Nestlé Taiwan × RETHINK | 2021
By translating fragmented and complex recycling information into intuitive consumer guidance, we spearheaded Taiwan’s first Recycle Index as a digital catalyst for circular behavior.
Design for shaping sustainable awareness and behavior
To cultivate informed consumer participation in circular systems, Nestlé Taiwan partnered with NGO RE-THINK to launch the Nestlé Recycle Index. This strategic initiative elevates environmental awareness into repeated, traceable recycling behaviors by providing clear guidelines for over 500 SKUs.
For every product, the platform offers comprehensive instructions, ranging from component sorting and step-by-step recycling tips to concise contextual knowledge. Serving as both a sophisticated environmental service and a public education tool, the Index enhances consumer literacy and facilitates meaningful behavior change through accessible information.
Design for creating shared value
A critical tension surfaced when navigating ‘design-for-recycling’ packaging, such as mono-materials, that had outpaced local recycling regulation. To resolve this, I reconciled the diverse expectations of NGOs, local regulations, and our global packaging strategy. We introduced a transparent category: ‘Designed for recycling, but not yet applied locally.’ This strategic inclusion bridged the gap between global sustainability ideals and local realities, upholding brand integrity by ensuring transparency without misleading the public.
Design for action: simplifying the complexity
Recognizing that complex instructions often lead to consumer inertia, we intentionally streamlined the process of recycling tips into 3 intuitive steps.
We also embedded clever “nudges”, such as instructing users to tuck paper straws inside the Tetra Pak before disposal. This small but strategic tip ensures that small components aren’t lost in the waste stream and are recycled as a single unit. By transforming technical disposal into a series of effortless habits, we converted a daunting environmental task into an achievable daily routine.
The impact of this communication strategy is measurable: as of October 2025, the platform has generated over 240,000 engagements, with 90% of users reporting an increased willingness to recycle, proving that well-designed guidance can effectively convert awareness into action. To ensure this impact extends beyond digital touchpoints, over 80% of Nestlé Taiwan products now feature on-pack Recycle Index guidance, placing a direct call-to-action at the exact moment of use.
Site Title 