There’s data to bolster the approach: Between Thanksgiving and New Year’s Day, Americans toss between 25% to 43% more trash than during the rest of the year, per the South Carolina Department of Health and Environmental Control.
Meantime, roughly 138 million consumers—52% of the U.S. population—reported receiving at least one unwanted gift. And more than $8 billion is spent on those dud presents nationally, with nearly 10% of the items ending up in landfills, according to Finder research.
‘Circular’ thinking
Tung, known for her role in Prime Video’s hit series The Summer I Turned Pretty, already has an existing relationship with Coachtopia as an ambassador. In bringing the brand’s “origin story to life,” Tung said the spot “reminds us of the beautiful things we can create with waste when we think in a more circular way.”
The spot features a number of Coachtopia products made from “upcrafted,” recycled or recyclable materials.
The anti-waste theme will extend through the marketing, where the brand will “replace extreme promotions, flash sales and FOMO-focused messaging” with gift guides that detail Coachtopia’s carbon footprint reductions versus comparable styles made with new materials.
The brand continues to take returns at its retail outlets, in exchange for store credit, so unwanted items can be remade and resold.
