Digital Transformation empowers the Circular Economy: Coca-Cola app incentivizes consumers for recycling

Photo source: Coca-Cola Austria

Digital Transformation empowers the Circular Economy: Coca-Cola app incentivizes consumers for recycling

Thomas Reiner | 13.11.2020

Coca-Cola Austria and the waste management company Reclay are launching an app that rewards consumers for recycling their PET bottles. The planned launch is a good example of how digital transformation empowers the circular economy. The initiative is a helpful step towards stopping further leakage closing plastic cycles. A step that could also open up segments beyond beverage bottles.


 

Coca-Cola Austria and the waste management company Reclay are launching an app that rewards consumers for recycling their PET bottles. The launch, scheduled for the beginning of 2021, is a good example of how digitization can help the circular economy to take off. But above all, the Coca-Cola initiative is a helpful step in the alternative-free endeavor to stop further leakage and close the plastic cycles. A step that could also open up segments beyond beverage bottles.

According to Laszlo Niklos, General Manager at Coca-Cola Austria, the company has set itself the goal of creating a world without waste by 2030 and getting back 100 percent of its packaging. This cannot be achieved without the active participation of consumers.

With the help of the “Recycle me!” app, Austrian consumers will be able to check in at the collection container starting next year and then scan a code under the cap of their PET bottle. Correct disposal will earn them points that can be redeemed as credit in the restaurant trade.

With their initiative, Coca-Cola and waste disposal partner Reclay are creating awareness and awareness of recycling among consumers. Consumers are motivated and made aware of their active role in the circular economy. A further learning: recycling is worthwhile, also for the consumer.

Initiatives such as the “Recycle me!” app help to stop the leakage of plastics and close the loop. The direct involvement of the consumer is an important element in this. Coca-Cola Austria and Reclay have also recognized that digital transformation and packaging as a media platform offer new and very effective opportunities in this area.

The initiative is also exciting for another reason: its approach is not limited to the beverage sector. It could also be a path for segments in which deposit systems are not readily applicable.

We love building on your ideas

I’m looking forward to hearing from you

4 + 5 =