How BetterWorld Helps to Better the World
The CPG industry is responsible for 33% of global emissions and it is not hard to see why: 80% of those emissions are in the supply chain, with a lack of renewables being used in production and distribution. We build heavy products, wrap them in plastic, and ship them around the world.
Companies simply do not know of a better way to produce, and have no incentive to change to be better.
BetterWorld is extremely vital in shifting all market dynamics to help create more incentive for businesses: our platform not only provides the solutions, financing, and carbon credits to become better, we also help drive the adoption and thus revenue generation. We do this at three levels: platform level for Brands, at the shopping level (instore and online marketplace) for consumers, and at the Insights level for media companies.
A great example is simple plastic packaging: there are dozens of alternatives, each with specific benefits. Some companies will change to partial plastic, or biodegradable plastic (yes that exists and we don't support it as much as other solutions). Other companies will focus on solutions like Notpla, that are biopolymers that can swap into their supply chains to immediately become fully plastic free. Some will use more expensive technologies that are carbon negative like Newlight, in order to help reduce their carbon accounting to neutral. Navigating which solution is right, and driving increases in revenue by engaging the consumer is the critical task set.
We are the solution to make the CPG industry better for the planet.
We are the first AI enabled marketplace platform servicing brands, media companies, and consumers, both online and instore.
Collecting all impact data from brand
Generating solutions, improving product/company
Recreating products as net good
Generating impact report, pushing to consumer instore/online
Leveraging data: Creating insights, driving demand through media companies etc
Better for Planet then becomes a revenue driver
Enriching audience profiles built in holding company, consulting and brand owned media dashboards on a SKU level - that would include environmental impact - is a spot on the floor nobody is standing. IPG owns Acxiom and our chief data scientist develops the methodology to use their rTag cookieless tracking in the Metaverse, marrying data profiles in physical and virtual worlds that can track and function with identity resolution. He is intimately familiar with the tech stack required to achieve this, as well as how brands and media agencies use the data to solve planning, segmentation and modeling challenges.
Our AI will leverage all dimensions (taste, texture, smell -- all facets of the product) and render a net good equivalent: Example; suntan lotion; provide alternatives in packaging, and ingredients to harmful chemicals, to create an almost identical product. Replicating bad products into identical net good equivalents is possible, but does not exist: it requires molecular level assessment.
Our vetting system of over 200 data points, GRIs, etc, determines how good a product is for people and planet, for consumers, and creates impact reports, which face consumers instore and online: Visual recognition through Augmented Reality for instore shopping (scan with camera, see impact report) and in marketplaces. We indexed over 9,000 companies and 3,400 products into our platform and marketplace. Whether instore or online, how good a product is for people and planet can now be made into a market driver to create the viral growth and adoption of net good solutions. We better sort values, better target, and companies become greener and more profitable.
The data that is being used today in addition to client 1st party data - Simmons, Kantar, Mintel, Stylus, YouGov, Ground truth, Qualtrics etc. would benefit in profound ways with the enrichment of the Better World impact matrices on a SKU level. That kind of data just does not exist. As brands integrate and enrich their data sources for their models for Phygital or hybrid Physical/Metaverse customer experiences, the value of brand-based environmental impact data is profound.
This changes Shopper Marketing too: The staple data providers including Valassis, Catalina, ibotta, Kroger precision marketing, etc don’t have this data. Those licensing their data would have an entirely new vector of value by overlaying the environmental impact data held in the Better World matrices.
We are seeing consumer goods becoming more regulated in many ways: environmental impact data will have to appear on every consumer product in the same way nutritional labels appear on food packaging today. These classifications will become mandatory.
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