If you’re after a new pair of headphones, and want to do your bit to protect the environment, the latest creation from Beats by Dr. Dre may well be what you’re looking for.
Ekocycle, a partnership between The Coca-Cola Co. and rapper Will.I.Am, have selected the popular and pricey line of electronic earmuffs to manufacture its debut product. It’s hoped that the project will give products made from recycled materials a hipper image, so they resonate with younger consumers.
However, the new product line will sit at the higher end of the electronic market, in terms of pricing. Products made out of recycled materials tend to be more expensive due to the extra costs incurred during production to incorporate materials, but as of yet, there has been no such product marketed with such significant celebrity and brand endorsement.
Costing $349 (that’s just over £220), the headphones are much less friendlier to consumer’s wallets than they are to the environment. Is it possible for celebrity power and impressive brand names to overcome the price barriers to make recycled products cool?
Coca-Cola has already confirmed that it will give its portion of the licensing profits to recycling groups, and it’s expected that Will.I.Am will do the same – fair play to them!