SECOND LIFE JACKET
 

​CHALLENGE:  To encourage consumers to recycle their life jackets via the Second Life rertailers, reducing land fill.​

​​

SOLUTION: Collection channels diversification by partnering with servicing stations to identify faulty life jackets.

​

​

​

​

​

​

​

​

​

​

​​

​

​

​

​​

​

​

​

​

​

​

​

​

 

 

​

​​

​

​

​

After doing a PESTLE and personas analysis, it was clear that targeting individual consumers to personally recycle their lifejackets would not have a high impact on SLJ's reach nor acquisition of consumers. Most lifejacket users are affiliated to clubs and get thier lifejackets through these, and, if they own a lifejacket, the fact lifejackets last 6-10 years indicates that a person will scarcely dispose of them in their lifetime. Thus, efforts to constantly market SLJ to individuals would be ineffective. Nudging indicates
that the time of an intervention is crucial, being most effective in moments of change (United Nations et al, 2020). Thus, working with servicing stations guarantees the biggest, concentrated time and place of contact with individually owned lifejackets needing to be disposed of, and the nudging potential. The 'Servicing Strategy' will benefit SLJ by expanding its collection channel and confronting need with solutions in situ, freeing the consumer from solutionsearching and defaulting them into the ¨Servicing scheme'

​​​​​​