09 Feb '12, 4pm

5 Lessons in Futureproofing Products from Brown Toilet Paper

5 Lessons in Futureproofing Products from Brown Toilet Paper

Sustainability. In the case of Moka, sustainability goes without saying -- a 25 percent reduction in environmental impacts in production, according to a scientific product life-cycle analysis. But it also goes without saying that this is practical sustainability , without compromise to product performance. As Isabelle Faivre told me, it was job one to guarantee the paper would be incredibly soft, and strong. Innovation. I always find it incredible how many companies have no formalized process for creating everything from incremental to radical innovation. To succeed, you need to know what you're going to launch this year, and in five years. With Moka, it seems Cascades was thinking far beyond a first launch when it came to marketing their original beige napkins. Design. Interesting design note on Moka: 20% of the material used is corrugated cardboard. This gives the paper ...

Full article: http://www.greenbiz.com/blog/2012/02/09/5-lessons-futurep...

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