THE NESPRESSO SUSTAINABILITY EXPERIENCE
Brands that demonstrate a commitment to sustainability outperform those that don’t. Despite Nespresso’s considerable sustainability efforts, most consumers don’t perceive Nespresso as an ethically strong, sustainable brand. We want to work with an external partner to create an experiential platform that allows customers to experience and understand Nespresso’s sustainability initiatives and their positive impact towards improving social and environmental sustainability at farm level. The platform, which should work in both digital and retail, must be unique, credible and engaging.
Sustainability is one of Nespresso’s core values. In 2003 we launched the Nespresso AAA Sustainable Quality Program – a unique sourcing approach that enables us to secure high-quality coffee while supporting farmers and protecting the environment. And, in 2009, we integrated sustainability across the business with Ecolaboration - an initiative to drive sustainable development throughout the value chain. Today, 80% of Nespresso coffee sources comes from the AAA Sustainability Quality Program. By 2020, Nespresso aims to source 100% AAA sustainable coffee, achieve 100% responsible aluminium recycling and become 100% carbon neutral through The Positive Cup Program. Despite these efforts, consumers don’t perceive Nespresso as an ethically strong, sustainable brand. This is something we need to change, as brands that show a commitment to sustainability are more likely to grow.
We want to work with an external partner to create an experiential platform that enables customers to experience and understand Nespresso’s sustainability initiatives. The platform, which could be anything from an app to an augmented reality experience, needs to work in both digital and retail. It must bring the Nespresso AAA Sustainable Quality Program, recycling and creating shared value to life, showing how these initiatives benefit farmers, communities and consumers. Crucially, it must be unique, engaging and credible, to encourage consumer participation.
Why it matters
Through this project, we’re giving consumers the opportunity to experience and participate in Nespresso’s global sustainability efforts and their positive impact on social and environmental sustainability. This will increase awareness of how we’re creating shared value for farmers, partners and consumers, generate appeal for the brand and increase customer loyalty. Ultimately, it will ensure that Nespresso can continue to have a positive impact in communities across the world and bring a meaningful and positive coffee consumption to our consumers.
Every project on HENRi has signed off funding of US$50,000 to pilot a proof-of-concept in market.