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Sustainable Futures
The sustainability podcast from Kantar.
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26. Turning a waste problem into a marketing solution: bridging the value-action gap with Intuitive AI
36:27||Season 2, Ep. 26Companies need to invest in designing products that are easily recyclable at end of life, but consumers' actions remain essential to making recycling successful.In this episode of Sustainable Futures, Jonathan Hall is joined by Hassan Murad, one of the top 5 entrepreneurs on Forbes’ AI list and CEO of Intuitive AI.We explore Hassan’s new intervention, Oscar Sort, developed by Intuitive AI, that uses visual guidance to nudge consumers towards recycling properly. Kantar’s Sustainability Sector Index shows that 93% of people want to take action to live more sustainably, but only 10% do so. Oscar Sort technology addresses this gap by intervening in the 0 to 3 seconds of decision-making consumers have before recycling, using clear, interactive visual screens that show exactly what to recycle and which bin to use.This type of innovation is essential as advancements such as biodegradable packaging haven’t yet progressed enough to justify consumers reducing their recycling efforts.Learn more about how Oscar Sort technology bridges the value-action gap and Intuitive AI’s other waste reduction capabilities by listening to the episode!
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25. Valuable lessons for Marketers from the success of Change Brands
38:14||Season 2, Ep. 25In the latest episode of Kantar’s Sustainable Futures podcast, Dr. Nicki Morley talks to Chris Baker to discuss his new book, 'Obsolete: How Change Brands are Changing the World'. Chris discusses the concept of 'Change Brands' and how they bring about positive social or environmental change through their business models. These brands go beyond just disrupting categories; they strive to make the world better. The episode uncovers how Change Brands are putting ‘behaviour change’ at the heart of their strategies, how they take bold actions to build salience and difference and often break category conventions. Through lots of engaging examples, Chris provides guidance for both new and established brands on how to make a meaningful impact in the world.24. Building a plastic free world with Notpla
39:48||Season 2, Ep. 24In our next episode of Sustainable Futures Jonathan interviews Pierre-Yves Paslier, co-Founder of Notpla, and Emily Hill, Kantar’s Sustainable Innovation Lead.The episode explores the role plastic plays in our everyday lives at great cost to our health and the environment. Notpla uses seaweed, a bio-based solution, to produce 100% plastic free packaging which is sourced to global brands such as Just Eat. Learn about why consumers care so deeply about this topic with insights from our Sustainability Sector Index. We'll also offer practical advice on how marketers can influence change throughout the value chain, particularly in the design phase, where 80% of a product’s impact is determined.Start-ups like Notpla facilitate the adoption of circular solutions that meet consumers’ needs and enable businesses to stay one step ahead of upcoming regulation on plastics.23. Navigating circular marketing with Biffa: legislation changes, business opportunities, and shifts in consumer demand
25:13||Season 2, Ep. 23Research by Biffa reveals that less than 50% of organisations are fully aware of upcoming recycling legislation. In the next episode of Sustainable Futures, Jonathan Hall sits down with Pam Conway, Biffa's Group Marketing Director, to explore the challenges and opportunities brands will face in a circular economy. Discover how Biffa is leading the charge in reducing waste, enhancing recycling efforts, and guiding businesses through evolving environmental regulations. Learn how the value of waste is transforming under new regulations like Extended Producer Responsibility (EPR), which mandate that brands manage their products' entire lifecycle. Marketers are pivotal in this transition, driving change not only through the supply chain but also by influencing consumer behaviour through education, community engagement, and streamlining recycling processes.22. The Art of Sustainable Innovation Storytelling with Pangaia
22:19||Season 2, Ep. 22In this episode of Kantar’s Sustainable Futures podcast, Dr. Nicki Morley, Head of Behavioural Science and Innovation at Kantar, chats with Dr. Amanda Parkes, Chief Innovation Officer at Pangaia, about how the brand uses storytelling to change corporate mindset and empower decision-makers to focus on sustainability. Pangaia is a brand that launched with a beating heart of innovation. Amanda shares tips and secrets for how brands can be transparent with their consumers about their values and plans to avoid falling into the trap of unmet sustainability expectations. Nicki and Amanda also dive into their favourite topics from Cannes, from using AI and deep science to analysing data to help create new chemistries for material innovation.21. Lessons learned from a career in fashion retail: applying sustainability strategies with Nina Shariati, Founder and CEO of Circular Transparency
33:02||Season 2, Ep. 21Creating a more sustainable world requires innovation, collaboration and acceptance that overconsumption damages the health of our planet. This week, our host Jonathan interviews Nina Shariati, who held a variety of roles in her 16 years at H&M GROUP, from purchasing and design through business development and new ventures to sustainability strategy and execution. Nina has now created Circular Transparency, a sustainability consultancy and advisory firm specializing in creating sustainability strategies, as well as scouting and evaluating both start-ups and talent. To hit transition targets, Nina emphasizes the importance of shifting the mindset around sustainability, viewing it not as a burdensome barrier to business, but as a valuable business opportunity. Join us for an inspiring conversation on creating lasting change in the fashion industry and beyond20. The Ageing Population Is an Economic Time Bomb—But Are Brands Ready?
25:53||Season 2, Ep. 20In the next two decades, the UK's working population will shrink by 25%, whilst at the same time the population over 60 will grow to over 40%. It's similar in developed economies across the world. If brands don’t adjust to this demographic shift, they risk huge revenue loss. This week on Sustainable Futures, Jonathan Hall talks with Andy Simpson, commercial director of 55/Redefined, a specialist consultancy that helps businesses attract, engage, and grow with over 50s. Together Andy and Jonathan challenge stereotypes around age to uncover huge, unexplored, commercial opportunities in this space. Curious to learn more about how your brand can harness the economic power of the aging population? Kantar’s new Brand Inclusion Index can reveal how the aging population view your brand compared to other age groups, follow the link here to learn more: Brand Inclusion Index 2024 (kantar.com)