And it doesn’t stop there. Even some varieties of coffee capsules pose a significant threat to the environment, with 20bn coffee capsules sent to landfill sites each year, according to eco-capsule brand Halo.
It’s clear that the coffee industry has a problem. But companies such as Bio-bean provide a glimmer of hope, offering a potential solution to the coffee catastrophe, while simultaneously helping to spread awareness among consumers and the wider industry about the scale and impact of the issue. As we explore in our Sustainability Futures presentation, brands are increasingly educating consumers about the aftercare of their products to help create more sustainable cities, and are launching all manner of initiatives to shine a spotlight on the relationship between people, products and the planet.
Pret a Manger is another brand exploring waste management solutions in its stores. ‘We’re thinking of increasing the discount for bringing your own cup from £0.25 to £0.50,’ CEO Clive Schlee announced in a recent tweet. ‘Our organic filter coffee would cost just £0.49! I’d love to hear your thoughts.’ With potential solutions from consumers ranging from collapsible coffee cups and unlimited refill schemes to loyalty programmes and educational in-store signage, people are evidently ready for change.
Bio-bean and Pret a Manger’s sustainability efforts stand out from the crowd not just due to their innovative approach, but because they tap into consumers’ desire to lead a more sustainable life, with the former alleviating their concerns about pollution on their daily commute and the latter communicating the financial gains to be made from embracing a more sustainable coffee cup model.
For more on the strategies your brand can adopt to move towards a more sustainable future, book our Sustainability Futures presentation.