How measurement, insight-led decisions and shared learnings are helping brands tackle sustainability challenges.
Delivering sustainable ROI is a key business objective for brands globally. However, the challenges in achieving carbon neutral targets, especially as brands find themselves at different stages in the sustainability journey are numerous and varied.
On the one hand, the adoption of comprehensive sustainable practices and achieving B-Corp status is the beginning of sustainable journeys for brands, while elsewhere others are only just beginning to introduce a small percentage of recycled materials to their packaging. Yet, focused sustainability initiatives are driving positive change across the retail industry, as discussed at the POPAI Impact23 Sustainability Summit in London recently. Our Senior Retail Solutions Designer, Gareth Duggan, and Product Manager, Philip Mason Parker, share their key takeaways from the event:
1. Less greenwashing, more action
Sustainability has progressed from being tagged into job roles, to being a core area that requires dedicated officers and expertise leading the agenda. So it’s encouraging to see how sustainability has become a key business pillar in the last few years, one that needs to evolve with the brand’s objectives, and consistently contribute to driving ROI. Where previously bigger brands tend to lean on their supply base to improve their sustainable credentials, it is now just as much an internal focus.
Increased understanding of sustainability developments and the demands of more discerning, eco-friendly customers has also resulted in a shift from greenwashing to actionable steps. What this means is more resource directed at improving transparency and delivering substantiated, measurable sustainable impact. Add to that a collective learning approach across industries, and we’re seeing more people come together to share best practices on how to genuinely take on sustainability challenges.
2. Measurement and metrification drive smarter decisions
You can't manage what you can't measure. The same applies to sustainability initiatives. Without measurement, brands can’t effectively track performance or make improvements, unlocking minimal sustainability gains. We’re seeing a growing emphasis on making choices based on measurement instead of opinion – and rightfully so. Leveraging data-driven insights empowers brands to make informed decisions, better assess approaches and outcomes (what are the right materials for the job?) and root out inefficiencies (how do we reduce wastage from materials that fail to reach the shop floor?).
In the retail space, measurement and metrification, powered by tech, similarly play a critical role in understanding and driving sustainable impact. Our technology Trace utilises both to help brands track, trace and know where their POS is across the supply chain, if it’s installed correctly, and how to cut waste. This allows brands to track and engage with their POSM throughout the supply chain and lifecycle. And ultimately deliver sustainability, effectiveness and realise ROI.
3. Managing end-of-life is a shared responsibility
End-of-life management still presents significant challenges, not least with issues around adequate recycling capabilities, keeping costs low and ownership. But addressing this is crucial, and having this become a shared responsibility, even more so. For brands, it matters little how well-intentioned choices and processes are if the end-users (retailers) do not have proper disposal or recycling practices in place. Optimising and certifying the end-of-life use and disposal of POSM from both warehouse and retail environments – and making sure stakeholders recognise the value of sustainable implementations and remain accountable – is key to helping brands close the loop and improve sustainability gains.
At Indicia Worldwide, we are committed to supporting brands, wherever they are in their sustainability journeys. If you would like to speak to one of our experts about how we can help you deliver sustainable ROI, please get in touch.
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