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Six years ago, a platform called Loop launched with a bold idea: What if common mass-market productslike Tide detergent or Pantene shampoocame in reusable packaging instead of single-use plastic? The concept took inspiration from the traditional milkman model. Customers would leave empty containers at their doorsteps (or later, return them to participating stores). Loop would collect, sanitize, and refill them, ready to be sold again. Rinse and repeat. Big brands, somewhat surprisingly, signed on quickly. Some developed custom packaging, such as a sleek stainless steel container for Häagen-Dazs ice cream. Major retailers, including Walgreens and Kroger, agreed to join pilots. Consumers liked the idea: when the first U.S. pilot launched with 10,000 customers, nearly 100,000 others joined the waitlist. Loop expanded pilots to other countries. But the pilots ultimately didnt scale up, and eventually shut downexcept in one place. In France, Loop is now in hundreds of stores, and selling more than 400 items, from food to personal care products. It expects to be in as many as 800 stores by the end of the year. Its also finally profitable. We talked to the founders about why the model failed in the U.S., but worked in France. [Photo: Loop] How Loop started When Loop began, plastic waste was a mainstream concern. Consumers wanted alternatives. Companies were facing the possibility that packaging waste might be regulated. Environmental groups were pushing for reuse, not recycling, as the solution. “There was a lot of pressure from that community saying that [brands] need to bring out reusable offerings,” says Tom Szaky, CEO and founder of Terracycle, the company that launched the Loop platform. Terracycle, a private company that Pitchbook reports has raised at least $69 million to date, had always focused on recyclingespecially hard to recycle itemsbut wanted to expand into reuse. [Photos: Loop] The company saw the advantages of returning to a system that worked before disposable packaging became ubiquitous. “Back in the day, packaging was an asset,” Szaky says. “It was the property of the manufacturer, secured by deposit with the consumer. And as a result, the manufacturer was motivated to make this long-lasting and durable.” When disposable packaging became common, companies tried to lower the cost as much as possible. That meant that packaging became less recyclable, because there was less of value to recycle. Terracycle had worked with big brands before on new ways to process hard-to-recycle packaging like candy wrappers. As it reached out to propose a new reuse platform, companies were receptive. More than 200 large consumer packaged goods companies decided to participate, and started exploring how their packaging and processes could adapt to the new system. Companies like Proctor and Gamble and Nestlé joined Loop’s Series A round in 2020, which raised $25 million. [Photo: Loop] The challenge of scaling up from pilotsand how a new law in France made the difference In pilots in the U.S., Canada, UK., Japan, and France, the company tested the business model, consumer demand, and environmental performance. The pilots showed that the system could work, Szaky says. But Loop struggled to convince retailers to add more stores. “The pilots were anywhere from 10 stores to two dozen, and they performed well,” he says. “Consumers liked it. They bought, they returned. Then we kept pushing these retailers saying, ‘Okay, let’s start scaling’–let’s add more store count and more product count. And we couldn’t get anywhere except France.” France had a key difference: it passed a strong law in 2020 that took on plastic waste. One of the provisions was that by 2027, major supermarkets would have to dedicate 10% of their floor space to products in reusable packaging. French law also offered a carrot along with the stick. It charges brands a packaging feeand then gives back funding to help make the switch to reusables. The funds can be used for buying new packaging, making new labels, or paying to be part of a system like Loop. “That helps offset some of the short-term challenges that might make a product less profitable when it’s in 400 or 600 stores versus full national distribution in France, probably 20,000 or 30,000 stores,” Szaky says. In the U.S., there was enough pressure to get support for pilots. But without regulation in place, it was hard to get companies to go farther. “We heard from some retailers who said, look, we don’t really wanna scale this until the regulatory threat is really around the corner,” Szaky says. Smaller-scale pilots are more expensive to run than operating a full system, so eventually, Loop pilots shut down everywhere outside France. Rethinking packaging As France pushed reuse forward, Loop had time to find a solution to another challenge. Some brands had