A playful nudging guide to boost the use of reusable dishesPlaybook for reusable packaging as the new standard

CLIENT

“Mehrweg.einfach.machen” — an implementation alliance made up of Mehrwegverband Deutschland, WWF Germany, and ProjectTogether

BRAND & COMMUNICATION
January – May 2024

The problem

Both individual catering and system catering generate large quantities of packaging materials. At the same time, however, there is a great deal of leverage to motivate people to do without packaging or to use reusable solutions. So how do you make reusable packaging the new standard in system catering? To find out, the implementation alliance mehrweg.einfach.machen conducted a reusable nudging experiment with system catering businesses such as IKEA and Burger King Germany. The results of the experiment show that catering businesses can positively influence reuse rates through scientifically proven and pragmatically selected incentives, so-called nudges. These scientific results and empirical values should now be shared with the community.

Our solution

We prepared the complex results of the nudging experiment in such a way that restaurateurs can understand them and derive their own measures inspired by them. To this end, we conceived, wrote, and designed a “Mehrweg Playbook” that presents the results in a practical and accessible way and communicates the most important findings of the experiment at eye level from restaurateur to restaurateur. A specially developed landing page also featured video interviews with the experiment participants sharing their first-hand experiences.

Our impact

Following publication, there was great interest from restaurateurs in participating in the continuation of the nudging experiment 2.0. In addition, the community around the digital learning lab where the experiments take place has expanded — more than 100 stakeholders from the relevant target group downloaded the playbook and are now hopefully setting nudges on their own to make reusable the new standard.

View the “Mehrweg Playbook"