Consumers want to buy green, but dont know where to look. Green needs to become more visible.
T.A.G, (Troll & Trust Agaisnt Greenwashing) A web extension and green campaign that suggests eco-friendly alternatives and gives warnings for eco-dangerous companies during online shopping. Alternative companies will either be B-Corp certified, Climate Neutral or 1% For the Planet.
Enhance the visibility and accessibility of green-certified companies for online shoppers.
Role: UX/UI Designer, Experience Strategist,
Tools: Figma, Midjourney
Team: Kevin Kelleher (XD), Ed Kiethly (ST) , Molly Deveroux (ST), Bella Piasentin (ST)
PROBLEM
To create a tool, product or system that makes an impact on behavior or drives change on the environment and the climate.
STRATEGY
To make green-certified companies visible and accessible to consumers while shopping online.
SOLUTION
A web extension that suggests eco-friendly alternatives and gives warnings for eco-dangerous companies during online shopping. Alternative companies will either be B-Corp certified, Climate Neutral, or 1% For the Planet.
INSIGHT
It isn’t easy finding green.
Right now consumers have to do extensive amounts of research to filter out the eco-conscious from greenwashers. This process is exhausting and people are forced to give up their search for eco-friendly alternatives.
BACKGROUND
Instead of looking at problems from the consumer level, we want to shed light on corporations environmental impacts plus their greenwashing efforts. Consumers are scapegoats for corporations impacts on our planet.
100 of the largest corporations in the world are to blame for over 70% of these emissions.
Oftentimes the consumer becomes the scapegoat for these massive corporations, being told they aren't doing enough. But in reality, 79% of Americans say they want to buy from brands that are environmentally friendly. So why aren't we?
The disconnect lies in the deceptive marketing put out by these corporations through greenwashing.
Greenwashing: The act or practice of making a product, policy, activity, etc. appear to be more environmentally friendly or less environmentally damaging than it really is.
01 | OVERVIEW
T.A.G WEB EXTENSION - ECO DANGEROUS
Visibility matters, we want to show the user which corporations are eco dangerous.
When the user enters a eco-dangerous corporations website, the extension in the corner changes color based on their impact on the environment.
Green = Good
Yellow = Okay
Red = Bad
T.A.G WEB EXTENSION - ECO FRIENDLY
For Eco-friendly corporations, the extension will not try and drive the user off 0f the corporation's website but provide fun facts and alternatives that are certified either through B Corp, 1% for the planet, or Climate Neutral.
T.A.G SOCIAL CAMPAIGN
Troll Against Greenwashing (Social Solution)- A social media “troll/bot” with a witty, sarcastic, intelligent personality. T.A.G. calls out corporations on social media for greenwashing. T.A.G. wants to encourage people to join him in the fight to Troll Against Greenwashing.
T.A.G WEBSITE
Website: Digital landing page for the Trust Against Greenwashing movement. This landing page will give users access to educate themselves on our mission, blog, certification sponsors, how to join the fight, and the download link to the web extension.
02 | CREATIVE
03 | WHY IT WILL WORK
RESEARCH
According to Mintel (2022), 41% of people said they are motivated to buy a product because of environmental standard certifications (e.g., B Corp). That’s up from 35% the year before.
41% of Americans is 135m people motivated by green certifications. If we can get just 2% of that group to use T.A.G., that’s 2.7m users in the US alone.
Extension Context: On Chrome, Honey has 17 million users and Capital One Shopping has 7 million users. Given the alignment with 11,000 certified companies, we project 3 million users in year one.
More Work
You Might Like
More Work
You Might Like
Kevin Kelleher
Kelleherkp@vcu.edu
Kevin Kelleher
Kelleherkp@vcu.edu
Consumers want to buy green, but dont know where to look. Green needs to become more visible.
A web extension that suggests eco-friendly alternatives and gives warnings for eco-dangerous companies during online shopping. Alternative companies will either be B-Corp certified, Climate Neutral or 1% For the Planet.
Enhance the visibility and accessibility of green-certified companies for online shoppers.
Role: UX/UI Designer, Experience Strategist,
Tools: Figma, Midjourney
Team: Kevin Kelleher (XD), Ed Kiethly (ST) , Molly Deveroux (ST), Bella Piasentin (ST)
PROBLEM
To create a tool, product or system that makes an impact on behavior or drives change on the environment and the climate.
STRATEGY
To make green-certified companies visible and accessible to consumers while shopping online.
SOLUTION
A web extension that suggests eco-friendly alternatives and gives warnings for eco-dangerous companies during online shopping. Alternative companies will either be B-Corp certified, Climate Neutral, or 1% For the Planet.
INSIGHT
It isn’t easy finding green.
Right now consumers have to do extensive amounts of research to filter out the eco-conscious from the sea of greenwashers. 42% of corporate environmental claims made online are deceptive or false. This process is exhausting and people are forced to give up their search for eco-friendly alternatives.
BACKGROUND
Instead of looking at problems from the consumer level, we want to shed light on corporations' environmental impacts plus their greenwashing efforts. Consumers are scapegoats for corporations' impacts on our planet.
100 of the largest corporations in the world are to blame for over 70% of these emissions.
Oftentimes the consumer becomes the scapegoat for these massive corporations, being told they aren't doing enough. But in reality, 79% of Americans say they want to buy from environmentally friendly brands. So why aren't we?
The disconnect lies in the deceptive marketing put out by these corporations through greenwashing.
Greenwashing: The act or practice of making a product, policy, activity, etc. appear to be more environmentally friendly or less environmentally damaging than it is.
01 | OVERVIEW
T.A.G WEB EXTENSION - ECO DANGEROUS
Visibility matters, we want to show the user which corporations are eco-dangerous.
When the user enters an eco-dangerous corporation's website, the extension in the corner changes color based on their impact on the environment. its
Green = Good
Yellow = Okay
Red = Bad
T.A.G WEB EXTENSION - ECO FRIENDLY
For Eco-friendly corporations, the extension will not try and drive the user off of the corporation's website but provide fun facts and alternatives that are certified either through B Corp, 1% for the planet, or Climate Neutral.
T.A.G SOCIAL CAMPAIGN
Troll Against Greenwashing (Social Solution)- A social media “troll/bot” with a witty, sarcastic, intelligent personality. T.A.G. calls out corporations on social media for greenwashing. T.A.G. wants to encourage people to join him in the fight to Troll Against Greenwashing.
T.A.G WEBSITE
Website: Digital landing page for the Trust Against Greenwashing movement. This landing page will give users the access to educate themselves on our mission, blog, certification sponsors, how to join the fight, and the download link to the web extension.
02 | CREATIVE
03 | WHY IT WILL WORK
RESEARCH
According to Mintel (2022), 41% of people said they are motivated to buy a product because of environmental standard certifications (e.g., B Corp). That’s up from 35% the year before.
41% of Americans is 135m people motivated by green certifications. If we can get just 2% of that group to use T.A.G., that’s 2.7m users in the US alone.
Extension Context: On Chrome, Honey has 17 million users and Capital One Shopping has 7 million users. Given the alignment with 11,000 certified companies, we project 3 million users in year one.
More Work
You Might Like
More Work
You Might Like
Kevin Kelleher
Kelleherkp@vcu.edu