||Green is the New Black for Sustainable Retailing
Green is the new black in retail. And it has been for years. More than ever these days, shoppers are paying attention to businesses that choose to make sustainable choices when it comes to product development, community initiatives, business practices and even retail models.
According to Edelman's Good Purpose survey, "at least monthly" purchases of cause-supporting brands increased by 47 percent from 2010 to 2012, showing that shoppers are more apt than ever to put their money where their values lie. While retailers are working every day to provide more sustainable products and business practices, we thought we'd highlight a few green things retailers are doing within communities across the country every day and in celebration of today.
• Eco-friendly packaging is just one part of Macy's green mission to turn over a new leaf. The initiative also empowers shoppers to choose paperless statements and earn points for taking green actions every day through Macy's partnership with Recyclebank.
• Patagonia Footwear and The Pedestrian Shops in Boulder, Colo. worked together to support Boulder's Earth Day Shoe Drive. The campaign is part of a larger effort benefiting the Center for ReSource Conservation which aids conservation programs along the Front Range that focus on waste reduction and energy and water conservation. This is just the tip of the philanthropy iceberg for Patagonia Footwear, which regularly partners with Patagonia stores for Advocate Weeks.
• The island of Oahu had several weekend events for residents to celebrate Earth Day. Among them was a commuter cycling workshop hosted by Whole Foods in Kailua, which joined with the Hawaii Bicycling League which led a beginner-paced group ride around Kailua later that afternoon.
• Los Angeles residents could get in the Earth Day spirit a day early thanks to Anthropologie and Wellgro Co., who put together pop-up farmers' markets and potting workshops for everyone to enjoy on Sunday.
• The Container Store is one of many organizations that encourage their employees and customers to take part in National Volunteer Month, another example of the company's ongoing commitment to the communities they serve.
• CVS/Pharmacy and several other Queen Creek, Ariz. community businesses turned out commemorate the town's second annual Earth Day celebration. The event, held on Saturday, included a recycling drop-off that gave residents the opportunity to drop-off a recyclable item and enter to win a bistro set from CVS, among other "green" activities.
Can you think of any green retailing examples we've missed that really stand out this year? If so, share it with us via email or tweet using #thisisretail. The best examples will be featured on thisisretail.org as NRF seeks to display retail's critical role in communities across the nation. After all, retail means more than shopping -- it's community building at its core.
(Source: Retail's Big Blog, 04/22/13)
What's In It For You:
Keep looking 90 to 120 days ahead on the Promotional Calendar so you are prepared for upcoming Green opportunities. It's an awful feeling having a date-specific event roll around, seeing one or more of your clients or prospects activate and spend, and knowing that you weren't even part of the conversation. Pay attention. Be pro-active.