developed creative new packaging for the initial pilots, and even began experimenting with new products like toothpaste tablets as an alternative to toothpaste in a plastic tube. But while brands had the resources to make small pilot runs and then theoretically jump to large-scale production, it wasn’t really feasible to grow more incrementally along with Loop. If you go from supplying a product to 50 stores, to 500, to 3,000, you might need a new packaging manufacturer each time. “Each one of those jumps are potentially a completely different facility with different equipment, different line speeds, all this stuff,” Szaky says. “So they have to keep onboarding different third-party manufacturers. And it’s quite expensive. They have to keep investing and probably losing money on the product until they get to a certain scale.” [Photo: Loop] When he talked to brands, they’d say they couldn’t grow incrementally. “We’d say, hey, guys, it’s great that you’re in 10 stores, and then we would come to them and say, what if we got to 30 stores? Are you ready to go? And they’d say: no. We’re ready to go when you’re at 1,000 stores.” But for Loop, that slower growth was necessary as it built up a full assortment of different products. Now, the company helps brands focus on working as much as possible with existing packaging. In some cases, the package is exactly the same as what’s already on the shelf. A glass bottle for wine or olive oil is already strong enough to withstand repeated cleaning and refilling. A plastic tub of kitty litter can also be cleaned out and refilled. All a company needs to do is add a Loop label to explain to consumers that the package has a deposit, and needs to come back. The reusable system can be cheaper for brands. “The brand doesn’t have to buy the bottle again,” Szaky says. “It’s that they just pay for the collection and sorting and cleaning, which is cheaper than buying a new bottle.” In some cases, stores have switched to only stocking a reusable version of the package. Consumers can also sometimes save money. Szaky shared a photo of a whiskey bottle with both a reusable and standard version on a French grocery shelf. The reusable bottle costs slightly less up front, and when someone returns it to collect their deposit, they end up saving around 69 cents. [Photo: Loop] A focus on convenience As France pushes reuse forward, other models are also showing up in stores. Some brands offer concentrated products, such as tablets for soap that you add to a bottle with water. But Szaky argues that while these products sell well online, it’s harder to convince a consumer looking at a traditional, full bottle on a shelf not to go for a product that looks bigger. (It also only works for certain products: you can’t really sell a concentrated candy bar.) French retailers are also offering more products in bulk. But that’s a little more work both for retailers and for consumers, who have to clean their own packaging. Again, it doesn’t work for every product. Disposable packaging was successful because it was so easy to use; Loop is attempting to come as close as it can to that convenience. Stores can shelve products in the same way that they did with reusable packaging. Consumers don’t have to bother trying to clean out packaging when they return it to the store. It still wants to go further. The company is now talking to waste management companies in France about curbside pickup, which could be feasible if reusables are adopted by around 10% of the population. If it can reach that point, then throwing the packaging in a bin for pickup would be as simple as throwing it in the trash, and retailers wouldn’t have the extra work of handling returned packages. Regulation is key As Loop proves out the model in France, it hopes to move to other countries when similar regulation goes into effect. The EU passed a packaging law that also includes reuse provisions, and will go into effect next year. In countries like Spain and the Netherlands, “we see very short-term opportunity, where those same carrots and sticks have emerged or will very soon,” Szaky says. There’s a push for a similar law in Australia. In the U.S., while a federal law supporting reuse is vanishingly unlikely at the moment, it’s possible that a large state like California could put something similar in place. Reuse systems “require regulation, or otherwise they won’t happen,” Szaky says. “Public pressure is not enough for a system like we use to work. It can’t work with one product or in one retailer, it has to be a huge ecosystem of products, and an ecosystem of retailers. Otherwise, it’s very hard for a consumer to adopt.” The evidence from France could help convince lawmakers elsewhere. “This is functioning today in France at scale every day,” he says. “It’s getting bigger, but already has some good scale to it. And reuse does work. It economically works.”
