Creative Thinking: Report on Zero Waste Initiatives for Woolworths

This report presents an analysis of Woolworths' waste generation problem using creative thinking methodologies. The report begins with an executive summary, followed by an introduction that outlines the project's objectives and methodology, including the application of the Divergent-Convergent model. The project defines the challenge using 'Imagineering' and sets a focus statement to explore ideas for attaining zero-waste life and reducing Woolworths' environmental impact. The report explores the problem using Parallel Thinking (Six Thinking Hats) and Mind Mapping techniques, generating various ideas. Ideation techniques such as brainstorming and Idea Box are employed to generate creative solutions. The report then moves into the convergent phase, where ideas are harvested, grouped, and selected based on specific criteria. A SWOT analysis is conducted on shortlisted ideas like jute packaging, bulk purchase, and banning plastic to assess their strengths, weaknesses, opportunities, and threats. Finally, the report provides actionable recommendations for Woolworths, including modifying transport facilities for bulk orders, coordinating with packaging suppliers, implementing customer-provided container systems, ensuring legislative compliance, researching further zero-waste strategies, and conducting training programs. The report concludes with a reflection on the process and includes references to support the analysis.

Running head: CREATIVE THINKING
Name of the Student:
Name of the University:
Author’s Note:

CREATIVE THINKING
Executive Summary
This report provides observation and analysis of the creative thinking methods and techniques
to a real life challenge. Several recommendations are provided based on the analysis of
models. This report aims to address the high waste generation issue of Woolworths that is
affecting the overall environment. The project team focus statement to base the project on is: To
explore ideas for attaining zero-waste life and reduce impact on the environment.
Based on the view points and ideas of the project team, Woolworths may implement the
following recommendations.
1. Woolworths needs to modify its transport facility where they may order grocery products
based on its nature. For example, fruits and vegetables may be ordered in bulk instead of
separate packaging to minimize packaging needs.
2. Woolworths must coordinate with the packaging suppliers to help them deal with bulk
packaging rather than multiple packages.
3. There is a need to implement tools and mechanics that allows the customers to fill their
containers themselves.
4. Accountability needs to be ensured by the legislative compliance jurisdiction.
5. Research more ways and ideas to fulfil the Zero Waste goal by 2020.
6. Conduct training and awareness programs that should help the consumers to spread the
word and make the world a greener and better place.

CREATIVE THINKING
Table of Contents
Executive Summary 1
Introduction 3
Stage 1: Divergent- Define 4
Stage 2: Divergent- Explore 5
2.1 Parallel Thinking 5
2.1.1 Six Thinking Hats 5
2.2 Mind Mapping 7
Stage 3: Divergent- Ideation 8
3.1 Brainstorming 8
3.2 Idea Box 9
Stage 4: Convergent- Design 10
4.1 Ideas resulting in Outcomes 10
4.1.1 Idea Harvesting and Grouping 10
4.1.2 Idea Selection 11
4.2 Design Development 11
Stage 5: Convergent- Implement: Recommendations for Woolorths 11
Conclusion 12
Individual Reflection Report 12
References 14

CREATIVE THINKING
Introduction
The purpose of this group project is to utilize the applied creativity and innovation model.
A set of deliberate creative thinking techniques shall be analyzed. This project uses five stage
Divergent- Convergent model that can cyclically generate ideas and work out the most fruitful
ones (Webb et al., 2013).
Figure 1: Divergent- Convergent Model
Source: (American Red Cross, 2014)
Woolworths Supermarket or Woolies is an Australian chain of supermarket and grocery
chain store that sells fruits, vegetables, stationery items, meat, milk, and other items
(Woolworths.com.au, 2017). For defining the challenge, Imagineering technique is used where
the image depicts current and future. For exploration and generation of ideas, Mind Mapping
and Parallel Thinking techniques (Six Thinking Hats) shall be implemented. Multiple ideation
techniques such as brainstorming and Idea Box are applied. The strengths and limitations of the
techniques through SWOT analysis are used in the project are also included. Necessary
recommendations from the developed ideas are also provided after evaluating ideas.
Stage 1: Divergent- Define
This project utilizes a technique called ‘Imagineering’ combined from the terms
Imagination and Engineering which focuses on devising and implementing creative ideas.

