With prime location offices on Oxford Street here at Underscore, we’re up to date with all the developments and trends in the retail sector and beyond. We may also be partial to a little bit of lunch-time shopping…
We recently stumbled across some interesting display units in Nike Town dedicated to showcasing Nike’s ‘Sustainable Innovations and Environmental Impact’ efforts. These displays capture their waste metrics to support a more sustainable future, which got us thinking about how other brands are reacting to the world’s sustainability concerns.
Issues such as air and water pollution, climate change, and the scarcity of natural resources are becoming ever more apparent. Concerned consumers expect brands to be part of the solution, not the problem. A recent study from Nielsen revealed that four fifths of consumers globally believe companies should help improve the environment. With this ever-growing consciousness of the damage that brands can have on the environment, it’s time for brands to step up show how they’re helping to solve the problem.
A fine example of a brand that sets the standard is Patagonia. Ranked by Google as the ‘Best Sustainable Brand’, they position themselves as thought leaders in the world of environmental activism and sustainable retail. In 2011, the clothing brand set a benchmark for brands when they launched the Footprint Chronicles. They shared a digital experience on their website which showcased their entire supply chain, from start to finish, which highlighted what it takes to create their products and the lack of damage they inflict on the environment. They’ve continued this transparency across their communications of which all can be read and examined in a section on their website.
In response to the demand for supermarkets to use less plastic, pilot schemes are also being trialled across UK supermarkets which aim to tackle plastic waste. Morrisons new scheme of ‘buy bagless’ fruit and veg shelves would help to save an estimated three tonnes of plastic a week, equating to a staggering 156 tonnes a year! Others across the globe are utilising raw materials like banana leaves to secure and protect fruit and veg. It’s also becoming apparent that the companies taking up this strategy are succeeding in gaining approval from consumers.
It’s all inspiring stuff, but not everyone is on board just yet, however soon, it won’t be an option for brands to sit on the fence. As the epidemic becomes more and more ingrained in the brand-consumer relationship, brands must address their strategies and ways of working to ensure they support the wellbeing and safety of our planet and its inhabitants.
Having worked with environmentally conscious brands such as The Body Shop and The Co-Op, at Underscore we have a wide range of experience developing green and ecological brand strategies that will keep your customers and the environment happy. Get in touch to start the conversation.