Category:
E-Commerce
Ive been feeling grossly inadequate, career-wise. Some of this has been driven by my perception that the economy is failing and Im going down with it, and my addiction to reading industry trends on LinkedIn.Dont get me wrong, I love LinkedIn. The anticipation of logging on and, fingers crossed, earning my long-awaited prize of a new client, job invite or contract is what drives me. But lately, Ive been opening up to anxiety-inducing posts like, Last night, an AI destroyed my career opportunities, but now I have a million-dollar business, or My startup sold for $20 million, and Im an investor now, and I built an app that was so dumb, and then a community of millions downloaded it; heres how I did it! or I just earned a massive sponsorship and partnership with [name your favorite celebrity], and I just lost it. The upside of envy It seems like everyone but me is thriving in their new super-fab job, reaping the benefits of AI, or sharing highly informed commentary on a topic I know nothing about; then I see 15,000 engaging comments on their posts! Some people take selfies, use skin filters, and celeb-obsess on Instagram. But for me, Im all about LinkedIn and its been killing my creator spirit. But the real truth is very painful and inconvenient: I am coldly and blisteringly envious. Warren Buffet quipped: As an investor, you get something out of all the deadly sinsexcept for envy. Being envious of someone else is pretty stupid. Wishing them badly, or wishing you did as well as they didall it does is ruin your day. Doesn’t hurt them at all, and there’s zero upside to it.But what if you could prevent this awful feeling, and turn it into a business opportunity? Even when you arent religious, this quote from the bible makes sense: “For where jealousy and selfish ambition exist, there will be disorder and every vile practice,” James 3:16. Right now, jealousy seems to be at an all-time high in the United States. Some people are having such extreme career and financial success these days. If you are like me, you scratch your head daily and ask yourself, “How they are doing this amid layoffs and a souring political and economic environment?” And then, “What am I doing wrong that I cant succeed too? Dont I deserve success? I work so hard.” I imagine that many of you who are reading this are, like me, not feeling successful or satisfied. I know this to be true because after I read yet another Im winning post, I go right to the comments. Im not seeing the glass half full when comments I read are lined with the bitterness of regret and the sour taste of envy. You know those posts, the ones where the first comment makes a resentful or snarky complaint about the privileged, the well-connected, or the trust fund baby, or how they slept their way to the top. The morally upright you tries to dismiss such comments, but the envy in us feels some satisfaction knowing that we are not alone. Feeling envious or jealous is no way to work or grow a brand or a business. At some point, it will consume your entrepreneurial spirit, your happiness, and your time, just like it did mine. But I decided to repackage how to approach my feelings of envy, and it placed me on a path of professional and creative recovery. Give these five ideas a try to see if they help you like they are helping me. 1. Define success Have we forgotten how to do this since we are so focused on other people? Do you define success as financial stability and comfort, or do you define it as having optimal health? Maybe you define success as finding hope, happiness, and abundance even in moments of despair? What does the outcome look like and what does it feel like for you? Defining your own version of success can arm you against self-pity, anger, and most certainly envy. Your version of success will be unique to you. After you define what success is for you, put the vision of success at the beginning of a journey map or flowchart and backtrack to get to where you are now. I find that seeing success first can prevent stagnation. As you build toward your vision of success, know that you will find envy potholes filled with people who appear to have already reached the goals you’ve been trying to reach for yourself. You may feel that the grass is greener on the other side, and that might be true. But this part of the story is about you finding a place in your own heart firstwhere you can see your own success on paper and begin to act. 2. Embrace social comparison Social media, with repeated use and exposure, makes us feel that we know successful people like they are friends, and that they see us. Social media is not real, and the people we see on it are not our friends. This actually reminds me of the woman on the plane who screamed That MF is not real! Remember her crash out the next time you see a person social posting their perfection. But scrolling with the intention to conduct research can help you learn, copy, admire, then repackage what youve learned to align with your own brand. Study competitive products, watch how your perceived competitor creates content, read their posts, add them to a social media monitoring platform and run analytics. Study, study, and study more. Become a student of your jealousy. Identifying insights instead of flaws is empoweringnot spiritually depleting and extractive. Copy what you are jealous of and apply your own creativity to it. Replacing your competitiveness with curiosity will be a mental and career game changer. Of course, you could put blinders on and never consume anyone else’s success content to keep your sanity. But if you are in business and are an entrepreneur like me, youll need to use all your social media tools for business outreach and to broadcast what problems you’re solving for others. 