How do we get more British people to adopt reusable coffee cups, and save 150 million single-use coffee cups from landfill?
Employing ethnographic immersion, user diaries, industry interviews, cultural and social media analysis, we unpacked contemporary sustainability trends and attitudes. Through our behavioural design process we identified narratives and intervention sites to help change behaviours and reinforce reusable cup usage across Britain.
We hung out at the London Coffee Festival (and hundreds of coffee shops across Britain) to interview reusable cup makers and coffee companies about the market and consumer behaviours, and made a short film about what we found to bring the debate to life.
Using our 10 Behavioural Levers and user personas derived from from our research, we workshopped a design strategy and developed creative briefs for Hubbub and Glimpse in their campaign development.