# Anti-Plastic Hynotherapy Sessions Cano Hypnotherapy Encourages People to #BreakUpWithPlastic By Laura McQuarrie | Published 2023-10-30 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/cano-hypnotherapy References: [designtaxi](https://designtaxi.com/news/425520/Canned-Water-Brand-Resorts-To-Hypnotizing-The-Public-To-Stop-Plastic-Waste/) & [instagram](https://www.instagram.com/p/Cy3OU5SNfFC/)  As part of its ongoing #BreakUpWithPlastic movement, Cano Water tapped professional hypnotist Damien O’Brien to lead a Cano Hypnotherapy session to encourage participants to let go of plastic in favor of [recyclable aluminum cans](https://www.trendhunter.com/trends/cocacola-and-merlin-entertainments). For this initiative, Josh White, co-founder of Cano Water, sought out an idea "smart enough to drive home a [serious message](https://www.trendhunter.com/trends/creative-promotional-campaign).” The brand approached the serious subject with humor, recognizing its ability to disarm and engage audiences, making the topic more accessible and encouraging open conversations about it. As a result, the brand hopes to get people laughing in disbelief about the antics, while reflecting on their own [relationship with plastic](https://www.trendhunter.com/trends/nicotine-addiction) and how its use has a lasting impact on the environment. ## Trend Insights (Trend Hunter) - Score: 3.8/10 - Popularity: 39% | Activity: 57% | Freshness: 18% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### Key Themes Behind This Trend - **Humorous Environmental Campaigns:** Cano Water's #BreakUpWithPlastic movement uses humor to engage audiences and encourage conversations about plastic waste. - **Hypnotherapy for Behavioral Change:** Cano Hypnotherapy sessions led by hypnotist Damien O'Brien aim to help participants let go of plastic and embrace recyclable alternatives. - **Aluminum Cans as Plastic Alternatives:** Cano Water promotes the use of recyclable aluminum cans as a more sustainable option to replace single-use plastic bottles. ### Where This Applies - **Beverage Industry:** Cano Water's initiative highlights opportunities for beverage brands to address plastic waste through innovative marketing campaigns and sustainable packaging options. - **Wellness Industry:** The use of hypnotherapy to promote behavioral change creates new opportunities for wellness professionals to help individuals break unhealthy habits. - **Eco-friendly Packaging Industry:** The growing demand for sustainable packaging solutions, such as aluminum cans, presents a disruptive innovation opportunity for companies in the packaging industry. ## Related on Trend Hunter - [Plastic Intervention Programs](https://www.trendhunter.com/trends/plastic-intervention.md) - [Eco-Conscious Canned Water](https://www.trendhunter.com/trends/wenlock-spring.md) - [Plastic Reduction Concierges](https://www.trendhunter.com/trends/sodastream-sustainability-concierge.md) - [Can-Based Cleaning Kits](https://www.trendhunter.com/trends/clean-can-starter-kit.md) - [Recycling Advocate Holograms](https://www.trendhunter.com/trends/great-cable-challenge.md) - [Canned Enhanced Water Drinks](https://www.trendhunter.com/trends/shinewater-cans.md) - [Low-Waste Cleaning Campaigns](https://www.trendhunter.com/trends/cult-of-clean.md) - [Plastic-Negative Beauty Brands](https://www.trendhunter.com/trends/aora-mexico.md) - [Stress-Reducing Garbage Initiatives](https://www.trendhunter.com/trends/trash-time-out-campaign.md)