In the UK alone, the retail industry generates approximately 80% more emissions each year than all road transport in the UK. A sobering fact, and one that needs addressing sooner rather than later.
If we are to truly realise sustainability within our sector and the benefits it will bring, brands must use their retail campaigns, products and platforms to reach more people and inspire global change. So, how can you achieve this?
Excellent communication is key in expressing and translating the effects that waste is having on our planet, helping consumers understand how they can help reduce their footprint by making smart and sustainable purchases.
People can switch off when faced with lists of numbers and stats, so it’s important to communicate this important information in an engaging way, so they can truly understand and act on sustainability. Brands can utilise clear labelling of production methods and the impact these have on our environment, to provide an honest insight into the story of the products and empower consumers further when deciding on which product to buy. One idea to make this information accessible would be to use scannable QR codes, which could give an uncomplicated insight into the origin story of the materials used in a product.
Great communication in isolation won’t be enough to make a difference; brands must educate the public too. Speaking to and interacting with your community in a tangible and authentic way is important when trying to educate consumers on the sustainability efforts being made by a brand and the wider context of sustainability in relation to it.
To nurture and build on a community of sustainability-focussed consumers with shared values, brands can hold workshops, events and activities at their space. Physically inviting people into a shared space and encouraging interaction can create an experience that educates consumers in an engaging and interactive way.
Once a brand has got their audience excited about the changes they’re making, and aware of the issues that drive the need for sustainable action, they can incentivise them to start making real-world impact.
Building hype around a campaign can be done in a way that is purposeful and positive, whilst also making a product or service desirable. Brands can encourage customers to actively get involved with sustainability, with a reward of early access to new launches, discounts on their favourite items or exclusive access to products as an incentive.
To take it that one step further, offer customers activism resources, such as template letters and links to local environmental schemes, helping to inspire and empower others to drive change in their own communities.
Through a combination of transparent communication, engaging experiences, and real-world incentives, brands can deliver a sustainable and credible retail campaign that acts as a powerful statement of intent, creating new and inspired communities that can use their platforms to make a dramatic difference.
