UK – Fluus, a portmanteau word for flush us, has developed a game-changing line of microplastic-free, entirely biodegradable and flushable after-use period products.
According to Fluus, 30% of period products are flushed down the toilet in the UK, which leads to some 3.4 tonnes of microplastics ending up in waterways. The company set out to find a solution to tackle this overlooked issue and created a product that users can flush down the toilet without causing any environmental harm. The proprietary Flushtec technology provides pads with strong absorbent properties but also means the product breaks down into plant fibre and 100% biodegradable materials under water pressure when flushed.
The waste and plastic-free nature of Fluus sets it apart from most competitors by being kinder to the environment while users can avoid the inconvenient situation of finding themselves in a public toilet without a bin and a period product to dispose of. Women’s health is still massively underserved and under-researched, and small but incremental advances like Fluus’s technology are a step forward.
Fluus, UK
Oatly, US
US – Oatly, the world’s largest oat drink company, has launched its Climate Footprint Challenge, calling on big dairy to reveal their products’ climate footprint. The new campaign offers big dairy companies free advertising (paid by Oatly) if they are willing to answer the same 68 questions Oatly had to answer to determine its own climate footprint. The ads will be featured in The New York Times, Los Angeles Times and The Washington Post, and on billboards in Times Square and Hollywood.
The campaign aims to advocate for transparency on the impact of products on the planet so consumers can make more informed choices. Oatly has also released data from a flash poll it conducted in the US on milk preferences that revealed that more than 54% of Gen Z and 49% of Millennials prefer plant-based milk to cow’s milk.
Oatly’s campaign strategy not only showcases its own concerted efforts on being sustainable – an important purchasing consideration for younger consumers – but advocates for accountability across the industry. This ties in with research from our Elastic Brands macrotrend that shows how consumers are no longer fazed by brand names, but instead are turning organisations inside out to seek transparency on their inner workings.
