Deplastify the Planet

The Challenge

Diageo, a global leader in premium alcoholic beverages, challenged our team to explore how their bar and venue experiences could be made more inclusive for neurodivergent individuals while reducing environmental impact. The project, titled "Deplastify the Planet," aimed to create sustainable and equitable solutions that would enhance the social experience for all customers.

Project Goals

• Identify barriers to inclusion for neurodivergent individuals in bar settings
• Develop sustainable solutions that reduce plastic waste
• Create innovative approaches that benefit all stakeholders
• Design implementable solutions with varying levels of complexity

Key neurodiversity concepts that informed our approach

Research & Insights

We conducted extensive interviews with neurodivergent individuals to understand their experiences in bar and social settings. Our research revealed key pain points including overwhelming sensory environments, difficulty with social planning, and limited options for those who prefer non-alcoholic alternatives.

Key quotes from our research participants highlighting needs and challenges

Solution Matrix

Based on our research, we developed a matrix of solutions that varied in implementation complexity and proximity to Diageo's core business. This approach allowed us to present options that could be implemented immediately alongside more ambitious long-term initiatives.

Solution matrix mapping implementation ease against business alignment

Key Solutions

1. Bar Finder App

We designed a bar finder application that helps neurodivergent individuals locate venues with accommodations that match their specific needs. The app includes filters for noise levels, lighting, available quiet spaces, and sensory tools, empowering users to make informed decisions before visiting a venue.

2. Functional Ingredients

We proposed incorporating functional ingredients like lion's mane, kava, and lavender into Diageo's non-alcoholic beverage line. These ingredients not only provide alternatives to alcohol but also offer potential benefits for reducing anxiety and stress, creating a more inclusive product range.

3. Safe Spaces & Sensory Tools

We developed guidelines for creating designated quiet areas within venues and providing sensory tools like noise-canceling headphones, fidget toys, and weighted blankets. These simple additions can dramatically improve the experience for neurodivergent individuals without major venue renovations.

4. Staff Training Module

Our team created a comprehensive training program to educate bar staff about neurodiversity and how to better accommodate all customers. The training focuses on recognizing signs of sensory overload, communication techniques, and creating more inclusive environments.

Impact Analysis

We conducted a thorough analysis of how each solution would benefit different stakeholders, including Diageo as a business, neurodivergent individuals, their friends and family, and bar/venue staff. This multi-stakeholder approach ensured our solutions created value across the ecosystem.

Impact analysis showing how each solution benefits different stakeholders

Sustainability Integration

Throughout the project, we maintained a strong focus on sustainability by:

Results & Implementation

Our project was well-received by Diageo's innovation team, who particularly appreciated the multi-faceted approach that addressed both inclusivity and sustainability. Several of our recommendations were selected for pilot implementation:

• The bar finder app concept entered Diageo's digital product development pipeline
• Staff training modules were developed for testing in select markets
• R&D began exploring functional ingredients for their non-alcoholic beverage line
• Guidelines for creating sensory-friendly spaces were distributed to partner venues