3. Express gratitude Speaking your gratitude out loud instantly changes your energy. Have you noticed that when you doomscroll you forget where you are and your surroundings go dark? I combat this when I do my morning runs. The first 10 minutes I express thanks for my health, my children, whatever is left over in my bank account, my current clients, current contractsno matter how small, the sun, moon, air, trees, and light. I also use a mantra. One of my mantras is I will bring health and wealth to Birk Creative this quarter.Gratitude and mantras pull me from barbed wire thoughts and back to the present moment, which is always the best place to be. Force yourself to speak positivity into existence. What also works for me is to put away my screens, take a deep breath, relax my shoulders, roll my neck, and stretch. This helps me to remember I am a human and connected to the earth. 4. Beat the algorithm Nope. There’s no way to beat the algorithm, but you can try to trick it. Force yourself to not look at, linger on, or tap at content that triggers your envy. Find and like content that is the opposite of what you typically consume. Click like on things that bring you joy, a smile, or a laugh. Just make sure something about it brings you to a place of learning that lines up with your vision of success. Focus on your bodys response to this feeling. Does your body relax or tense up? Do you keep scrolling or do you hang on and rewatch? Rewatching content to understand it is better for this exercise than empty scroling to the next post. There’s no way to stop unwanted content on social media channels from showing up, but you can program new content. Delete an app and dont visit it for a few days, maybe a week, and then reinstall it. Visit the profile of a person you are jealous ofmake a screen shot and repost something of theirs you like or recreate it to add your own spin. Experiment with this strategy every day for at least a week. As another idea, look for business inspiration quotes and like them or repost them. Prompt an LLM to give you five quotes on positivity, then plug them into Canva to make your own positivity quotes. Write an essay based on the quotes; relate it to your experience and share it. Whats your favorite color? Prompt and create a beautiful image online that includes your favorite color and use that image to accompany the post. Heres a prompt: A [fill in your color] flower floats above the ocean, under a [fill in your favorite color] sky with white fluffy clouds [water color painting style]. Use this image to accompany your essay; post it to your favorite social media channel. Stumbling across someone elses path of success can distract you with jealousy. Instead, try to find just one thing to authentically celebrate about the person or product you are jealous of. You know the saying: If you cant say something nice, dont say anything at all. Make a habit of finding something nice to say to combat your envy. 5. Create or refine your own brand If there was ever a time to get to know AI it would be right now. Even if you are tired of hearing about professional branding, creating your own is the one thing that will keep you from looking outward and being jealous and force you to look within and reinvent yourself. A professional and personal brand also helps to keep focused on creating your own platform for business growth and personal development. For those with a reservoir of content, go back to your saved articles, essays, YouTube videos, and social media posts, and repurpose them all using an AI tool like Whisper, Opus if its video, or Perplexity. Copy the words or YouTube link, paste it in the AI tool, and prompt it to create fresh buckets of bite-sized content that you can share. Or feed it to the AI and ask it to analyze your content and write your new professional brand statement. (To accompany this article, I created a playlist on YouTube called Songs to Help You Not Be Jealous.) Use these tools to help you hone in on what you are good at by reviewing your content or by helping you write new content. Be honest, talk about your interests and your skills with these AI tools; use them to help you create a fresh personal brand even if youve never had one. The exercise here is to get you to navel gaze a little bit and focus on your own ideas in order to avoid becoming lost in greener pastures. Transform your thoughts The bottom line is there’s no real way to avoid business envy and jealousy. Unless you are the rare person able to feel altruistic joy for someone else’s success, it’s unrealistic to not wish that what somebody has could be yours. But each time you see something that you’re jealous of or envious of, transform your thoughts and actions, learn from them, express gratitude, and create away. Eventually, if you stay consistent with learning, your professional jealousy will turn into greater self-awareness, which most often leads to your vision of success.
