Supermarket Paradox

How can we move from our traditional take-make-dispose economy, to one that has a closed loop, where materials, nutrients, and data are continuously repurposed? How could creativity make circular behaviour mainstream? This is our response, created for Albert Heijn, as a response to the briefing for Talent 2018.

In collaboration with   Lisa Burghardt   &   Alex Araque    -    March 2018


Project Details


To trigger this behaviour, we are using a basic psychological principle: increasing the likelihood of AH's customers to separate their waste by empowering their perceived behavioural control of recycling. With this in mind, we re-designed an elementary part of the shopping journey: the shopping basket. We use it as a replication of the Dutch waste separating system, leading to customers 'separating waste' at the supermarket already. And finally, when they - at home - come to the moment to throw away their waste, they have learned through perceived easiness to do so - or at least think of it, and that is all we need for the long run.


The Dutch government wants to increase the households that separate their waste by 33% until 2020. To support this, we want to trigger this behaviour at the heart of the Dutch food cycle: Albert Heijn.


The place where you buy your food, is the place where you buy your waste.