Retail and Sustainability

Brands and supermarkets need to support sustainability and environmental impact. Both are important towards taking sustainability to consumers. The companies are the decision makers in taking a choice of going 100% sustainable market and educate the consumers and shoppers, as consumers and shoppers come secondary when it comes to adopting sustainable means at retail level.

There are opportunities to engage the consumer and get brand loyalty with sustainable means. UTZ Certified started with a farm in Guatemala and a supermarket, retailer on supporting the cause for better farming. It is about rewarding the better practices for utilizing sustainable practices which impacts the environment. This initiative starts the dialog between manufacturer and the market - creating a better understanding to go for a greener alternative. The chain of communication is long, between manufacturer and retailer, and often causes losing out on translation, UTZ helps to bridge the gap and bring them into one platform. We want to create a platform and start a dialog in common language.

Globescan Research Findings

Globescan a research agency did a research on sustainability among six countries including India - three developed countries and three developing countries. And they found that the interest level in consumers for sustainability was higher in emerging markets.

In India, they segmented the consumers in four segments; Advocates, Aspirationals, Practicals and Indifferent. Advocates were 16%, and Aspirationals were 42%.

Most people don't realize that though the West may have coined the term sustainability, the major chunk of people is indifferent. And here is fact; though India has 16% of population as advocates for sustainability, those who are willing to change and adopt sustainable lifestyle, and 42% Aspirational population who are willing to adopt sustainable means, IF it is suitable to their lifestyle, there is an immense scope to tap this market for Sustainability. In west the population is not as welcoming as the numbers which are provided. So India has a fertile market for carrying out Sustainability with positive outcomes with interest levels already in place for the brands and retailers to check it out.

Shoppers and Sustainability

Brands and retailers can connect with consumers and shoppers on sustainability and they will feed brand loyalty. Opting for sustainable means is also about sharing the feel good factor. You feel good when you do something good. Similarly when you opt for a sustainable product, you feel good which further fuels brand loyalty. We keep a strong focus on keeping the cost low in supermarkets to spread the accessibility but still shoppers looking for sustainable means are in small segment.

Adopting Sustainability

A lot of companies are already adopting the change and reaping benefits. It is also about reputation management; after a certain point, company has to be responsible and going sustainable is a responsible way as the leader brand, retailer shows the way to lead.

To attract shoppers brands and retailers also opt for sustainable repositioning; and that will require some major changes in core levels, but then you are sending a strong message across all platforms that you are willing to change your practices by adopting sustainable means while making a statement which will ultimately elevate your position in front of your shoppers, consumers.