This week TerraCycle’s groundbreaking LOOP initiative will launch in North America. In their latest podcast, Future Brand sat down with TerraCycle’s European General Manager to discuss how they are helping consumer giants innovate for long-term success and what it means for brand. 

We live in turbulent times and to weather an ever-changing set of challenges, companies need to future proof themselves to ensure they keep growing. Innovation is key to this. In January Terracycle, the pioneering recycling company shook up the consumer packaging industry when it announced its innovative LOOP scheme at the World Economic Forum in Davos. LOOP unites a coalition of major consumer companies including P&G, Nestlé, Danone and Mars to trial refillable and returnable containers for some of the world’s leading brands in an effort to significantly reduce waste.

Such a large scale but incredibly positive disruption does present some challenges as well as opportunities especially for anyone involved in managing brands. A brand’s structure, format and packaging combine to create a key part of the total brand experience. Perceptions of quality, responsible resource management and the evocation of brand personality, values and emotion have as much to do with what sits around the product as the product itself. Post-Loop the difference between good and great brand management will be the ability to ensure not just relevance but also differentiation.

Hosted by Russell Goldsmith at our London offices, FutureBrand’s Chief Strategy Officer – Worldwide, Jon Tipple, was joined by Laure Cucuron, General Manager Europe at Terracycle to discuss how LOOP will change the packaging industry and what it means for brand owners.