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Overconsumption as ideology-Implications for Addressing Global Climate Change

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What do environmental studies scholars say are some of the biggest issues with garbage, overconsumption, plastics or other toxic materials related to your object, and waste streams in general? (Ashley G.)

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What do environmental studies scholars say are some of the biggest issues with garbage, overconsumption, plastics or other toxic materials related to your object, and waste streams in general? (Ashley G.)

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In the article by Diana Stuart, Ryan Gunderson, and Brian Peterson, it mainly discusses the ideology of overconsumption and how this practice of this ideology has its consequences. In addition, overconsumption leads to production and production leads to more greenhouse gas emissions. Which then worsens our climate and the world we live in. According to the article, it explains the ideology of overconsumption of being, "...they believe increasing consumption results in increased happiness, consumption is part of the "Good Life..." (Stuart, Gunderson, Brian 4). This means that many consumers fall into this very easily when we have advertisements telling us that we need to buy a new product. In today's modern world, it's just not about ads, but also social media and influencers who get paid big amounts of money to advertise and sell you products.

One main idea from the article is "...not only what we buy that matters but how much of it." (Stuart, Gunderson, Brian 1). This idea relates to the possible solutions that people have been told for years on how they can help cut back on greenhouse gas emissions. Such as buying a hybrid car or a house with efficient air conditioning. In reality, this causes people to consume more of these products causing mass productions for these products. This means that as more production takes place, the more greenhouse gases are released into our air and atmosphere. Also, it would cause more air pollution. We can connect this to our product which is a toothbrush from Colgate. Many people can easily over consume toothbrushes by having ads or influencers on social media advertising you new and improved toothbrushes than the original ones. This can cause mass productions because people only think about what they want and need more of.

All in all, if countries started to actually change their mass productions and cut back, this would still not be enough. This is because not only does overconsumption and production cause climate change, but there's a whole system or structure connected to overconsumption and production. Such as large producers or businesses who are against cutting back on production of their products that benefit them as they profit from them. In conclusion, consumption can still be a good thing for certain countries such as underdeveloped countries. The only problem that is actually causing climate change is overdeveloped countries having mass productions and overconsumption that isn't really necessary for that country. For example, wealthy countries like the U.S.

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What do environmental studies scholars say are some of the biggest issues with garbage, overconsumption, plastics or other toxic materials related to your object, and waste streams in general? (Ariel S.)

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What do environmental studies scholars say are some of the biggest issues with garbage, overconsumption, plastics or other toxic materials related to your object, and waste streams in general? (Ariel S.)

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Toothbrushes are not a long-term item, generally being disposed of every 3-4 months. Which results in billions being discarded annually. Scholars argue that the "throwaway culture" drives overconsumption and accelerates waste production. Traditional toothbrushes are typically made of non-biodegradable plastics such as polypropylene, which have persisted in landfills and marine environments for centuries, causing a growing plastic pollution crisis affecting our ecosystems. The products materials release harmful chemicals such as bisphenol A (BPA) and phthalates. These chemicals disrupt and pose risks to human and animal health as they leach into soil and water. Solutions and innovations for the toothbrush are sustainable alternatives such as toothbrushes made of biodegradable materials such as bamboo or recycled biopolymers. These innovations reduce the use of fossil fuels and plastic waste. By implementing this alternative society can stride towards more sustainable waste streams and resources.

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Eco Reach Essencial Johnson&Johnson® Toothbrush: An LCA Study Case Application to Analyze Different Materials in Handle Design

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Products which address environmental issues during the product development process bring opportunities for cost reduction, better brand’s image and other strategic benefits. In this sense, Eco Reach Essencial Johnson&Johnson® toothbrush was developed…

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What do environmental studies scholars say are some of the biggest issues with garbage, overconsumption, plastics or other toxic materials related to your object, and waste streams in general? (Andrea D.)

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What do environmental studies scholars say are some of the biggest issues with garbage, overconsumption, plastics or other toxic materials related to your object, and waste streams in general? (Andrea D.)

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Most of the day to day use items are plastic, due to plastic being low cost the increase of produce has increased over the past years. In the article “Millennials Deals with Plastic” By Nihayatu Solekah, Tanti Handriana. Indrianawati Usman states how thirty seven percent of plastic items are household items in Indonesia. Our everyday toothbrush being one of them, most toothbrushes are made of plastic which then turn into garbage. The amount of plastic waste affects our ecosystem such as our marine pollution , air pollution, ocean dumping, and soil pollution, it can simply take over 1,000 years for a piece of plastic to completely dissolve. According to the article it states how millennials care for the environment and how it will be beneficial to use less plastic for a “longer life span”. The article also states “educated young consumers can be the driving force that can bring about the desired changes in reducing plastic waste” . It is important for young and future generations to use less plastic for the environment.  Using less plastic as a community can benefit our health with air pollution and wildlife, although as a community it is important to spread awareness of the environmental issues of our daily plastic waste. With most toothbrushes not being recyclable because of some of the materials and being rather a smaller piece of plastic, means about roughly 3.6  billion toothbrushes end up in landfills a year. The article explains how using less plastic waste and replacing it with something healthier for the environment is important for the community to live a longer life while teaching future generations the importance of the environment.

