green innovation

Instead of adding features, companies can become more innovative by subtracting features. Here is an example of the Subtraction template of the S.I.T. innovation method. Kimberly-Clark Corporation, a global producer of paper-based products, launched their new Scott Natural Tube-Free toilet paper. Just as the name asserts, the rolls come without the cardboard tubes while still being able to fit on the average toilet paper holder.


“The idea has been around for quite some time,” said Doug Daniels, brand manger for Scott brand. “The tube doesn’t really serve any consumer purpose. But we’ve had a breakthrough in our technology that’s finally allowed us to do this.” For now, the process of taking out the tube remains a mystery, as Kimberly-Clarke won’t reveal its ground-breaking technology. Daniels says they’re keeping tight-lipped, since they might use the process for future products. But more importantly, he maintains that no cardboard tube means every single piece of toilet paper will be usable, without those last few sheets getting stuck to the roll.

Kimberly-Clarke estimates that the U.S. alone disposes of 17 billion cardboard tubes from bathroom tissue, equating to 160 million pounds of waste. To put that into perspective, that’s roughly the weight of 250 Boeing 747s and enough tubes to circle the earth’s equator 40 times. Daniels says that this marriage of consumer and ecological advantages will pave the way for the success of the tubeless initiative.”


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