We all know the saying “there is a lid for every pot” but that doesn’t seem to be correct anymore. We are pretty sure you have no clue what it is just by looking at the picture, right? What we can reveal is that it has a groundbreaking design and is made from a planet purpose vision. Moreover, that it easily could have a disruptive impact on the way we do our care product purchases in the Future…

Nepenthes is a fully recyclable bottle, designed by the German architect Marilu Valente. The special feature of this bottle, is that is doesn’t have a feature. It consists out of one piece of material, so in the recycling process it is not needed to split any caps or lids. Aldi, in cooperation with Cyclic Design, spotted this object and they are trying to adopt this in their stores. The plan is to start adding it to the beauty and care products, Nepenthes sure is a good design for a shampoo bottle. But firstly the companies and Valente are testing the possibilities to refill instead of recycle, to add more value to sustainability.

The Aldi store has set goals to make a 100% of their own brand packaging recyclable in 2022 and to lower the use of packaging in total by 30% before 2025. Aside from the fact that these are ethically good goals, Europe is also putting pressure to limit the use of plastic. Which makes recycling no longer an eco-topic, recycling is officially ‘mainstream’. It is expected to try and be more sustainable as a company, but if you truly fight for sustainability the public will notice this and respect your business so much more.

Nowadays, 75% of all global consumers would be more likely to buy a product or service if the company is making an effort to be sustainable. Moreover, 72% of consumers want to learn about corporate sustainability initiatives, while 82% of consumers are more likely to purchase a product that represents Corporate Social Responsibility than one that does not. As they say, the numbers do not lie. Ethical brands are more popular than ever before. 

All the same, in our Distrust society, consumers demand transparency and honesty from brands so they can make well thought-out decisions that reflect positively on them. Nowadays, you are what you buy and our identity is more important to us than the products we have, and it is admirable that low budget chains such as Aldi is focussing on this too. Consumers are holding brands to a higher standard so they have a true base for valuing them; People, Planet, Positive.