Helping Retailers and Consumers Achieve their Sustainability Goals
In today’s marketplace, brands face increasing pressure to demonstrate their commitment to sustainability. This pressure often stems from both upstream and downstream demands: big-box retailers, such as REI, Walmart, and Target are implementing ambitious sustainability goals, and consumers are seeking products that align with their values and promote healthier, more sustainable lifestyles. However, I recently came across an article about Walmart missing its latest emissions reduction goals, which got me thinking. Shouldn’t all brands be asking themselves how they can help their customers achieve their sustainability goals?
2 Essential Questions Your Brand Should be Asking….
- How can we help our customers (big-box retailers) achieve their sustainability goals?
Big-box retailers like Walmart, Target, and REI are setting strict sustainability targets for their suppliers, often focused on reducing greenhouse gas emissions, minimizing waste, and improving supply chain transparency. Brands can support these goals by:- Measuring and reducing their GHG emissions. Conduct GHG inventories for Scopes 1, 2, and 3 to identify opportunities for improvement.
- Designing for circularity. Consider how products can be reused, recycled, or composted to reduce waste.
- Providing data transparency. Make it easy for retailers to include your sustainability performance in their reports.
By aligning with retailer goals, brands not only meet compliance requirements but also become trusted partners, increasing their appeal to key accounts. When brands measure and improve their sustainability performance, while also helping retailers achieve their own sustainability goals, brands can increase customer loyalty, and differentiate from competitors looking to steal more market share and shelf space.
- How can our products help consumers live healthier and more sustainable lifestyles?
Consumers are increasingly supporting brands that align with their values, and are more informed and conscious than ever, and there are a plethora of studies to back this statement up. However, many brands are missing the opportunity to deliver products that help the end user live healthier and more sustainable lifestyles. Brands can inspire loyalty by demonstrating how their products contribute to a better future. Consider:- Materials and ingredients. Use natural, ethically sourced, and more sustainable inputs to appeal to health- and sustainability-conscious consumers.
- Clear messaging. Highlight how your product minimizes environmental impact or contributes to positive change. For example, a product that reduces water usage or eliminates harmful chemicals can resonate deeply with consumers. However, we recommend following the FTC Green Guides for how to communicate sustainability, and also recommend going beyond substantiating claims with 3rd-party certifications, such as: 1% for the Planet, The Climate Label, FSC Certified, Cradle to Cradle, etc.
- Empowering choices. Provide education through packaging, content, or marketing on how customers can use your products to live more sustainably. In addition to your product helping your customers live healthier and more sustainable lifestyles, we also recommend that your packaging reflect these values by ensuring that it is 100% recyclable, which can also help your brand avoid Extended Producer Responsibility (EPR) for packaging fees which are going into effect in several states. You should also use your blog and social media to educate your customers on the benefits of your products and packaging, but also don’t be afraid to share the “ugly” side of trying to be more sustainable. Transparency builds trust with consumers and it’s ok to try a new material and realize it had hidden environmental consequences.
Ultimately, brands that position themselves as problem-solvers—both for retailers and consumers—stand to gain a competitive edge. By asking how they can help retailers meet sustainability targets and empower consumers to live healthier, more sustainable lives, companies align their values with the market’s needs, ensuring long-term success.
When it comes to retailer sustainability compliance, brands that seize the opportunity to help their customers achieve their sustainability goals will reap the benefits, and so will the planet. By focusing on these two key questions, brands can deepen relationships with retailers, build trust with consumers, and position themselves as leaders in the movement toward a more sustainable future.
How We Can Help
At Emerger Strategies, our mission is to measure and improve your company’s sustainability performance, all while boosting profits, so whether you need help demonstrating progress to retailers on your sustainability journey, or measuring your scopes 1-3 GHG emissions, earning 3rd-party certifications and communicating your efforts to consumers, our Sustainability Consulting Services can help your brand make the business case for sustainability.
