#WBD Blog

Haleon makes recycling rewarding

The recent partnership between Haleon and recycling app developer Bower show a milestone in brand innovation and consumer engagement. The partnership showcases how brands can create meaningful impact while strengthening their market position.

Using Bower’s AI technology (developed in collaboration with Google) Haleon is encouraging people to recycle their empty packaging with an incentive to earn rewards. The initiative transforms a routine activity into an engaging experience, using technology for brands to build deeper connections with their consumers while promoting sustainability.

As one of the first consumer healthcare companies to embrace this technology, Haleon is setting new standards for the industry. The programme delivers multiple benefits: environmental education, convenience through clear recycling instructions, and monetary rewards through points that can be converted to cashback, coupons, or charitable donations.

Haleon’s commitment this partnership demonstrates that environmental responsibility and business growth are not mutually exclusive but rather complementary goals that strengthen brand value and market position.

**Commentary: There has been much discussion and some data on people’s ability – or inability – to recycle post-use packaging effectively. Consumers generally expect governments, manufacturers and brand owners to take responsibility to ‘solve’ the planet’s problems. For some people, sustainability is a fundamental driver of behaviour. For many others, they will take some steps to contribute but, at the first sign of more important considerations, price or convenience for example, they revert to old behaviours or stick their fingers in their ears. Perhaps this is harsh, but the point is we need to find better ways to encourage people to turn words and good intentions into action.

Consumer recycling is not the answer to the macro-problem, but these marginal gains or small steps are important, as much for their nudge effect on awareness, attitudes and actions as in the tangible impact they have on recycling.

**As usual, it is brands that lead the charge. Brands need partners to do this and what Bower adds is a model that would be too complicated for one manufacturer to set up or run single-handedly. It offers a scalable solution that multiple brands can use and, if it works, will add to consumer appeal and other benefits.****This is a simple but potentially effective idea. It marries the rapid growth of digital businesses offering vouchers and promotional offers with the brand owners’ need to be proactive in the management of their green performance. The ability to convert points into charitable donations is a nice addition. Time will tell if it works, but trying it seems a win-win opportunity. Also, kudos to Haleon who have appeared before in #whatbrandsdo for environmental initiatives.**Find out more about Haleon and the Bower recycling app.