Booming cold drink sales mean more plastic waste. So Starbucks redesigned its cups | AP News
The iconic coffee giant Starbucks is tackling a growing issue: the mounting plastic waste from their popular cold drinks. With Frappuccinos, Refreshers, and cold brews soaring in popularity, so too has the plastic waste from the single-use cups they’re served in. In response, Starbucks is introducing new disposable cups that contain up to 20% less plastic. These innovative containers are set to hit stores across the U.S. and Canada this month, representing a significant step towards reducing environmental impact.
Starbucks’ vice president of product innovation, Amelia Landers, reveals that the company spent four years developing these cups. Engineers tirelessly experimented with thousands of iterations to balance reducing plastic usage and maintaining cup durability. The result? A groundbreaking solution that Landers describes as “industry-leading” and the “best expression of a cold plastic cup.”
The impact of this change is substantial. With cold drinks now comprising 75% of Starbucks’ U.S. beverage sales, down from 37% in 2013, the new cups are projected to divert over 13.5 million pounds of plastic from landfills annually. Moreover, their production consumes less water and generates fewer carbon emissions, addressing climate change concerns.
Beyond plastic reduction, Starbucks’ redesign incorporates thoughtful features. Raised dots near the cup’s bottom enable baristas, including those with impaired vision, to quickly discern cup sizes. The 12-ounce cup, colloquially known as “tall,” has been redesigned to accommodate the same size lid as larger cups, optimizing efficiency and sustainability……….
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How might Starbucks’ environmentally conscious redesign of its cold cups impact consumer behavior and perception of the brand, especially among younger generations who are increasingly concerned about sustainability?
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Starbucks’ environmentally conscious redesign of its cold cups can have a positive impact on consumer behavior and perception of the brand, especially among younger generations who are increasingly concerned about sustainability. By prioritizing eco-friendly materials and promoting recycling initiatives, Starbucks aligns with the values of environmentally conscious consumers, which can attract and retain customers who prioritize sustainability. This move can enhance the brand’s reputation and appeal to those who are passionate about reducing environmental impact.