A large group of independent opticians has come together for a recycling initiative and campaign. The goal is to transform worn-out glasses into new purposes.
Too many glasses are thrown away after just a few years—without being recycled. This is the belief of OptikTeam, which includes 167 independent opticians in Denmark.
Therefore, these independent opticians are launching a new sustainability concept and accompanying campaign. The aim is to take old glasses, which would otherwise be thrown away, and turn them into stools, hangers, glasses trays, and mirrors. All of these products are intended to be used in the opticians’ stores.
According to Morten Tornbjerg, CEO of OptikTeam, this is a well-thought-out strategic move for the independent opticians.
“It’s about having an extra strategic leg to stand on. And because we believe we have a responsibility toward the environment. The optician industry’s products are not green, but we can make a difference by closing the loop on the life cycle of glasses, so they serve a new purpose in new products instead of ending up in the incinerator as waste,” he wrote in an email to the media, Markedsføring.
In a press release, he also mentions that the purpose of this initiative is to differentiate OptikTeam’s opticians in a highly competitive market.
“We can’t position ourselves solely on expertise and prices—but we can differentiate ourselves on sustainability.”
The campaign material was developed by The Unicorn/Step. They also previously conducted a survey showing that 78% of Danes believe businesses should take responsibility for the green transition.
Here’s an example of the campaign material created by the agency:
“A huge waste”
The sustainability initiative was developed in collaboration with glasses manufacturer Bellinger, which has created a specific recycling concept for glasses. The initiative is therefore named “Bellinger House Circle.”
They are excited that the idea is now really coming to life with OptikTeam.
This is what the new recycled products may look like. The plastic from the glasses will, among other things, be used as electronic waste when creating the new products.
“The approximately six million old glasses frames that Danes have lying around pile up in drawers or often end up being incinerated. Glass, plastic, metal—the whole lot. It’s a huge waste,” says Hans Lilleør, Sales Manager at Bellinger and the brainchild behind the project, in a press release.
“With our initiative, consumers can walk into the store and see their discarded glasses in a whole new form. The resources can be used again and again because the most amazing thing is that the material we’ve developed can be melted down up to 8-9 times without losing its properties,” he says.
OptikTeam does not disclose how much has been invested in the concept and campaign, but in a follow-up email to Markedsføring, CEO Morten Tornbjerg writes:
“OptikTeam believes in the idea and has set aside a significant amount to help our members get started with the sustainability initiative.”
Unclear name?
Morten Tornbjerg offers this explanation for the initiative’s name, which doesn’t immediately scream green or recycling:
“Bellinger House developed the concept, and ‘Circle’ refers to the circular consumption the project hopes to achieve in order to reduce wasted resources,” he writes.
Isn’t there a risk with the name for the project, which in no way signals recycling or sustainability, that absolutely no customers will understand what it’s about?
“Yes, that’s a valid point, but for that reason, we’ve made sure to clearly signal RECYCLING in all the marketing materials to the stores,” writes Morten Tornbjerg.
The production of the recycled products will take place in Denmark, in collaboration with the City of Copenhagen and “a social-economic facility for socially disadvantaged youth,” according to the press release.
This article was written by Ole Obitsø and originally published on Markedsføring.