CREATIVE THINKING
According to Hoh (2017), a national petition is called upon for reducing plastic wrapping on fruits
and vegetables due to high amount of packaging waste. Woolworths sets a corporate
responsibility strategy for 2020 of achieving net zero supply chain for packaging
(Ausfoodnews.com.au 2017). Figure 1 illustrates the current and future state where zero waste
goal can be attained. In the set of images, the amount of waste generation from Woolworths
Supermarket is illustrated. The second part of the image depicts Zero Waste goal that can help
make a cleaner and greener environment (Chatwattana & Nilsook, 2017).
Figure 2: Creative Imagery for ‘Imagineering’ Applying Zero-Waste Concept for a
Greener Environment
The focus is laid on the starting challenge of achieving no waste by using open and
targeted focussing technique. The open and targeted focus is shown in the Table 1.
Open Target
Broad Broad
Eco-friendly options for reducing grocery
waste
Identification of alternate
environmentally friendly options
Narrower Narrower
Management of grocery waste 20% reduction in waste per year for 2

CREATIVE THINKING
years
Narrow Narrow
No waste generation Zero waste accreditation by 2020
Table 1: Open and Targeted Focus
Source: Created by Author
Therefore, the final focus statement to complete the project is to explore ideas for
attaining zero-waste life and reducing Woolworth’s impact on the environment by 2020 (Che
2016).
Stage 2: Divergent- Explore
This section skilfully uses Parallel Thinking technique and Mind Mapping for exploring
ideas.
2.1 Parallel Thinking
Parallel Thinking by Edward de Bono refers to the way of thinking that focuses on more
explorations and ideas.
2.1.1 Six Thinking Hats
As propounded by Edward de Bono, Six Thinking Hats Model shall help in individual and
group thinking process. This team was used by the project team for exploring the focus
statement (De Bono, 2017).

CREATIVE THINKING
Figure 3: Edward de Bono’s Thinking Hats
Source: (De Bono, 2017)
The above figure was used a reference to explore ideas and opportunities as stated
under.
Yellow Hat- This hat helps to think positively. If zero waste is implemented, it shall act
as a corporate social responsibility tool and resulting in less impact on the environment. Zero
waste idea can be attained by banning any packaging in the supermarket.
Black Hat- This hat enlists the potential negative outcomes or the weak points that are
associated with the idea. The zero waste idea may not be preferred by the people as they have
to take initiatives and bring plastics from home. The project could fail if the customers choose
other grocery stores instead of Woolworths (Song, Li & Zeng, 2015).

CREATIVE THINKING
Blue Hat- This hat represents process control. The zero waste idea could be
implemented after conducting several campaigns and generating awareness about the need of
waste reduction.
Green Hat- This hat represents creativity. There are other alternatives for minimizing the
impact on environment by treating waste using 3Rs process- reduce, reuse and recycle.
Alternatively, paper and jute bags may be used instead of plastic (Zaman, 2015).
Red Hat- This hat helps in knowing about the emotions and reactions. The project
members feel that the zero waste idea could be a great initiative in making the environment
greener. The members also feel nervous about the implementation of the idea in such a wide
chain of stores.
White Hat- This hat helps in focusing on the past trends and other available data. Other
supermarkets are taking initiatives to make the environment green by switching to sustainable
packaging techniques and online delivery. There is a need to conduct survey if the consumers
are willing to switch to Zero Waste rather than reducing the use of plastic (Richards & Zen,
2016).
2.2 Mind Mapping
The concept of Mind Maps was popularized by Tony Buzan for generating new ideas.
This technique was used to explore the Zero Waste goal and remove the use of plastic as it
shall encourage free flow. According to Figure 4, it can be seen that plastic detox in the regular
lives. The consumers may choose to purchase food in bulk by planning next week’s meal. They
may carry their own bags while shopping and say No to plastic. They may use metal products
and other alternatives for personal care and cleaning. The focus of removing plastic or any
packaging shall help in conserving the natural environment- flora and fauna. Therefore, working
through the mind map process could help obtain superior output and a detailed focus as to why
overall packaging must be banned for reducing waste (Liu, Zhao, Ma & Bo, 2014).

CREATIVE THINKING
Figure 4: Mind Mapping for Zero Waste
Source: (Liu, Zhao, Ma & Bo, 2014)
Stage 3: Divergent- Ideation
The ideation process enables the individuals and group members to come up with ideas
and solutions. Different tools as stated under were used during the ideation activities:
3.1 Brainstorming
Brainstorming refers to the process of generating creative solutions and ideas to a
specific problem. Keeney’s four step to effective brainstorming was followed. Firstly the problem
to be solved was laid out. The problem identified was the high amount of waste generation from
Woolworths that impacts the environment. Secondly, the objectives of a possible solution were
identified. The solution intended to eradicate waste rather than choosing to reduce it at the
grocery store. Thirdly, individual solutions were generated. The project team members came up
with multiple ideas such as switching to jute bags instead of plastic. Another team member
came up with the idea of sustainable supply chain- from source to end consumer. Lastly, after
getting clarity of problems, objectives and personal solutions, the group decided to work

