Social Impact

Conducting a Feasibility Study of Rolling Out a Plastic Conscious Brand


Introduction

Plastic Oceans is attempting to shine a light on the huge problem of plastic pollution in the oceans (and now our food chain). Recently, they founded “Plastic Conscious,” an organization with the goal of increasing return-on-investment when reducing single use plastics. Part of their strategy is to enable consumers to actively steer purchases towards firms that reduce single-use plastic, by creating a global standard, brand, and logo that products can carry.

Scope

In the first phase of Oliver Wyman’s work, we ran a feasibility study on the idea to assess what Plastic Conscious goals should be and how it can set itself up as an organization. We interviewed several large retail  & consumer goods (RCG) firms, scientists, and other nonprofits to discuss the approach.

The initial findings were that the idea has merit but requires the coming together of several nonprofits.  This led to a collaboration with the Ellen MacArthur Fund, where we further developed the idea and business plan. We converged on the option of a more digital-based approach, potentially extending to the full circular economy (beyond plastics).

Oliver Wyman was instrumental in deep diving into a highly detailed study on the feasibility of launching a logo to aid consumer awareness in plastics. Oliver Wyman pulled together parties who are now driving this project further and with greater depth of analysis, particularly with the Ellen MacArthur Foundation. They continue to support both parties through the development process providing valuable research, consultancy, and data points.
Matt Reid, Co-Founder, Plastic Conscious

Impact

We took the idea from conception to a solid business plan and received clear buy-in from a range of participants.