Plastic waste is on track to reach 825 million tons by 2050, with stormwater runoff accounting for 80% of ocean-bound plastic. 4Ocean, a mission-driven for-profit company, needed a solution that was both ecologically impactful and financially viable to align with their mission.
Research
Problem
"There is no single solution to the ocean plastic crisis." — Core research insight
4Ocean’s current strategy is limited by:
Short-living, oversaturated product lines
Disjointed and often irrelevant partnerships
Lack of lasting infrastructure or community impact
Our research revealed that 4Ocean’s impact could scale dramatically by shifting focus upstream, targeting stormwater systems as a primary vector for plastic pollution; a space under-addressed by consumer-facing brands.
Key Research Insights
Stormwater systems are a critical intervention point.
Recovered plastics can fuel new, sustainable revenue streams.
A simplified product ecosystem can rebuild trust and identity.
Target Markets:
City governments
Private maintenance firms
Eco-conscious manufacturers (e.g., for packaging)
Why Columbus, OH?
Failing infrastructure (D+ stormwater grade)
Ample rainfall
Political and demographic middle-ground = strong pilot opportunity
Strategy Approach
Phase 1
Currently, 4Ocean has 269 products listed on their website, with 75 of the products being bracelets.
We have reduced the amount of products, bringing 4Ocean to three core product lines:
T-shirts and hats
Reusable water bottles
Signature 4Ocean Bracelet
The 4Ocean Signature Bracelet is a modular bracelet kit that includes three different color cords, 40 beads, and 15 different charms.
Consumers no longer will have to purchase multiple bracelets to achieve different looks. Now, they can easily swap out the individual components of the kit.
Phase 2
Our second phase focuses on the core purpose of 4Ocean—removing plastic from our ecosystem. However, taking plastic out of the ocean is a "bandaid solution". We proposed a more direct solution that involves stopping plastic before it enters the ocean.
"Storm drains are the last line of defense before plastic enters our oceans."
-Primary Research Interviewee
Phase 3
In our final phase, we have put an emphasis on creating purposeful partnerships. Our research indicated that previous partnerships between 4Ocean and other companies confused the consumer base, thus hurting the trust between 4Ocean and consumers.
This phase is meant to:
Raise awareness through new partnerships and initiatives.
Increase public education in order to increase public support and educate the younger generations.
Our main target audience for this phase is Residents of
Target City, who directly benefit from improved stormwater infrastructure.
