Beyond Meat

The Brand

Started in 2009 Beyond Meat was founded with the goal of helping to solve the climate crisis the world is facing by reducing the number of animals consumed.  Beyond Meat is an American based company that creates plant-based meat alternative products.  Through the creation of their products, they are working to offer a better and cleaner earth.  A Beyond Burger generates 90% less greenhouse gas emissions, requires 46% less energy, uses 99% less impact on water, and has a 93% less impact on land use than a ¼ pound of U.S. beef burger.

The Ask

Help Beyond Meat extend its brand past what it's already doing into something useful or beneficial for the world or a community.

The Method

To help the Beyond Meat brand grow we first researched the Beyond Meat brand and all about their values.  After we understood the brand we looked deeper into the problem of climate change which beyond meat is trying to solve.  Along with our primary research, my team and I also conducted man-on-the-street interviews, asking the general public what their opinions were on pollution and the climate change crisis we are facing. 

The Findings

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Although Beyond Meat is a plant-based product, it's designed to appeal to meat-eaters who want to diversify their diets or reduce their environmental footprints.

The number of vegans has grown worldwide especially from the younger generation due to a larger focus on environmentalism.

Climate disasters are on the rise. Around 70% of disasters are now climate-related - up from around 50% from two decades ago.

The biggest contributor to global warming comes from the production and consumption of meat.

In 2018 there was more greenhouse gas produced than ever produced, at three times the rate of global population growth.

Target Audience

20-36 year olds who are living on their own and started to have to buy food for themselves

 

Enjoys eating meat but is health-conscious and is looking for healthy alternatives

 

Cares for the environment and does thing to improve it like recycling, buying products with less plastic packaging and producing less waste

 

They are always looking for ways to improve the environment but don't know how and don't want to drastically change their habits

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Concept

Create an app for that helps individuals track their daily actions and see how those actions affect their carbon footprint.  The app will help people become aware of their impact and encourage them to make small changes to improve the world.

Strategy

Changing the world is easier than you think

My Environmental Footprint

My Environmental Footprint allows Android and Apple app users to keep track of their CO2 emissions from their phone wherever they are.  The app lets users track their daily activities and they can compare their data against statewide and national numbers.  Similarly to apps like Fitbit, the ease of use for My Environmental Footprint will make it accessible for anyone who wants a quick and convenient way to track their carbon footprint.

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App

Sign in and profile

When the user first uses the My Environmental Footprint app they will be prompted to set up an account.  From here they will add basic information like their name and location so that they can track their CO2 from their trips and compare their overall CO2 contribution statewide.  They will also be able to add more in-depth information like their vehicles make and model and their energy star appliances so that they can get more accurate CO2 calculations.

Categories

After the user is signed in they can select from four different categories including travel, food, home, and retail where they can input information to track their CO2 usage.

Travel

The travel category has two options, public or personal, and from there the user can select the form of either transportation they are taking.  Once their transportation is chosen they can track the distance of their trip.

Food

The food category has three options, Meat, Dairy, and Alternative.  The user can then track meat by pounds, dairy by either an eight-ounce glass of milk, or cheese by slices, or cups and alternative products by either pounds, cups, or slices.

Home

In the home section, you track gas, water, and electric usage.  The user can either track their usage by either temperature or duration of time.  In the electric tab, they can also choose the type of tv that they are using for more accurate calculations.

Retail

In retail, the user will find a list of commonly purchased items that they can catalog what they purchased and the number of items bought.

Overview

On the overview page, the user can find their daily, weekly, monthly, and lifetime CO2 total.  The user will be able to see how much CO2 they contributed and compare it to the national and statewide totals.  Each of the four categories will also be represented by a portion of a pie chart that can be clicked to get a more in-depth breakdown of the user's CO2 contribution.

*Data from 2019 U.S. Census and the 2016 U.S. EIA

Tips

Useful CO2 reduction tips can be for how a person can improve their carbon footprint.

Suggestions

Here is a list of environmentally friendly products that people can purchase over what they currently use.

Calculations

To create our calculations we first looked at what positively and negatively impacted a person's carbon footprint and how much carbon certain products and activities emit.  During our research, we came across the EIA (U.S. Energy Information Administration) who tracks carbon dioxide emissions every year.  We pulled recent data (2016) that was filtered by state calculated in million metric tons of CO2 and used that as a base for our calculations and as a way to help us compare state averages.  We cross-referenced state data with U.S. Census population data (2016) to make a calculation of carbon emissions on an individual basis.  A compilation of simple activities and daily habits were compiled to compute and convert the million metric tons into a simple measurement unit (pounds).

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Instagram

We researched environmental facts about CO2 production and then found different ways to visually quantify it to the environment.  We created a series of animated infographics about CO2 production that educates people about their carbon footprint impact.

Youtube Pre-Roll

My team and I wanted to advertise My Environmental Footprint in a less traditional way than just making an advertisement, while also making people think about their impact on the environment.  We created pre-roll that would play before YouTube videos posing thought-provoking questions about the environment.

Stunt

To bring the data to life we executed a stunt depicting the size of what one ton of C02 equivalent looks like. Showing this helps a person realize the severity of carbon emissions in all of its shapes and forms. We strategically placed an inflatable at a high traffic area amongst the Las Vegas strip that uses 20% of all energy consumed in the city every year.

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My Role

Brand audit

Target persona

Brand briefing

Research and calculations lead

Strategic creation and executions

Project management and oversight

Environmentalist

Christopher Suarez: Strategist

Salome Guruli: Art Director

Akin Abode: Copywriter

James Realubit: Experience Design

© 2018 Cody Colvin

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