After having done extensive research into their target market, consisting of students from elementary school to college, the team at ACCO Brands concluded that sustainability defines this target market as a generational core value.
With this in mind, the team created a Mead® product line called We Mean Green™, dedicated to sustainability. The sustainable principles of this product line correlate with one of our overarching values at ACCO Brands – acting responsibly in our global community.
The Back-to-School (BTS) line is comprised of notebooks, composition books, filler paper and folders. Each component of the products within the line are made sustainably: the covers, paper and packaging are made with 100% recycled material; the composition book tape is made with recycled content; and all designs are printed using non-toxic vegetable ink. Additionally, most materials are compostable.
“As the line and our related research progressed, we realized that sustainability means something a little different to everyone. Whether we made products with recycled content or that have eco-friendly features, reduced our carbon footprint, up-cycled/recycled where able, or placed an emphasis on social responsibility, we wanted to develop a product that defined our impact and provided differentiation from our competitors, but the one constant was our consumers’ commitment to the environment,” said Tracy VanHeulen, Product Manager – Student Fashion.
“The successful placement of this line is the culmination of months of cross-functional collaboration, innovation and true teamwork. From Sourcing to Operations and Manufacturing, Editorial and Creative, Sales and Channel, Forecasting and Supply Chain; all teams had a true passion for this project,” said Abbey Blundell, Product Manager – Student Notetaking.
Mead We Mean Green™ is available at Target this BTS season, with each product selling for $3.99. Over the upcoming BTS seasons, the team plans to expand and evolve the line across formats and retailers, both online and in-store.