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Reduce, Re-use, Re-Caffeinate.

Instead of making it more economically convenient to BYO coffee cup, make it more difficult to purchase coffee in a single use cup.

Photo of Niharica Bawa
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Idea Summary

This is based on loss aversion concept of the Prospect theory, where people would rather avoid losses (Charge higher for reusable cup) than gain monetary benefit (get discount when you bring a cup).

Please include a visual (can be either 2D or 3D) representation/prototype of your concept. (required)

This is not a product concept idea because so many companies have developed reusable cups, but it is a transformation in buyer habits idea focused more on marketing.

According to me, the current problem is not with creating more ideas for reusable cups but creating ideas to get people to USE the cups. This is very simple, yet effective when implemented problem. 

Touch people where they are most sensitive ie MONEY. If the regular price of coffee is $4 then instead of offering a $.50 discount on the coffee when you bring your own cup, offer a $1 surchage ie make the coffee $5 if they DO not bring a coffee cup. This had been proven by research, that people avoid loss rather than look for gain. This can help use the buying behaviors of customers for the better of the environment. 

This solution addresses which of the following:

  • Some of the Above
  • Reusable System

What regions do you plan to address with your solution (and how will you accomplish this)?

Considering Australia, starting in the major cities ie Melbourne, Sydney, Brisbane etc where there is a more take-away coffee culture.

Describe your target market. Who will benefit from your product?

We can collaborate with companies like Keep a Cup and other sustainable products companies. We can sell their cups to the local coffee shops, and by campaigns and through this pricing strategy help target the take-away coffee market more effectively. It is really important that we increase the availability of reusable coffee mugs for purchase to reduce the barriers between need, want and purchase.

What is the current stage of development of your idea?

  • Research & Early Testing

What are the biggest challenges you are facing today? What are existing gaps in your solution?

The gaps are currently in the mindsets of the individuals.

In what country are you located?

Sydney, Australia.

How did you hear about the Challenge?

  • OpenIDEO social media


Join the conversation:

Photo of Ben Smith

I believe that using a rewards system like you described would work in convincing people to purchase and use their own cups. In addition, making the cups collapsible would help in this also since it is more convenient to carry around this way.

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