As part of KNOCK’s commitment to the environment and community, we’re broadening our sustainable perspective by recognizing what is known as the bioeconomy. Intersecting both social and ecological worlds, the bioeconomy is the use of biological resources to produce goods and power industries—from food to tech, to fuel and beyond. As business partners, consumers, and human beings, our collective understanding of this eco-model will help us shift our behavior toward a cleaner way of living.
Consumer behavior is starting to shift already—58 percent of consumers prefer to pay more for eco-friendly products, reflecting the cultural relevance of green-collar values. 42 percent of consumers expect brands to be eco-friendly, which offers businesses an opportunity and expectation to evolve their sustainable practices, according to our research partner Global Web Index.
The bioeconomy is a growing sector worth $950 billion and counting in the United States and an estimated $4 trillion globally. Driven by investment in technology and infrastructure, it’s a leap worth making for visionary brands. KNOCK’s role in the process closes the gap between businesses and consumers, translating the complexities of holistic sustainability into trustworthy, compelling brands.
“Our depth of research has established an agency-wide awareness of the bioeconomy. At our core, KNOCK embraces the future, which translates to evolving our expertise in this space and engaging our network of partners and communities.”
– Lili Hall, President & CEO of KNOCK
The proof is in our work
We’re excited to showcase our bioeconomy expertise through brand experience design; here are three case studies.
1. Cultivating a quality vegan experience: Minneapolis-based vegan butcher shop, Herbivorous Butcher, offers meat and cheese alternatives that avoid the pollutive, resource-intensive practices associated with raising livestock. Driven by passionate curiosity, sibling duo Aubry and Kale Walch fuse the rewards of veganism with the beloved flavor and nutritional benefits of meat. Their success demonstrates the demand of honoring the wellbeing of the planet, animals, and humans.
2. Nutrition for the greater good, made simple: Vegify lowers carbon emissions with an innovative vegetable crumble that invites fun back into the kitchen, made to serve as a topping or binding agent. The product encourages a plant-based diet that uses less water, land, and energy than animal-based products. Ultimately, creative problem-solving is required to keep up with consumer behavior and the rapidly changing bioeconomy, and Vegify takes the initiative by making nutrition versatile and clever.
3. Fair chances for people, planet, and technology: Twin Cities-based e-waste processor, Repowered, recycles and refurbishes electronics, maximizing their value while providing opportunities to those facing barriers to employment. Repowered has processed over 40 million pounds of e-waste since their opening in 2011 and hire individuals with experience in the justice system or with addiction, both testaments to their commitment to serving the community.
Seeing the value come to life
In all three cases, KNOCK helped kickstart a new era for the companies by crafting thoughtful brand identities. For Herbivorous Butcher, that meant prioritizing a contemporary mindset with vegan-friendly language. For Vegify, that meant bringing joy and convenience to the forefront of their positioning with naming and colorful packaging. We helped Repowered rebrand completely by focusing on their humanitarian approach in design elements and identity.
“Our goal is to amplify what brands like Herbivorous Butcher, Vegify, and Repowered are already doing. The bioeconomy sets the stage for KNOCK to craft stories that complement the journey to a sustainable future.”
– Gabriella Scarpa, Sustainability & Impact Manager in Strategy at KNOCK
The shift to a successful bioeconomy is only possible with cross-industry collaboration. Consumers recognize this too, and a collective understanding is as much a responsibility as it is an opportunity to realize a powerful economy. KNOCK’s future-forward mindset motivates us to support businesses in the bioeconomy space; a service to the planet, community, and ourselves.