Action, action, deadend.
Casually, while brushing your teeth in the bathroom, look at the information on the products around you and what it says for different stages of the consumer journey.
On-boarding and usage stages are usually clear, inspiring and actionable for the consumer. For example the information about sourcing can be emotionally engaging and inspirational. This product is - ”…harvested from the best plants”, “…sustainably created”, “…ethically sourced”. It makes the consumer feel great about being engaged with the company and product. They might even feel part of the solution for many a global issue.
Further to this the usage of the product is often clearly stated, instructional and again aspirational - “regular brushing will help reduce plaque”, “weekly use will make your hair so smooth”, “nightly routine will keep your skin looking fresh”.
The end of the product relationship is different. Off-boarding can be a baffling mess of information about material identity, corporate allegiances, indecipherable symbols and un-actionable statements.
In many cases the end is presented as a warning - “don’t throw it in the bin”, “don’t dispose in landfill”, “do not place in an open fire”. These are un-actionable. I can’t do don’t. This leaves the consumer abandoned.
It might talk about material make-up - “recyclable”, “naturally degrades in soil”. Some might have baffling terminology alongside suggestions it is recyclable. For example the chasing arrows symbol in a circular motion, strongly suggests the material can be recycled, but many can’t. Within the symbol might be a number and some form of abbreviation without explanation - “PS”, “PETE”1.
Some product companies sign up for organisations that give an impression a product might be recyclable, but misses a wider story. For example the Green Dot symbol. “The Green Dot is the financing symbol for the organisation of recovery, sorting and recycling of sales packaging. When you see the Green Dot on packaging it means that for such packaging, a financial contribution has been paid to a qualified national packaging recovery organisation.”2
Improvements could see a more instructional, inspirational or consumer centric experience at the end for these products.
For example, imagine an ending that informed the consumer “This product is made from polyethylene terephthalate, we call it PETE, it is easy to recycle.”
Or an ending that inspires “We source ethically and we want our recycling to hold to the same values. So, we joined XXX scheme that guarantees safe recycling in your country for this product”
Endings are a quagmire of mis-communication and un-actionable statements. They need to be more consumer centric, informative and designed liked the rest of the consumer experience.
1 https://www.acmeplastics.com/content/your-guide-to-plastic-recycling-symbols/
2 https://www.pro-e.org
