Aiming to target the culprits of printed paper waste, Green Nation created the Deforested Desktop. In order to raise awareness on how printed paper and deforestation are connected, the changing desktop background begins as a lush green background and slowly becomes a more barren scene as an office worker prints more documents.
The Deforested Desktop app has already been installed at more than 50 huge companies, serving as a reminder that all this paper comes from somewhere and people should think twice before they hit the print button—or better yet, go completely paperless.
Examples like this are indicative of a shift consumers are making to better themselves or the environment, where some form of shame, guilt or embarrassment is involved in the process of calling them out on a specific behavior.
Why This Trend Is Growing
- Shaming Behavior
- Opportunities for disruptive innovation exist in creating technologies or apps that effectively shame or guilt individuals into changing wasteful or harmful behaviors.
- Paperless Solutions
- Opportunities for disruptive innovation exist in developing cutting-edge technologies or software that facilitate seamless paperless processes and reduce the need for printing.
- Environmental Awareness
- Opportunities for disruptive innovation exist in designing and implementing campaigns, products, or services that raise awareness about environmental issues and inspire behavioral change.
Industries Being Reshaped
- Technology
- Disruptive innovation opportunities can be found in the technology industry by creating innovative software or apps that promote paperless practices or encourage sustainable behaviors.
- Printing and Paper
- Disruptive innovation opportunities can be found in the printing and paper industry by developing eco-friendly printing technologies or alternative solutions that reduce paper waste.
- Environmental Conservation
- Disruptive innovation opportunities can be found in the environmental conservation industry by establishing initiatives, campaigns, or services that raise awareness about deforestation and its connection to paper waste.
