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First of all, I think climate change has really become much more tangible. In the past, we’ve heard it as something that seemed a little bit fuzzy, a little bit vague, maybe something that would impact the next generation. It didn’t feel as real or here and now as it does today. Two big trends have emerged.
- The first is urgency. People have a significant urgency to take action. We see this not only because people are seeing the good, cleaner air and skies, especially through the early days of lockdown, but also because they’re seeing the bad. I heard from so many consumer interviews that through COVID, it suddenly became very apparent to them how much trash they produce as an individual and a household. In the pre-COVID world, your trash on any given day would be spread between home and the office, school, restaurant, and gym, etc. And all of a sudden, we’re in lockdown, and every bit of trash you create is sitting in the kitchen trash bin – that was a very rude awakening for people, and it really helped drive an urgency to take action.
- But the second trend is that consumers are feeling a little bit stuck. People just aren’t sure where to start, and that really helps us think about what we can do as a manufacturer to make sure it’s easy for people to be unstuck.