The Danish company, Novozymes, known for its bio-innovations, used co-creation as a method to redesign its traditional campaign strategy. One-way communication was replaced by communication based on dialogue. Using co-creation, the company has created a virtual community, in which more than 10,000 people all over the world are involved in creating the campaign and keeping it alive.

Consumer behaviour
A company like Novozymes that produces enzymes for use in industrial processes (primarily detergents) has to be very well informed about human behaviour. So well informed, in fact, that they are totally familiar with our eating habits and how we wash our clothes. For example, a connection has been made between the new ‘light’ products that grace our dining tables and new kinds of stains that appear on our clothes.

”What it’s all about is that Novozymes have developed enzymes to wash clothes clean even at 30 degrees Celsius. And when we lower the temperature on the washing machine we save energy and CO2– without having to alter our habits. This is one of the easy choices people can make in their daily lives, and at the same time have a positive influence on the environment. These days we cooperate on innovation with those of our customers who produce detergents and who possess a wide knowledge of the needs and wishes of consumers. In the future, when sustainability will be a decisive factor in terms of innovation and finding new solutions, we shall have to understand to an even greater extent at what point along the value chain it is important to make a special effort to make our daily lives more sustainable, and to understand how we can contribute to this. This is why we have adopted an approach to innovation based on the value chain,” explains Mette Johnsen. (more…)