Market researchers have recently posed an interesting question to consumers: Do brands still care about sustainability?
Amidst a global pandemic, businesses big and small have shifted their attention to more immediate needs, forcing them to either tread slower towards ecological processes or abandon plans to achieve them altogether.
However, experts say that committing to sustainability goals may strike a chord with young, environmentally conscious shoppers. Apparently, Gen Z has a penchant for all things “green”, COVID-19 or not.
What else makes sustainability matter at a time like this? Well, in Canada, single-use plastics (like retail checkout bags) make up most of the plastic litter found in freshwater environments. Alarmingly, up to 15 billion plastic bags are used every year.
Plus, only nine per cent of the three billion tonnes of plastic waste that Canadians throw away every year is recycled, meaning the majority of plastics (including checkout bags and hard-to-recycle packaging) end up in landfills. Thankfully, a key part of the Government of Canada’s plan to achieve zero plastic waste by 2030 is to ban such items, but will it be enough to improve our environment?
If the impact of this initiative cannot move the needle on its own, perhaps an increase in brand commitment to sustainable processes could help.
Think “digital first”
In a recent report on how retailers can adopt technology to improve sustainability, FashionTech, a Canadian firm that studies the impact of technology on the fashion, retail, and beauty industries, points to the number of new technologies that brands and manufactures can use to minimize waste levels.
Take for example, biometric fit algorithms: a preventable source of waste generated by the disposal of apparel not purchased by consumers due to fit or sizing issues, as defined by FashionTech. Biometric body data can be used by designers to remove the uncertainty in size production and lessen retailer return rates. By optimizing production sizes, apparel can be made in a size range that reflects data on a regional and store level, which is valuable for retailers that serve clients with different size and fit requirements specific to geographic regions.
In the same report, FashionTech recognized 3D virtual prototyping as a financially viable option for reducing the environmental impact of existing operations. In the short term, retailers and manufacturers may be keen on adopting processes like 3D virtual prototyping so that they can keep their commitment to more sustainable practices without breaking the bank.
Tangible steps forward
For as cost effective as technological solutions have proven to be, some are very “high-tech”. To protect their assets throughout the pandemic, retailers may be resistant to installing them.
That said, realigning every day practices to support the digital first model does not have to drain finances either – there are several actionable steps that retailers can take without sacrificing one important aspect of business for another.
They can start by educating shoppers on their sustainability features. Disclosing information about how they’ve enhanced working conditions or saved on packaging can help establish a sense of awareness and trust with consumers.
In addition, retailers can “green” their e-commerce experience by offering paperless billing or enabling a tick-box at checkout that gives customers the option to contribute to a sustainable cause.
No matter the initiative put in place, consumers are bound to notice it because of their interest in businesses taking stances and action on sustainability.
Anastasia Barbuzzi is a freelance journalist, photographer, and the digital editor at STYLE Canada. You’ll find her writing about beauty, fashion, life, and wellness on the internet and in print. She’s passionate about promoting and uncovering ways for the world to live a little more sustainably, and she loves a brand with a clean, green attitude. Keep up with her on Instagram and Twitter, and if you need something to read, check out her website.