The American Dream, once defined by the values of freedom, equality, and upward mobility evolved to mean a consumption of material goods as a result of mass production. The ensuing culture of consumerism led to issues that challenge the fundamental values of our nation and the American Dream, such as human rights and environmental abuses in the production of goods. 

How can we keep the American Dream alive while still consuming necessary products and goods?  We need to reposition the American Dream through the lens of consumerism and find a fitting solution. 

Introducing TAD CO, The American Dream Company,  one that stands for freedom, equality, and upward mobility.  TAD CO a for profit company that solves problems caused by societies consumption of products.  We find new and innovative solutions to eliminate environmental abuse and end human rights issues. 

The aim is to be the organization in between consumers and the companies with unsafe or harmful practices.  Consumers should not have to change their behaviors or practices but instead the companies need to find better and safer practices in their business approaches.  

But where does TAD CO start?  TAD CO will not sell any products directly to the consumer.  Instead, the goal is to work with other companies to help them create sustainable practices that tackle issues such as pollution, harmful waste, and child labor which are all a result of more and cheaper goods. One wasteful product we continuously consume are water bottles, trashing more than 2/3 of them a day.  At a time where there is clearly more plastic bottles in the ocean than fish we decided to tackle this problem first.  

To start we would like to hold a competition and have scientists, inventors, and educators find a new material to replace the plastic that water bottles are made from.  The competition will have guidelines for the material to be produced such as: 

TAD CO’s initial funding will come from a Kickstarter campaign.  The money raised will help in operation costs and in carrying out the competition successfully. Kickstarter will also help in building our brand awareness and our mission.  

Once we find a dissolvable material in salt water, one that’s biodegradable, and one that fits the requirements stated above, TAD Co will start being an ingredient brand in existing water bottles.  The goal of TAD CO is not to distribute a TAD water bottle. But rather for water bottle companies to switch from plastic to our new material so that we can reduce the environment impact of disposable water bottles. 

After successful implementation we look to have a revenue model where we license our IP to companies such as Coca Cola.  Having the material be cheaper than the current plastics corporations use would need to be necessary for it to make financial sense to the corporations.  If the material was more expensive for corporations, compared to what they currently use, there will not be a high adaptation rate. 

We envision taking our material on tour with a traveling pop-up store stopping at numerous major cities to showcase our water bottle and promote awareness. We’d like to partner with a local brand at each stop, collaborating with them to create a concept product with our material. 

Once we get the public excited about our material, we’ll direct them to sign a petition encouraging their favorite bottled water brand to switch from plastic to our material. 

That is just the beginning.  After the water bottle industry there are many other issued to be examined.  Electronic waste, lack of shelters for homeless, and food waste are only a few issues amongst many that TAD Co will aim to contribute to and help make a difference in through the American Dreams of freedom, equality, and upward mobility. 

This project was done in collaboration with my teammates Katrina Ellis, Trady Kim, Grace Park, Rusty Trump, and Melinda Welch.