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Phil­ter

Phil­ter is a design initiative created by George Crichlow, Lusha Huang, Lucy Knops and Elisa Werbler designed to win over the hearts and minds of Etsy stakeholders, in an effort to work towards their goal of zero waste. By rebranding waste as an opportunity instead of a problem, the group leveraged the data already collected by Etsy about their waste, that was not being communicated as a tool to encourage employees to both sort their trash properly and reduce the amount overall. This small initiative ladders up to a larger proposal of integrating a new waste system at Etsy Brooklyn’s new office in the coming year that involves diverting some of that waste as animal feed to chickens on Etsy’s rooftop garden. 

Philter

Rebranding waste as an opportunity

In collaboration with Etsy's Values and Impacts team, this initiative was designed to win over the hearts and minds of Etsy stakeholders, in an effort to work towards their goal of zero waste. By rebranding waste as an opportunity instead of a problem, the group leveraged the data already collected by Etsy about their waste, that was not being communicated as a tool to encourage employees to both sort their trash properly and reduce the amount overall. 

This small initiative ladders up to a larger proposal of integrating a new waste system at Etsy Brooklyn’s new office in the coming year that involves diverting some of that waste as animal feed to chickens on Etsy’s rooftop garden.

Etsy is a B-Corporation. They believe that goal of achieving zero waste is possible and profitable.

Using the principle of behavioral economics, we believed that by visualizing Etsy's trash, that it could influence people to think twice about how and where they disposed of their trash.

There are four characters to represent four kinds of waste - metal & plastic, compost, landfill and paper.