THE POSITIVE PSYCHOLOGY OF SUSTAINABLE PACKAGING. Drs. ERIK SCHOPPEN
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1 THE POSITIVE PSYCHOLOGY OF SUSTAINABLE PACKAGING Drs. ERIK SCHOPPEN
2 H.S. (ERIK) SCHOPPEN Author Sustainable Brand Leadership (Build Bridge Bond) Innovator / Designer GarbagePark.com WorldBrainWave.com HappyEnergy.com Universal Symbol for Sustainability & Positivity Lecturer / Researcher Psychology & Branding Social Neuroscience PhD Trusting Sustainability Co-Founder Miazo Consultancy Happy Energy Movement
3 SOCIAL NEUROSCIENCE PhD RESEARCH TRUSTING SUSTAINABILITY DUURZAAMHEIDSVERTROUWEN Sustainable & prosocial positioning Organisations H.S. Schoppen University of Groningen leads to Trust & behavior change Stakeholders
4 SOCIAL NEUROSCIENCE PhD RESEARCH TRUSTING SUSTAINABILITY AFFECTIVE PRIMING - IMPLICIT ASSOCIATION TESTING ouderwets ouderwets innovatief innovatief
5 written language spoken language cortex FRONTAAL KWAB informatie wordt kort opgeslagen voor direct gebruik limbic stam CULTURE & TRADITIONS REASON & PLANNING RATIO HUMAN FEELINGS & EXPRESSIONS EMOTIONS MAMMAL PRIMARILY PHYSIOLOGICAL NEEDS INSTINCTS REPTILE PRIMING THREE STAGES OF BRAIN DEVELOPMENT HUMAN BRAINS EVOLVED TO BE MORE RESPONSIVE TO ENVIRONMENTAL INFLUENCES LIMBIC SYSTEM PALEOMAMMALIAN BRAINSTEM AND CEREBELLUM PROTO REPTILIAN BRAIN NEOCORTEX NEOMAMMALIAN CONDITIONING PERCEPTION (AWARENESS COGNITION (MEMORY BEHAVIOR (DECISION-MAKING
6 written language spoken language cortex limbic stam VERBALIZE VISUALIZE IMAGINE EMPATHIZE WHAT WE SAY COGNITION / THINKING (REFLECTIVE BEHAVIOR) - SLOW RATIO KNOWLEDGE & ARGUMENTS WHAT WE DO AFFECTION / FEELINGS / CONATION (INTUITIVE BEHAVIOR) - FAST EMOTION TRIGGERS & MOTIVATIONS WHAT US DRIVES INSTINCT / REFLEX (INVOLUNTARY ACTION) - INSTANTANEOUS CONSCIOUS UNCONSCIOUS 1993
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8 written language spoken language FRONTAL LOBE cortex information shortly stored for direct usage limbic stam RATIO information coordination to right parts cortex Sensory input Smell PRIMING Information is encoded to relevant facts LIMBIC SYSTEM PARIETAL LOBE sends sensory information to the right parts in the cortex Thalamus EMOTION Amygdala encoded information gets stored in short and long-term memory TEMPORAL LOBE encoded information is stored indien nodig worden herinneringen weer geactiveerd information gets encoded and stored information gets encoded and stored Hearing CONDITIONING OCCIPITAL KWAB Sensory memory PERCEPTION (AWARENESS COGNITION (MEMORY BEHAVIOR (DECISION-MAKING 8 Gehoor
9 BRAIN SCANS ON RELEVANCY FEELING LESS STRESS SECURE PHYSICALLY & EMOTIONALLY
10 DUAL PROCESSING BRAIN SYSTEM 1 - Fast & always on Irrational & emotional Subconscious Intuitive & associative Automatic & reflexive Large Capacity - Effortless No control - Holistic No language SYSTEM 2 - Slow & quickly down Rational & Logic Conscious Reasons & rules - Requires attention Small Capacity - Effortful Control - Details Language involved
11 (Emotional) information goes, via the thalamus to the amygdala, and the cortex, through two routes. Implicit system 1 (fast, unconscious & automated) for fast intuitive emotional reactions/decisions Explicit system 2 (slow, conscious & reflective) for slow reasoned rational choices
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13 +/ causalties hospital emergency All wounds caused by clamshell/oyster packaging
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15 :-) :-\ :-(
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17 BRAND ASSETS MENTAL PHYSICAL Function RATIONAL Brand-Identity EMOTIONAL Self-Identity SOCIAL BEHAVIOR Society
18 PERCEIVED ECONOMIC CLIENT VALUE BUILDING CLIENT VALUE Long Term [perceived quality] unique Why Purpose Concern Trust Who PARTAKING exchangeable Experiential Sharing values Emotional response What PROMISE beneficial Instrumental conditions Short Term CREATING DIFFERENTIATION [building relationships]
19 It is about brand utility (what products do for you): is it just the intrinsic product utility value in itself, or is it the subjective value assigned by other factors HOW DO YOU DECIDE WHAT IS VALUABLE? PEOPLE VALUE A BRANDED PRODUCT HIGHER, WHEN ONE GETS A GREATER BRAND EXPERIENCE. (NOT BY OUR SENSES BUT BY OUR BELIEF SYSTEM)
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21 BELIEVABLE VALUES HAPTIC EXPERIENCE
22 BELIEVABLE VALUES HAPTIC EXPERIENCE POSITIVE EMOTIONAL RESPONSE
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24 ratio & short term planning emotion & reward In human evolution, a sustainable lifestyle, positive thinking and social awareness of others, made us intuitively feel better.
