Brämhults: Challenging a leading Swedish brand to become more sustainable

Projects

Brämhults

Starting point

A need for more sustainable processes and products that matched consumers’ understanding of sustainability.

Solution

Co-creating with GenZ, the most committed generation, allowing them to challenge the brand and propose innovative solutions.

What we did

Research

Strategy

Brämhults is a premium Swedish juice brand, part of the global Eckes-Granini group. They set out on a mission to improve the sustainability of their processes and investigate how they could work alongside consumers in their journey towards a more sustainable juice.

Inspired by the Fridays For Future movement and climate strikes across the world, we felt it was crucial for these passionate young people to be directly involved in creating the change they wanted to see within businesses and brands.

To do this we recruited a group of young people from Sweden (aged 16-19) to join us on this journey together with the brand. We equipped them with information about the Brämhults supply chain and gave them a forum to directly question and challenge the brand. With their help, we identified the areas which needed the most attention and developed ideas to help the brand become more sustainable.

Co-creation as the new oil

For this project, we designed a 3-stage co-creation process:

  • Stage 1: Gaining a deeper understanding of the panellists’ interest in sustainability and how it affects their purchasing decisions
  • Stage 2: Evaluating the sustainability of the Brämhults supply chain and identifying areas for improvement
  • Stage 3: Collaboratively developing innovative solutions with our panel
Co-creation stages of Brämhults

In the first stage, we delved into the group’s consumer habits and sustainable lifestyles. We wanted to understand what sustainability meant to them, which issues they felt to be most important and how they perceived and consumed different brands. At this stage, we kept the brand behind the project anonymous to the participants.

We then introduced the panel to the Brämhults brand. We took them through the different processes involved in producing a bottle of Brämhults juice, explaining each of the steps involved from growing the fruit to the point when it reaches supermarket shelves. Our objective was to give the co-creation group a balanced and unbiased presentation of the facts as they stood, rather than trying to point them towards a particular conclusion.

We encouraged the teenagers to question and challenge the brand. We wanted to know how sustainable they perceived Brämhults to be and to help us select the issues for the brand to prioritise in the near future.

Originally, we had planned to run a face to face workshop with the co-creation panel to collaboratively develop ideas for sustainable solutions. With the outbreak of Covid-19 making international travel and face to face meetings impossible, we needed to adapt quickly, moving the remainder of our project online and thinking of new ways to help foster collaboration remotely.

How did we do this? For this final stage of our project, we switched our research platform to WhatsApp. This gave our panel a fresh and more informal space to share their thoughts and ideas. The group format encouraged more interaction between the panel members; engaging with each other’s ideas, providing support and encouragement and coming to collective conclusions.

Alongside this stage of the research, we also ran a series of live sessions via Zoom where our co-creation panel had the opportunity to hear from experts including the Brämhults brand managers, the company in charge of sourcing Brämhults fruit and a company who specialise in supply chain innovation. These sessions replaced the open discussion we would have hoped to achieve in a face to face workshop, giving the teens a space to communicate directly with the brand and have their voices heard, while also equipping them with greater knowledge and background to help surface even more relevant ideas in our panel.

Outcomes of the project

  • We developed a deep understanding of young people’s views on sustainability and how this impacts their purchasing behaviour
  • Step by step analysis of the sustainability of the Brämhults supply chain, with identification and prioritisation of areas for improvement
  • Developed a series of innovative solutions in collaboration with the teens to help Brämhults address these important issues and improve their sustainability
  • Recruited a group of passionate young people committed to helping the brand on its mission and keen to be involved in future projects as we bring their ideas to fruition

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