Driving Impact Through Retail: Fabrica X’s Plastic Circularity Pop Up Helps To Change Minds & Behavior in Hong Kong
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Through fun and relevant experiential programming, Fabrica X is educating Hong Kongers about ocean plastic waste and shifting consumer behavior around recycled materials.
Last year, Fabrica X, the Impact Retail concept store operated by The Mills Fabrica in Hong Kong, launched a signature campaign highlighting ocean plastic waste by featuring a selection of sustainable brands with innovative products that make use of recycled plastic waste as raw materials to create innovative consumer products.
With an aim to educate consumers about sustainable consumption from multiple perspectives and to reverse the habit of fast-paced consumerism, “Plastic Circularity: Trash to Treasure Pop Up” offered innovative products, mini-exhibitions, and experiential workshops spanning three key areas: Sustainable Retail, Education, and Experiential Discoveries.
Focusing on ocean plastic waste and plastic recycling, Fabrica X featured a selection of trailblazing sustainable brands, including Fullup., Moral Bags, Selvaage, W;ink Atelier, Rising Lotus, Resolar and OCIN, all of which advocate for the use of recycled waste or ocean-bound plastics as a source of raw materials with which to create a variety of forever fashion wardrobe pieces.
In addition to showcasing conscious lifestyle products, Fabrica X partnered with The Ocean Material Group to host several Ocean Material Recycling Workshops and a mini-exhibition. All plastic waste used in the workshop series was collected locally from HSBC Clean Waterways Program‘s solar-powered boats and The Mills’ shopping mall, after which it was sent to New Life Plastics to be processed into flakes. During the workshops, participants experienced the fun of making everyday products from rulers to coasters using small-scale recycling machines.
Throughout the campaign period, 254 plastic bag upcycling workshops were also held and attended by close to 1,300 participants who made upcycled handicrafts- from cardholders and lampshades to Christmas ornaments- during the sessions.
Fabrica X hopes that its Impact Retail strategy can instill a mindset change in workshop participants through an experiential, educational, and sustainable retail model. Surveys were conducted to find out participants’ understanding and acceptance of different knowledge areas (note: there was a 19% survey uptake):
On knowledge gain – participants became more aware of the issue of plastic pollution for the marine ecosystem, human health, and ways of tackling these issues from an individual capacity
58% of participants were able to gain more knowledge in four key areas of ocean plastic pollution – ocean plastic pollution, the impact of plastic on marine ecosystems, the impact of plastic on human health, and the usefulness of plastics.
73% of participants gained a deeper understanding of ocean plastic pollution and the impact of plastic on marine ecosystems.
On the intention to live more sustainably – after understanding the context of ocean plastic pollution in the world and for Hong Kong, participants showed a higher willingness to practice sustainable habits like reduce, reuse, and recycle.
Having learned more about the key issue raised in this year’s Impact Retail concept, 67% of participants said they are more willing to practice reducing, reusing and recycling in their daily lives.
On promoting a circular economy – participants understand that although plastic is environmentally damaging, it has its usefulness, especially when used in a circular manner. As such, participants are more willing to not only recycle but activity consider buying items made in a circular way, such as items made from recycled polyester.
73% of participants said they gained a better understanding of the usefulness of plastic after the workshop, which in part helped motivate participants (89%) to recycle more in their daily lives and express a higher willingness to buy items that are upcycled from plastic waste (88%).
On reducing plastics – It is equally important for Fabrica X to introduce the attitude, values and mindset change that is needed to reduce the unnecessary consumption and usage of plastics. Through our workshops, participants showed a higher intention to reduce and reuse where possible.
75% of the participant learned more about the dangers of plastic pollution to our health through our exhibition. This in part motivated them to be more likely to reduce (86%) and reuse (76%) where possible.
In the long run, Fabrica X aims to catalyze a mindset change where an individual’s values and attitudes can lead to the intention to adopt a more sustainable lifestyle through a mix of educational exhibitions, experiential/hands-on workshops, and exposure to sustainable retail brands, including a new ‘Biomaterials‘ campaign spotlighting innovations in a new generation of plastic-free materials made adapted to textiles and lifestyle products.
Visit the store to celebrate the wonder of biomaterials now.
All photos courtesy The Mills Fabrica.
This is a Green Queen Partner Post.