Climate CoLab - NIKE
Climate CoLab is an open problem-solving platform where people with a broad range of expertise are welcome to submit, evaluate, and select proposals for what to do about various aspects of the climate change problem.
Spring - Summer
Climate Colab + Nike
How can we spark a materials revolution by rethinking how we value and use them?
WHAT'S THE CONTEXT
The MIT Climate CoLab, in collaboration with Nike, Inc., launched a new competition called Materials Matter. This competition seeks physical, social, and cultural innovations that could help transform the way we view, make, and use materials. This could include ways to affect consumer behavior and design choices, as well as ways to impact the supply chain.
By analyzing The fashion Sector and Nike’s business model in particular and their strategic partnerships, identify areas of opportunity to create new business interventions or models that can be developed.
Project can be in the form of the following:
● Technical solutions
● New business models
● Interactive solutions or platforms
● Educational tools or resources
● Awareness campaigns
● Corporate solutions
Nike Infinity - A sustainable behavior tracker
We proposed to create an add-on app service which can be plug in the existing exercise App such as NIKE+ running to be easier to rise individual's awareness towards sustainability.
During the Hear stage, we collected stories and inspiration from target communities using tools and strategies like individual or group interviews, context immersion, desktop research, self-documentation, and expert interviews.
The Create stage is where we “translate” the information collected during the Hear Stage into “frameworks, opportunities, and solutions.” In this stage we move from the “concrete” details and scenarios to abstract insights.
The Deliver stage involves repeated prototyping, mini-pilots and pilot projects with the goal of delivering a sustainable product. The stage includes learning, iteration, measurement and evaluation to create a lasting, sustainable and useful product.
WHY IS THIS
Environmental Impact of Fashion Industry
The materials we use to clothe ourselves and cover our things have a profound impact on the climate. Before we can advance and scale innovation in materials, we need to build an understanding of the challenges and opportunities that exist.
IDENTIFY THE OPPORTUNITY
From our analysis we concluded that the industry was developing sustainable solutions in terms of materials along the value chain and there were different actors performing these activities. However, there was a disconnection between these efforts and what the consumer was perceiving.
Although the apparel industry invest millions in marketing campaigns, few of those millions are spent in campaigns that showcase the efforts in terms of material sustainability.
The brand performs outstanding activities in terms of sustainability performance and innovation. However, the people in charge of the communication strategy at a retail level, don’t participate in these conversations.
Customers unaware about the great initiatives taken by NIKE in terms of environment and sustainability. Customers are not connected with the internal part of the brand.
360 HOLISTIC RESEARCH OF FASHION INDUSTRY
Here we highlight part of our research related to consumer behavior and brand communication to see if we can find the tipping point to make change around material consumption.
"Better" than "Greener"
Brands want to express a better, more differentiated value proposition beyond being “green.” Brands don´t want to say they are sustainable because of liabilities
More sustainable materials already exist and are being under utilized due to cost and a lack of incentives and organization of the information. Added customization with new materials and processes to products will avoid products being easily discarded.
People recycle based on efficiency, convenience and/or for incentives—currently only 15% of textiles get recycled.
Consumer behavior - Athlete
Athletes want to perform and take care of health, top priority are shoes, then equipment and then apparel.
Shoes= Lower impact, healthier joints, comfortable Journey
Equipment=Safety and Performance
Apparel= Comfortability and Identity
When the goal goes beyond ‘looking good, to get a significant other, get attention or recognition’ people tend to create a sustained active life behaviour. Feeling good is often more rewarding.
People see thrifting experience as “treasure hunt” Takes more time and digging to find a good item that has positive benefit: uniqueness, attractive price point and multi-use.
Sustainable awareness starts from influence from their close network, or a close interaction with the extreme situation. Behaviour change is empowered by a direct motivation to do good. Price is a real trade off when making the decision, if benefits are clear, comparable and measurable.
Being an active person creates awareness around one's body; health, food and performance. Tools like FitBit leverage gamification to engage users by tracking their health information and motivating them to achieve greater goals.
It is important to try to find a pattern in the evolution of trends and grasp what is going to be the main drive factor for emerging economy. Trend Mapping will help us to identify and curate a framework to guide us develop a direction for the ideas generated from this project which would be effective, productive and sustainable in the present and near future.
"How Might We..."
How might we motivate people to reduce material consumption by understanding their own behavior?
An add-on app service for Nike Infinity members only which can be plug in the existing exercise App such as NIKE+ running which has features as below:
A limited collection which are made from sustainable materials and act as an incentive for consumers to keep choosing sustainable material products.
An online virtual closet for your sports outfits which helps you track how many times you have used them and gives you information about how sustainable the material is and how to take care of it.