CREATIVE THINKING
together on the best possible solution (Liu, Zhao, Ma & Bo, 2014). The real time board is shown
in Figure 5.
Figure 5: Real Time Board for Attaining Zero Waste
Source: Created by Author
3.2 Idea Box
The technique Idea Box is propounded by Fritz Zwicky who was responsible for
developing a jet plane for the United States during World War 2 in the 1940s. Woolworths is
facing trouble of higher waste generation after selling groceries to its consumers. Multiple ideas
are developed based on random combinations (Kragh, 2017).
Parameters
Option Why? Regulation Practical
Design
Strategies
Logistics Benefits
Options
1 Decrease
impact on
natural
environment
Accreditation Delivery Switch
customer
groups
Greener
Environment
2 Corporate Industry Economic, Distribution Values

CREATIVE THINKING
Social
Responsibility
driver Social and
Environmenta
l Friendly
model alignment
3 Reduction in
overall cost
Standards
compliance
Repurposing Warranties Employer of
choice
4 Management
directive
Avoid
penalties
Minimalistic Distribution
model
Competitive
advantage
5 Industry
leader
Aus.
Consumer
Law
User friendly Storage Marketing
Table 2: Woolworth’s Idea Box
Source: Created by Author
Each project member gave a set of random ideas generating from multiple options and
parameters.
Stage 4: Convergent- Design
4.1 Ideas resulting in Outcomes
This section involves moving from the divergent area to the convergent ideas. The
extensive list of ideas generated shall be made narrower in this section.
4.1.1 Idea Harvesting and Grouping
Multiple ideas have been generated for zero waste packaging that shall help attain
Woolworths its sustainable goal in 2020. The three stages have been described as ‘ripe’,
‘unripe’ or ‘concept’. To make the ideas more workable, sub groups such as jute packaging,
bulk purchase, treating expired food items and others have been used (Kaufmann, 2014).
4.1.2 Idea Selection
The project team undertook ‘red dot voting’ where every member was asked to vote for
the best idea. It was taken care that the cost of the company did not increase. It was further

CREATIVE THINKING
noted that the strategy could be attained within the given time frame. Further, resources had to
be available to implement the idea. Lastly, the idea should be implemented within Woolworth’s
corporate policy.
4.2 Design Development
After the team voting, three ideas jute packaging, bulk purchase and banning plastic
have been shortlisted. A SWOT analysis may be conducted for assessing the strengths,
weaknesses, opportunities and threats of the idea. The customers may purchase as much as
they require and not the huge packets that they do not require. The idea has the following
strengths, weaknesses, opportunities and threats as explained in Table 3.
Strengths – Opportunities Strengths – Threats
Woolworths may contact the customers
and make them aware of waste reduction.
Customer groups may be lost if they do not like
the idea of No packaging.
Reducing environmental impact through
purchasing as much required (Beitzen-
Heineke, Balta-Ozkan & Reefke, 2017).
It may be difficult for the consumers to get their
packing items from home at the grocery store
(Cheek & Wansink, 2017).
Weaknesses – Opportunities Weaknesses – Threats
The customers shall be informed and they
may spread awareness.
To encourage the customers to continue
purchasing from Woolies and maintain
relationships (White, Lin, Dahl & Ritchie, (2016).
Table 3: SWOT Analysis
Source: Created by Author
Stage 5: Convergent- Implement: Recommendations for Woolorths
Based on the view points and ideas of the project team, Woolworths may implement the
following recommendations.

CREATIVE THINKING
1. Woolworths needs to modify its transport facility where they may order grocery products
based on its nature. For example, fruits and vegetables may be ordered in bulk instead of
separate packaging to minimize packaging needs.
2. Woolworths must coordinate with the packaging suppliers to help them deal with bulk
packaging rather than multiple packages.
3. There is a need to implement tools and mechanics that allows the customers to fill their
containers themselves.
4. Accountability needs to be ensured by the legislative compliance jurisdiction.
5. Research more ways and ideas to fulfil the Zero Waste goal by 2020.
6. Conduct training and awareness programs that should help the consumers to spread the
word and make the world a greener and better place.
Conclusion
Conclusively, the above project report helps implementing the idea of Zero Waste in a
huge supermarket chain Woolworths. The solution intended to eradicate waste rather than
choosing to reduce it at the grocery store. The focus of removing plastic or any packaging shall
help in conserving the natural environment- flora and fauna.
Individual Reflection Report
When thinking about choosing Woolworths as a study of organization, it was difficult to
arrive at a decision. The project team was not sure if Woolworths should be chosen in the
supermarket industry or other organizations. There were times when the discussion and
planning sessions were going nowhere. Every project member was defending their views and
opinions rather than working out the best way. The Six Thinking Hats got us rid of the above
stated issue as every project member operated exclusively. This technique helped in stimulating
creative thinking. I feel that it is important to validate own critical and creative skill. This project
has helped me gain knowledge and concepts related to creative and critical thinking. I was
analysing in-depth information when ideas were provided by other team members. I studied
about the grocery stores that have already implemented Zero Waste in the US. I reported the
same information to others so that they could gain sufficient knowledge and ideas from it. The

