Bringing the Ideas to Life
How can the industry translate these ideas into initiatives for
action? To begin that process, we qualified the ideas based
on several factors:
• What is the added value of the idea? Define the impact for
the industry.
• How realistic is the idea? Define how this can be
successfully taken forward.
• How different is the idea? Don’t repeat what’s already going
on somewhere else.
• How commercially sensitive is the idea? Focus on
collaborative, non-competitive industry actions.
This qualification process led to the development of three
initiatives that begin to address the Digital World and Fight for
Resources megatrends:
• Consumer Engagement Protocol: develop a code of
conduct for digital engagement with consumers, which
stemmed from the trusted digital consumer engagement
idea (Digital World).
• Next-Generation Product Identification: transform
product identification and information, which focuses on
replacing the current barcode with a more versatile
technology and came from the value chain transparency
idea (Digital World).
• Sustainable Packaging Consortium: improve the
sustainability of packaging across the different value chain
stages, which was derived from the idea of collaborative
work on standards and processes for sourcing and reusing
packages (Fight for Resources).