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What is the object made out of? (Joellie M.)

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What is the object made out of? (Joellie M.)

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There are many brushes to buy. One of them being the Colgate Recyclean toothbrush which is made out of 100% food grade recycled plastic and plant based nylon bristles. And also comes in recyclable cardboard packaging. There's also the Colgate Bamboo Charcoal Toothbrush are made with 100% natural biodegradable bamboo with charcoal infused floss-tip bristles and it comes in a recyclable cardboard packaging. But the general toothbrushes are made out of plastic handles with nylon bristles.

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Sustainable Toothbrushes for Green Living | Colgate®

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Explore our range of sustainable toothbrushes. Designed with the environment in mind, without compromising on your oral care.

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Colgate toothbrushes according to many websites are manufactured in Sanxiao, China. It's the biggest manufacture producing one billion brushes annually. Sri City, India is also one of the largest production unit creating 220 million brushes. And Binh Duong, Vietnam enterprise that manufactures millions of Colgate toothbrushes annually.

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Fuse/Getty Images

Colgate toothbrushes are manufactured in Sanxiao, China. According to Colgate, the factory in which the toothbrushes are made is the largest in the world. Colgate's toothbrush plant manufactures approximately 1.4 billion toothbrushes each year, including both manual and electric brushes.

Colgate toothbrushes are designed with plastic, rubber and nylon. Early toothbrushes date as far back as 3000 BC when Egyptians and Babylonians brushed their teeth with frayed sticks. In China, early toothbrushes were designed with pig bristles and bamboo.The first bristle toothbrush was created in 1844. Toothbrush bristles consisted of natural horsehair or pig bristles until nylon was invented. In 1939, nylon bristles replaced natural bristles and are still used today.

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Colgate toothbrushes are manufactured in Sanxiao, China. According to Colgate, the factory in which the toothbrushes are made is the largest in the world. Colgate's toothbrush plant manufactures approximately 1.4 billion toothbrushes each year, including both manual and electric brushes.

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How much does it cost to make the item? How much does it cost to ship it to where it is purchased by a consumer?  How much does it cost to purchase it as a consumer? (Joellie M.)

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How much does it cost to make the item? How much does it cost to ship it to where it is purchased by a consumer?  How much does it cost to purchase it as a consumer? (Joellie M.)

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From what I found there is a rang from 50 cents to $1.30 per unit that it cost to make a Colgate toothbrush. A toothbrush can cost anywhere from $4 dollars U.S to $40 dollars U.S depending if it's just a regular plastic one or an electric brush! The only thing I could find about shipping is through the Colgate website stating that purchases with orders $25 and over have free shipping. With shipping to the US only.

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Colgate toothbrushes are sold in most grocery stores and convenient stores. Consumers can purchase this item in a Target, Ralph’s, CVS, and/or Walmart. The Colgate official website also provides an online option to shop.

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Where can you buy Colgate-Palmolive products? Find your favorite Colgate-Palmolive brands in stores near you and online here today.

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Colgate toothbrushes are usually advertised through commercials or social media. The most common would be advertised during tv shows as ads because majority of their audience is everyone. They also use social media platforms such as YouTube videos, instagram and Snapchat ads to reach their younger audiences or more range or people. I have also experienced in person advertisements in stores like Target or CVS where someone was pushing product.

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To collect the data necessary to effectively coach individual consumers' tooth brushing habits and, more broadly, to develop innovative new products, Colgate developed a connected, AI-powered electric toothbrush. The brand promoted launch with PR and direct response mobile advertising.

Strategy
Objective and Context:
With the users' permission, the new Colgate E1 Connect Toothbrush, allows Colgate to examine and analyze consumers' teeth brushing data to both provide the user with oral-care coaching and help the brand innovate future products more quickly and intelligently.

Brushing data is stored in the handle and is automatically uploaded to the Colgate app on a user's iPhone or iPad via Bluetooth. Over time, the learning algorithm develops recommendations based on a user's individual brushing patterns and shares ways to improve his or her brushing performance. The Check Up feature provides a personalized mouth map to show where a user brushed and where he or she missed, enabling improvement over time.

In addition, the app includes free games to entertain kids by turning the brush into a game controller.

To demonstrate the new product's benefits for consumers, Colgate sought to illustrate both the importance of feedback to good oral health and technology's ability to facilitate better health outcomes. The specific goals of the E1 Connect Toothbrush's launch campaign were to:

Establish the new product in the market

Drive sales of the brush

Prompt ongoing use of the iOS connected application to generate data

Target Audience:
While Colgate knew that the product could be used by anybody with teeth, it wanted to establish a strong online presence with early technology adopters, who would be likely to review, share, and promote their experiences with the connected toothbrush. The brand also wished to reach those consumers who were inclined to use connected devices, and who were already comfortable having their daily activity tracked and analyzed.
Creative Strategy:
The Colgate.com/oralcare site is one of the most visited Oral Care information resources in the world, giving Colgate unparalleled access to the active oral care consumer and enabling the brand to survey visitors and develop insights around campaigns and messaging opportunities. Colgate capitalized on its access to the community of oral care consumers to test three messages:

Artificial intelligence will improve your oral health

A connected toothbrush will improve your brushing

Colgate E1 can help your children develop brushing habits

Informed by the results of this research, Colgate focused its post-launch direct response messaging on the product's AI capabilities, which could help consumers improve their brushing.