CREATIVE THINKING
other project members were typically determining the evidence provided by any individual in the
group.
The methods and techniques as learnt in this semester may prove beneficial in my future
as I could link the ideas into patterns that were otherwise complex to understand. Mind maps
helped me brainstorm ideas for attaining the main aim of project. When other team members
pointed out my mistakes, I recognized and acknowledged them so that we could proceed with
the project work. I undertook multiple real life examples so that I had a less challenging time in
applying creativity and innovation into the chosen business model. I had a flexible imagination in
the entire project that helped me critically analyse the ideas and presenting on the real time
board. Thus, the project proved to be greatly beneficial in my semester.

CREATIVE THINKING
References
Ausfoodnews.com.au. (2017). Woolworths sets 2020 corporate responsibility strategy |
Australian Food News. Ausfoodnews.com.au. Retrieved 26 September 2017, from
http://www.ausfoodnews.com.au/2017/02/13/woolworths-sets-2020-corporate-
responsibility-strategy.html
Beitzen-Heineke, E. F., Balta-Ozkan, N., & Reefke, H. (2017). The prospects of zero-packaging
grocery stores to improve the social and environmental impacts of the food supply
chain. Journal of Cleaner Production, 140, 1528-1541.
Chatwattana, P., & Nilsook, P. (2017). A Web-based Learning System using Project-based
Learning and Imagineering. International Journal of Emerging Technologies in
Learning, 12(5).
Che, J. (2016). A Whole New Kind Of Grocery Store Is Coming To The U.S.. Huffington Post
India. Retrieved 26 September 2017, from http://www.huffingtonpost.in/entry/zero-waste-
grocery-stores_us_577577e2e4b09b4c43bf908e
Cheek, K., & Wansink, B. (2017). Making It Part of the Package: Edible Packaging Is More
Acceptable to Young Consumers When It Is Integrated With Food. Journal of Food
Products Marketing, 23(6), 723-732.
De Bono, E. (2017). Six thinking hats. UK: Penguin.
Hoh, A. (2017). Is all that plastic on our fruit and veg necessary?. ABC News. Retrieved 26
September 2017, from http://www.abc.net.au/news/2017-05-25/petition-to-reduce-
plastic-in-supermarkets-war-on-waste/8557658
Kaufmann, H. R. (Ed.). (2014). Handbook of Research on Consumerism in Business and
Marketing: Concepts and Practices: Concepts and Practices. IGI Global.
Kragh, H. (2017). Is the universe expanding?: Fritz Zwicky and early tired-light
hypotheses. Journal of Astronomical History and Heritage, 20(1), 2-12.

CREATIVE THINKING
Liu, Y., Zhao, G., Ma, G., & Bo, Y. (2014). The effect of mind mapping on teaching and learning:
a meta-analysis. Standard Journal of Education and Essay, 2(1), 017-031.
Richards, C., & Zen, I. S. (2016). From surface to deep corporate social responsibility: The
Malaysian no plastic bags campaign as both social and organizational learning. Journal
of Global Responsibility, 7(2), 275-287.
Song, Q., Li, J., & Zeng, X. (2015). Minimizing the increasing solid waste through zero waste
strategy. Journal of Cleaner Production, 104, 199-210.
Webb, C. A., Schwab, Z. J., Weber, M., DelDonno, S., Kipman, M., Weiner, M. R., & Killgore,
W. D. (2013). Convergent and divergent validity of integrative versus mixed model
measures of emotional intelligence. Intelligence, 41(3), 149-156.
White, K., Lin, L., Dahl, D. W., & Ritchie, R. J. (2016). When do consumers avoid imperfections?
Superficial packaging damage as a contamination cue. Journal of Marketing
Research, 53(1), 110-123.
Woolworths.com.au. (2017). Woolworths Supermarkets. Woolworths.com.au. Retrieved 26
September 2017, from https://www.woolworths.com.au/
Zaman, A. U. (2015). A comprehensive review of the development of zero waste management:
lessons learned and guidelines. Journal of Cleaner Production, 91, 12-25.