The importance of demonstrating & promoting a brand’s social responsibilities as they relate to sustainability & what it means to be a socially and environmentally responsible global enterprise in the marketplace is becoming essential to a world-class marketing strategy.

Brands either look to incorporate sustainability in their brand marketing strategies or in some cases base the core of their brand around their sustainability work and its messaging.

As brands seek to address this challenge, they look to GPAS Sustainability Services (GPAS²) to both promote & enable packaging re-use, whilst supporting brand awareness, loyalty & creating an eco-friendly brand image associated with sustainability. GPAS² is used to deliver this strategy whilst also unlocking rich business intelligence through harnessing product & packaging lifecycle information from their value chain & the consumer re-use of eco-friendly packaging.

How it Works

GPAS² enables a brand’s reusable packaging to be uniquely serialised (within a QR Code), recording all stakeholder participation in the eco-friendly value chain while also providing a gateway for consumers to engage with the brand’s products.

GPAS² is a cloud-based service that delivers both consumer engagement capabilities and valuable business intelligence services specific to sustainability use cases.

This is achieved by:

1) GPAS² engaging with the Clients manufacturing partners to enable product/packaging to be individually serialised.

2) GPAS² capturing all product & packaging lifecycle events : packaging manufacture, purchase refill, reuse or recycling. A unique serial # is key to reporting.
A QR code is essential to consumer mass-usage.

3) GPAS² enabling the delivery of a sustainable, personalised branded message when the Consumer engages with the product/packaging via a QR barcode scan based on a variety of use cases including packaging re-use and recycling.

4) GPAS² aggregating both product & packaging lifecycle events with consumer engagement use case data into actionable business insights & intelligence

GPAS² & Social Innovation

GPAS has a rich history of enabling social innovation, supporting corporate social responsibility programs & enabling positive brand association & promotion based on sustainability principles.

In 2010 GPAS during its initial pre-commercial product launch collaborated with mPedigree, a Ghana-based non-profit social enterprise network to provide a “potentially life-saving service that targets counterfeit pharmaceuticals by enabling people in Nigeria and Ghana to easily check the authenticity of their malaria medication”. The initiative was an HP corporate sponsored social innovation program which was recognised by a 2011 Wall Street Innovation Awards for our “Innovative technology” and the “Societal benefit” it delivered.

Furthermore GPAS² is an example of how Micro Focus’s Corporate Social Responsibility (CSR) program demonstrates its commitment to societal economic development as we to look to assist global brands promote sustainability programs like our own Micro Focus ‘Inspire’. Through ‘Inspire” we are shifting to a lower carbon economy to support the impact of climate change through an improved management of relationships with employees, suppliers, customers and communities.

In response to the commercial success of GPAS² and the ever-increasing use cases relating to sustainability we launched GPAS Sustainability Services – GPAS² bringing our technology & domain experience to assist brands generate brand equity from their sustainability-led programs.

GPAS² – Sustainability RD&I – Academic Collaboration

GPAS² has an ongoing collaboration with Professor Dr. Steve Simske of Colorado State University (CSU) the #1 ranked university for sustainability & environmental programs and their School of Global Environmental Sustainability (SoGES).

Their joint mission includes “conducting innovative research that leads to new and deeper understanding of sustainability issues” & collaborating with “the public, decision-makers, and other stakeholders to translate discoveries into useful information and practical solutions to pressing environmental problems”.

This GPAS² collaboration is spearheaded by a research programme called REPACK – Re-use Efficiency Packaging with Analytics for Customized Knowledge program whose goal is to “provide a roadmap for how an engaged community can learn to provide higher sustainability,”

This programme has three specific areas of focus which seek to increase packaging reuse adoption through the use of GPAS² technology

  1. Investigating how to optimise the encoding of readable information onto packaging & exploring the best ways to convey reuse information to consumers via mobile phones
  2. Investigating how best to insert reuse of the package into the supply chain
  3. Investigating how to engage diverse populations in the reuse in support of multiple reuse cases.

Steve Simske Bio :

Dr. Simske is a former HP Fellow, Vice President, and Director in HP Labs. He is the author of more than 450 publications and more than 200 US patents (many more worldwide). Steve was a member of the World Economic Forum Global Agenda Councils from 2010-2016, including Illicit Trade, Illicit Economy and the Future of Electronics. In his 20+ years in industry, Steve directed teams in research on 3D printing, education, life .sciences, sensing, authentication, packaging, analytics, imaging and manufacturing. His books “Meta-Algorithmics” and “Meta-Analytics” address intelligent systems. He is currently co-authoring books on Industrial Inkjet Printing (Wiley, 2nd ed., 2021) and Text Analytics (2020).

Use Cases

Beauty Kitchen/Unilever Product Recycling

Beauty Kitchen, the leading supplier of eco-friendly packaged and produced skincare products wanted to deliver a sustainability-centric branded experience for its consumers.

Beauty Kitchen’s re-usable packaging is individually serialised by GPAS at their packaging manufacturers and product/packaging data is captured by GPAS² throughout the lifecycle of the product from point of manufacture, fill and refill to the point of eventual disposal.  Consumer engagement (via scanning the QR Barcode on the packaging) delivers a personalised sustainability-led branded experience.

Lifecycle & consumer engagement data which is rich in business intelligence & insights is then mined by Beauty Kitchen from within GPAS².

Soft Drink Recycling Reward Promotion

Brand X is a global soft drinks company looking to deliver a branded recycling promotion to engage their consumer base under the premise of “scan the bottle to redeem a reward when you recycle our product at a nominated nearby recycling location”.

Every bottle of Brand X is serialised by GPAS² at the point of manufacture with all relevant product manufacturing data captured by GPAS². As the consumer scans the QR barcode on the packaging, GPAS² determines their location based on geo-location settings or IP address to be able to determine how far they are from the nearest recycling location. Furthermore once the consumer looks to recycle the product and redeem their reward GPAS² once again verifies their location within an acceptable geo-fenced area around the recycling location to validate the recycle and reward the consumer based on the chosen promotion reward.

Coffee Packaging Recycling Loyalty Program

Brand Y is a global coffee manufacturing company who are committed to ensure sustainability across all operations, from coffee sourcing to capsule recycling. Core to this strategy is the creation of long-lasting consumer relationships through the concept of Club Members who are supportive of the brand’s sustainable recycling goals.

Their recycling-loyalty program is based on the premise of encouraging and enabling members to return their used coffee capsules in a freepost recycling bag that is received and validated at a recycling centre, resulting in a loyalty program reward for participation.

Brand Messaging Promotion Program

Fonterra is a global dairy company who have suffered from negative brand perceptions due to food safety and ecological concerns. In response Fonterra launched a global initiative seeking full control over their supply chain with the capture of all traceability events. The marketing & brand promotion aspect of this program seeks to leverage these improvements to promote a positive brand message built on consumer trust & transparency.

GPAS² delivers the traceability across the supply chain through serialisation and track/trace and puts event data to work through analytics and data visualisation which is demonstrated to stakeholders in corporate briefing centres as illustrated below.

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