Execution
Overall Campaign Execution:
The launch campaign consisted of a $125,000 Public Relations activation by Cohn & Wolfe that engaged key influencers to create content related to the product's launch and its distinctive AI-powered capabilities.

After the PR-only launch, Colgate developed an acquisition strategy for both Facebook and Instagram. This effort capitalized on Facebook targeting data and geo-targeted approaches to focus on locations where there was an Apple store. The budget for this part of the campaign was $300,000, with the majority devoted to mobile.
Mobile Execution:
The success of the E1 Connected Toothbrush project was contingent on mobile and the activation of the product's iOS application. To maximize the benefits of the electric toothbrush, consumers needed to download and synchronize their toothbrush with their mobile phones. After an initial three-month period of driving sales at the Apple Store, Colgate established a direct-to-consumer acquisition channel. Optimized for mobile as a priority channel, the brand's direct response advertising has appeared primarily as native and in-app mobile advertising on Facebook and Instagram.

Results (including context, evaluation, and market impact)

PR efforts delivered 338 million impressions, exceeding the impression goal (25 million) by 358 percent. Of those impressions, 315 million were earned impressions, illustrating the positive response that this campaign generated in the marketplace.

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the internet of things — products in the market

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MMA Case Study Hub | Colgate E1: The Connected Toothbrush

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Colgate developed an AI-enabled toothbrush and promoted the new product's launch with PR and direct response mobile advertising.

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Will it break, chip, or degrade? How durable is it? (Mia D.)

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Will it break, chip, or degrade? How durable is it? (Mia D.)

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According to dental care, a toothbrush can last up to 3 months before you have to change it. Colgate offers toothbrushes that are more sustainable. These toothbrushes range from 50% to 100% recycled plastic. these are more durable than the electric toothbrushes offered by Colgate. Electric toothbrushes are prone to break and chip if dropped from a high surface. Toothbrushes are meant to switch out every couple of months because the bristles may have lost their grip or for hygiene purposes.

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Sustainable Toothbrushes for Green Living | Colgate®

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Explore our range of sustainable toothbrushes. Designed with the environment in mind, without compromising on your oral care.

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Can you fix it yourself? Do you have to replace it when it is broken or damaged? (Camille A.)

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Can you fix it yourself? Do you have to replace it when it is broken or damaged? (Camille A.)

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Although it may be tempting to temporarily fix broken toothbrushes with glue or cutting the bristles, it is highly dangerous to one's health to use these compromises. If the handle of your toothbrush is broken or degraded, or if the bristles are bent or chipped, it's best to replace the entire toothbrush to easily avoid possible health risks. The article written by the medical doctors of the American Academy of Pediatrics describes a life-threatening incident involving a 10-year-old girl. After swallowing the snapped-off head of a toothbrush, it became lodged in her oropharynx, causing her to lose consciousness and requiring emergency room treatment. With this in mind, given their low cost, it's safer and more hygienic to replace a damaged toothbrush rather than risk choking hazards or poor oral care.

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Must it be cared for, cleaned, or maintained to be usable? (Camille A.)

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Must it be cared for, cleaned, or maintained to be usable? (Camille A.)

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To prevent oral infections, illnesses, or other health issues, it's important to clean your toothbrush properly after each use. According to the WebMD article cited above, there are several ways to disinfect your toothbrush including using an ultraviolet toothbrush sanitizer, soaking it in hydrogen peroxide or antibacterial mouthwash, or using denture cleaners. These methods help remove leftover food, bacteria, and microorganisms that may remain on the toothbrush even after rinsing it with water.

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Find out how to clean your toothbrush, including the best types of cleaning agents and what not to use.

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What happens to this item when it is thrown away in your neighborhood? (Camille A.)

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What happens to this item when it is thrown away in your neighborhood? (Camille A.)

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The waste management company in my hometown, Recology, follows an orderly process to properly handle waste. First they collect waste from the community, then sort it into a system of three bins, and then use machines to separate the materials accordingly. After that, they sell the recycled materials to manufacturers who use them to create new recyclable products.

With this in mind, considering Colgate toothbrushes are made of plastic and are not biodegradable, these items are meant to be recycled in recycling bins rather than landfill bin. Furthermore, alternative options can be to recycle to your nearest "Colgate Local Recycle Solutions" drop off location as well as repurposing old toothbrushes for cleaning uses. https://www.colgate.com/en-us/oral-health/brushing-and-flossing/how-to-recycle-your-toothbrush

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Recology: A World Without Waste The Recology mission represents a fundamental shift from traditional waste management to resource recovery. We seek to eliminate waste by developing and discovering sustainable resource recovery practices that can be implemented globally. Recology Builds Exceptional Resource Ecosystems This begins by creating a resource ecosystem – one that both protects the […]