing motto and social media campaign. Other feedback provider experts are local business entrepreneurs who own sustainable product businesses. His insight is important in that he manages an environmentally conscious company. Expert feedback provided a varied and diverse perspective. The final design solutions are small steps to start consciousness on how to improve our environment and take action for our future. Proposed and assessed final designs are open to improvements, and additions, especially on becoming a global movement.

Next StepsMug ‘N Roll project Application & Website: Having an application and website for the brand will provide easy access to informational resources about the campaign. Also, people can access campaign participant locations by using applications or websites.

Mug ‘N Roll project Create Your Own Mug Design Tool: Creating an application that allows customers to customize their coffee mug design would make it fun and trendy.

Global Messaging: Partnering with massive coffee chains or/and coffee shops in other parts of the country will help the campaign become global.

Image Credit: https://medium.com/

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Bibliography “Choice of materials for takeaway beverage cups towards a circular economy.” Sciencedirect.com. 6 Feb. 2020. Web. 22 Jun. 2021. <https://www. sciencedirect.com/science/article/abs/pii/S2352550919304725> Demi Oba. “Is Positive Reinforcement the Secret to Customer Behavior?.” The Smile.io Blog. 28 Feb. 2019. Web. 2 Aug. 2021. <https://blog.smile.io/ispositive-reinforcement-the-secret-to-customer-behaviour/> “Ecological and social costs of single use coffee cups | Open Case Studies.” Cases.open.ubc.ca. n.d. Web. 22 Jun. 2021. <https://cases.open.ubc.ca/ w17t2con200-3/> GoReusable Blog. “How to encourage reusable cup use.” GoReusable Blog. 7 Mar. 2019. Web. 2 Aug. 2021. <https://www.goreusable.org/blog/how-toencourage-reusable-cup-use/> https://foodprint.org/blog/environmental-impact-coffee-cup/ http://www.recyclingadvocates.org/single-use-coffee-cup-reduction/ Lauren Frazier. “Green Groups Hope for Return of Reusable Coffee Cups - WhoWhatWhy.” WhoWhatWhy. 28 Jan. 2021. Web. 2 Aug. 2021. <https:// whowhatwhy.org/science/environment/green-groups-hope-for-return-of-reusable-coffee-cups/> “ Lib.dr.iastate.edu. 13 Oct. 2020. Web. 22 Jun. 2021. <https://lib.dr.iastate.edu/cgi/viewcontent.cgi?article=5854&context=etd> No Disposable Cups. “No Disposable Cups.” No Disposable Cups. n.d. Web. 2 Aug. 2021. <https://nodisposablecup.com/> Orca.cardiff.ac.uk. 26 Mar. 2017. Web. 2 Aug. 2021. <https://orca.cardiff.ac.uk/99366/1/Coffee%20cup%20summary%20report%20-%20Poortinga%20 (FINAL).pdf> Posted Evans, Posted Evans. “Cups: Single Use (Disposable) vs. Reusable - An Honest Comparison - Plastic EDU.” Plastic EDU. 26 Dec. 2019. Web. 2 Aug. 2021. <https://plastic.education/cups-single-use-disposable-vs-reusable-an-honest-comparison/>

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Appendix - A SURVEY QUESTIONNAIRE 1. How old are you?

• 18 - 24 • 25 - 39 • 40 - 60 • Other

2. To which gender identity do you most identify?

• Male • Female • Non-binary / third gender • Prefer not to say 3. Where do you live in the Bay Area?

• Alameda • Contra Costa • Marin • Napa • San Francisco • San Mateo • Santa Clara • Solano • Sonoma • Out of the Bay Area, in California • Other (Please specify)

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4. How often do you drink coffee?

• A few cups everyday • A cup everyday • A few cups every week • Occasionally • I don’t drink coffee

5. Where do you get your coffee?

• I mostly make my own coffee at home/office • I mostly buy my coffee at coffee shops • Both 6. Do you take your own coffee tumbler to the coffee shop when you’re getting take out? (Please answer except Covid-19 conditions.)

•

Yes, I take my own tumbler when I’ll take out my coffee

•

I usually sit down and drink my coffee on a proper coffee shop mug

•

I take out my coffee on a disposable coffee cup

7. When you take out your coffee on a single-use cup, where do you throw them out?

• I throw them in waste bin • I throw them in recycle bin • I throw them in compost bin • Not sure • Don’t care

SURVEY QUESTIONNAIRE CONTINUED 8. Do you know single-use coffee cups are mostly not recyclable?

• Yes, I’m aware of this • I’ve heard something about it but not sure • Definitely not 9. Would you like to know about facts on single use coffee cups?

• Yes, I wish I know better on the issue • I’m not interested in knowing better on the issue • N/A 10. “If an individual purchases a disposable cup every day, this creates about 23 pounds of waste per year.”

Knowing this fact, would you be willing to carry your own coffee tumbler around with you? Yes, I take my own tumbler when I’ll take out my coffee •

I definitely will

•

I’m not sure, maybe

•

I occasionally drink coffee. So, the cups I use doesn’t make big difference

•

I don’t care

11. What is the obstacle(s) that you might not be contributing to reducing single-use coffee cups? Check all that apply.

• I’m willing to contribute • I don’t know about the fact. I need education on the issue • I’m busy, I cannot manage taking my own mug with me • I’m likely to forget my own mug taking with me • I’m not interested in contributing • Other

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Appendix - B PERSONAS on Page 22

Amelie is a third-year student at SF State, majoring in Political Science. Her ideal morning is opening her window and taking a breath of fresh air, followed by making a cup of fresh coffee. She likes socializing and meeting new people. She loves to hang out with her friends.

She believes that climate-change is real and wishes that people would pay more attention to its negative effects on the environment.

John is newly graduated from college. He lives with his roommate since two years at North Beach. He works at a local coffee shop. He is a hardcore gamer and has a lot of electronics including multiple game consoles and computers. He wants to work for a tech company, looks for job opportunities.

Jenny is a marketing consultant who lives in Noe Valley. She is married a year ago.

She loves running, going out with friends and family. She also spends her free time as a volunteer at the local animal shelter, and promote animal adoption. She recently adopted a british shorthair cat.

Alex is a part-time editor for a lifestyle magazine in San Francisco. Alex loves new places, he often visits bars and restaurants that just opened in the city. Alex also travels a lot, but usually alone and rarely meets new friends because he is a little shy to approach people. In his free time, he is writing a postapocalyptic science fiction book.

Henry works at Recology recycling center at San Mateo. He is an operations supervisor, responsible for guiding operations personnel and routing drivers and monitoring work to ensure efficient and effective operations.

He has two children and one grandchild. He enjoys to spent his free time with his family.

George is a foodie owns a small coffee shop at Sunset District. He wants to promote his businessaand open a second coffee shop, but his budget is tight. He looks for opportunities who can invest for the shop or even be a partner. He has a wife who takes care of their three children. He takes one day off from his coffee shop and spends his time with his family.

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P ERS ON A DA ILY S CEN A RIO S table 1

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choose to reuse • bring your own mug