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Retailers Making a Difference Beyond Earth Day

Heather Narva
Senior Marketing Manager, Oracle Retail

Earth Day, the annual reminder to protect our planet, is the perfect opportunity to share how your brand is making a difference in the world. Many consumers have touted their desire for more sustainable products for years, and data shows that they’re using their spending power to effect the change they want to see.1 In fact, Neilson reports nearly half (48 percent) of U.S. consumers say they would definitely or probably change their consumption habits to reduce their impact on the environment. Their study also shows that Millennials more likely than Baby Boomers (53 percent vs. 34 percent) say they’d be willing to forgo a brand in order to buy products that are environmentally friendly. What statement will your brand make, beyond April 22, to demonstrate the protection of our planet?

Watch the video to find out what matters most to consumers:

Here are a few modern retailers whose efforts to support Mother Earth caught my eye:

As shared by Patagonia...

  • Worn Wear: Patagonia's program that keeps gear in action longer. Why extend the life of gear? Because the best thing we can do for the planet is get more use out of stuff we already own, cutting down on consumption.

  • Environmental Grants and Support: Patagonia pledges at least one percent of sales or 10 percent of pre-tax profits—whichever is more—to environmental groups. They give at the grassroots level to innovative groups overlooked or rejected by other corporate donors. They fund activists who take radical and strategic steps to protect habitat, wilderness and biodiversity.

According to recent company news by adidas...

  • Plans to Produce More Shoes Using Recycled Plastic Waste in 2019: In 2018 adidas produced more than five million pairs of shoes containing recycled plastic waste. The company now plans to more than double that figure this year. Through cooperation between the sporting goods manufacturer and the environmental organization and global collaboration network Parley for the Oceans, plastic waste is intercepted on beaches, such as the Maldives, before it can reach the oceans. That upcycled plastic waste is made into a yarn becoming a key component of the upper material of adidas footwear.

 Levi's states...

  • Levi's Water<Less: They have saved more than 3 billion liters and recycled more than 2 billion liters of water. As of today, more than 67 percent of all Levi’s® products are made with Water<Less®techniques. They can reduce up to 96 percent of the water normally used in denim finishing, the final stage in making of a pair of jeans. By 2020, their goal is for 80 percent of all Levi’s® products to be made using Water<Less innovations.

The New Topography of Retail study found that when it comes to shopping, consumers are keen to have visibility into virtually everything–they want to know that retailers are acting sustainably and limiting their impact on the environment, with 52 percent saying that this knowledge would influence their loyalty to a fashion or specialty retailer and 56 percent to a grocery retailer.

So this Earth Day and every day, what is your brand doing to meet today’s shopper expectations?




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