25 Getting energy from living in balance open for change feeling of hope showing confidence leadership having trust in the future impuls opportunity responsibility belonging short term happiness long term happiness Dopamine Endorfin Serotonin Oxytocin motivation, reward & pleasure pain reduction & euphoria well-being & happiness intimicy, love & social bonding
26 DANCE FESTIVALS ID&T/WSX MysteryLand
27 FIELD RESEARCH First Mobile B5 Implicit Association Response Test in the world ID&T/WSX MysteryLand
28 Connection maps showing main pathways The Human Connectome Project
29 IMPLICIT ASSOCIATION TEST BIG FIVE - MAIN DIMENSIONS HUMAN PERSONALITY TRAITS The strongest connection wins (fastest response) H.S Schoppen University of Groningen
30 BIG FIVE PERSONALITY 5 DIMENSIONS HUMAN PERSONALITY TRAITS Openness Agreeableness Extraversion Conscientiousness Emotional stability Test results within ±4 minutes H.S Schoppen University of Groningen
31 TRUST IN SUSTAINABLE FUTURE TO THE WORLD (sociability) friendly social happy / energetic amiable / kind easy / confident RATIONAL (conscientiousness) precise ambitious careful patient independent OPENESS (change readiness / experience) open-minded dreamer / curious fantasy / thinker happy / optimistic idealist / flexible STRONGEST SEMANTIC CONNECTIONS (associations) EMOTIONAL (vulnerability) lively impatient / impulsive worrisome stress / cautious critical TO THE PEOPLE (consideration) responsible open-hearted sensitive content / satisfied caring / belonging *preliminary results H.S. (Erik) Schoppen
32 TRUST IN SUSTAINABLE FUTURE TO THE WORLD (sociability) friendly social happy / energetic amiable / kind easy / confident RATIONAL (conscientiousness) precise ambitious careful patient independent OPENESS (change readiness / experience) open-minded dreamer / curious fantasy / thinker happy / optimistic idealist / flexible STRONG CORRELATION BETWEEN POSITIVE THINKING EMOTIONAL AND (vulnerability) SUSTAINABLE LIVING lively impatient / impulsive worrisome stress / cautious critical TO THE PEOPLE (consideration) responsible open-hearted sensitive content / satisfied caring / belonging *preliminary results H.S. (Erik) Schoppen
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34 recourses product waste production use recycle CLASSIC APPROACH
35
36
37 recourses product waste production use recycle reuse
38
39
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41 recourses product waste production use recycle FROM EGO-SYSTEM TO ECO-SYSTEM recycled production reuse minimum waste recourses product product reuse production use recycle
42 PROVIDING NEW MEANING WITH PACKAGING IN THE CUSTOMER JOURNEY EMOTIONAL ENGAGEMENT ECO-SYSTEM recycled production reuse minimum waste recourses product product reuse production use recycle PRODUCERS WORK WITH CONSUMERS AS PRODUCERS
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44
45 PACKAGING PART OF A GREATER ECO-SYSTEM
46 PACKAGING PART OF A GREATER ECO-SYSTEM BRAND EXPERIENCE DESIGNER BRAND & DESIGN MANAGER
47 Generation-Transcending Leadership Creating happiness in a new global sustainable era Positive pro-social view & future-environmental approach Unite for One World
48 Passing on knowledge
49 THANK YOU
50 QUESTIONS? LIKED THIS LECTURE? SHARE: TWITTER / LINKEDIN CONNECT Linkedin.com/erikschoppen Method Follow erik@miazo.com
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