Category:
E-Commerce
Take a quick look around the office or scan the names of your colleagues on Slack. Two-thirds of your coworkers are feeling burned out. Maybe you are, too. In a survey conducted for Moodle, an e-learning tool, 66% of workers are struggling, citing too much work, not enough resources, and a poor economy. While all these circumstances have a role in burnout, there may be an internal problem also in play, according to Jeffrey Hull and Margaret Moore, coauthors of The Science of Leadership: Nine Ways to Expand Your Impact. Your ego could be too noisy! A noisy ego describes a person who is constantly thinking about themselves, Moore says. Theyre asking Am I OK? Are they insulting me? Am I being positioned correctly? Its a self-referencing, self-oriented noise. A quiet ego is a term coined by Jack Bauer, a professor of psychology at the University of Dayton, and Heidi Wayment, a professor of psychological sciences at Northern Arizona University. It describes a personality type characterized by being mindful, emotionally intelligent, compassionate, and growth-oriented. The quiet ego is an evolved person who’s integrated all the noise, Moore explains. Theyve been through life. Its where stress turns into growth; the next stage beyond emotional intelligence of self-awareness and self-regulation. Why We Shift into the Noisy Ego The noisy ego often gets triggered during a loss of vitality. Perhaps youre not getting enough sleep or youre not eating well. This is a really important transitional moment when the ego could get really noisy and make things difficult, Hull says. Your battery is basically drained, and there’s no energy left, Moore adds. [Your prefrontal cortex goes offline], and you’ve lost your ability to control things. You can’t blame the individual for all of it. It’s an equal balance of external factors and internal factors, and you can’t get out by yourself. Being in a crisis can trigger the noisy ego since it pushes you out of the familiar and into reaction mode. It can also stir up emotions that are uncomfortable to handle. You can easily slip into feeling out of controlanxious, afraid, and hopeless. Its also common to not ask for enough support, believing you can power through. But this can quickly become a place with a lot of negativity and too little positivity, Moore says. Shifting Back into the Quiet Ego Getting yourself out of your noisy ego involves positive psychology. How do you find gratitude and inspiration? Moore asks. How do you get a little bit of upward liftby socializing or taking a break? You build those positive resources, but you also have to resolve the negative with a friend, a coach, or by journaling. A good place to start is investigating the noise. When youre coming from a place of fear, the main negatives are worry, anxiety, sadness, disappointment, and anger. Look at each of those, Moore says. If you’re angry, what are the emotions telling you that you need more? Do you need more safety or stability? Then, how do you meet the needs of those parts of you? Curiosity is a superpower, but it isn’t accessible with a noisy ego. You need to quiet that energy to be more open and receptive. When you notice symptoms of burnout, Hull recommends reflecting on a time when things were working. What did it look like? he asks. Very successful people wouldn’t be in positions of success if they had always been burned out. They had to come from a place of having done well. But that noisy ego gets in the way, and they forget the gifts and talents and strengths that got them to that place of success. Hull recommends reflecting on a resource called the resourceful past. What got you through college? What got you your first job? Or try to remember a time that was really difficult. What did you do to get through that? he asks. Those capacities are still there. The Quiet Ego Is Your Natural State Its easy to forget what it feels like to have a quiet ego because we live in an overstimulated world. We become so caught up in the noise that we no longer recognize it, seeing it as normal. But the quiet ego is our natural and normal state, Moore says. Start noticing your heartbeat and your breathing, she suggests. It is a place of quiet. Think about a time when you exhaled and felt calm and in control. This place is a state of stillness, and it can become a refuge you visit when you want to regain control of your mind, Hull says. The challenge we have in our culture is that we’ve made [stillness] wrong. We think we don’t have time for that, that its wasteful. But when you get calmer, you start to explore because your ego is not in the way. “Its not about having no ego,” he adds. “Its setting aside the noise. Its the process of becoming awake to yourselfphysically, emotionally, and mentally. Your energy shifts to a calmer place. And from that calmer place, you can access creativity, ideas, and curiosity.
Category:
E-Commerce
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