FUTURE PERFECT 2019 The rise of sustainable retail: Linney
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The rise of sustainable retail: FUTURE PERFECT 2019
SUSTAINABILITY
THE PAST YEAR HAS
SEEN A HUGE SHIFT IN
CONSUMER ATTITUDE AND
BEHAVIOUR TOWARDS A
SUSTAINABLE FUTURE.
More of us are evaluating and adapting
our lifestyles through reduced plastic
usage, less meat consumption and rising
awareness of the impact we’re having on
the environment. It’s been about taking
active steps rather than leaving it to others.
TV show Blue Planet II highlighted
in the bleakest terms the damage
plastic is causing our oceans.
"THE WORLD’S OCEANS
ARE BECOMING A ‘TOXIC
SOUP’ OF INDUSTRIAL
WASTE AND PLASTIC." Top 3 Experience Players
Total Visits in Q4 2018 YoY
Sir David Attenborough
With UK Government legislation declaring
8.5
the elimination of all avoidable plastic waste 7.5
by 2025, consumers are seeking sustainable 6.5 52% OF UK ADULTS
5.8
and ethical approaches across products PREFERRED AN
and services – and brands are catching on. 4.7
EXPERIENCE RATHER
While this is a wider movement beyond THAN PHYSICAL GIFTS.
seasonal occasions, this increasingly 2.1
sustainable viewpoint was amplified Source: Barclaycard
with evolving attitudes at Christmas. Buy A Gift Virgin Experience Days Prezzy Box
Consumers look to less clutter, less plastic
2017 Q4 2018 Q4
and less waste in their approach with an
increasing focus on gifting experiences Data source: Hitwise
rather than physical products.
3 4
PLASTIC REPURPOSED RETAIL TO THE RESCUE
Case Study: Case Study:
Iceland Reverse John Lewis
Vending Machine Tackling Waste
The retailer’s sustainability efforts have A retailer already highly
seen it become the first in the world to engaged in sustainability,
commit to removing plastic packaging it’s trialled a scheme which
from all own-brand products by 2023. allows customers to sell back
unwanted clothing – reducing
In 2018, the chain launched its reverse the number of textiles taken
vending machine programme across five to landfill.
branches in support of the government’s
proposed deposit return scheme in The project has seen the brand
England. The machines repay customers select four start-up businesses
with a 10p voucher to be used in store to help tackle plastic waste
for each bottle they recycle. Since the as part of its retail innovation
launch, shoppers have earned the programme, each with a different
equivalent of more than £30,000, with focus point and objective in mind.
figures showing that over 300,000
CupClub reduces single-use
bottles have been returned. Engagement
plastic packaging by providing
for the scheme was particularly high
for children who were teaching and
"WE’VE GAINED HUGELY trackable products and utilises The sustainability conversation is vast and,
VALUABLE INSIGHTS INTO BOTH RFID technology. while consumers are assessing individually
encouraging their parents to use the how they can do their part to help, brands
machines. Other UK supermarkets CONSUMER INTEREST AND Cuantec turns waste material and retailers are looking how changes can
are following Iceland’s lead and have THE FUNCTIONALITY OF THE into natural biopolymer which be made across the retail environment.
started to carry out similar projects. SCHEMES, AND IT’S CLEAR FROM is then made into compostable,
THE RESULTS THAT CONSUMERS antimicrobial food packaging.
Getting consumers to actively
WANT TO TACKLE THE PROBLEM 42% OF UK CONSUMERS AGREE
take part in sustainable projects in
store while rewarding and further OF PLASTIC HEAD-ON AND
RePack reuses and returns THAT SMALLER COMPANIES
e-commerce mail packaging.
educating is a positive way to increase WOULD BE IN SUPPORT OF A TEND TO BE MORE ETHICAL
engagement and awareness. NATIONWIDE SCHEME." Replenish creates reusable THAN BIG BUSINESSES.
and refillable bottles for
Richard Walker, Iceland’s Managing Director Source: Mintel
liquid concentrates.
5 6
4.
A WINDOW INTO 1.
SUSTAINABILITY
L’Occitane en Provence (1, 2) used its store
windows to communicate the brand’s
Christmas commitment campaign.
Purchased gifts were about more than
just the product, they also increased 2.
awareness of the ‘fight against blindness,
sustainability and provenance’.
Opening just in time for Christmas, the
sustainable luxury accessories brand
BOTTLETOP (3) is the world’s first zero
waste store creating an entirely new kind
of shopping environment. The space
blends industrial design with contemporary
art to reflect the brand’s commitment to
sustainability, collaboration and innovation.
The ‘Pass On Plastic’ pop-up (4), a
collaboration between Sky’s Ocean 3.
Rescue and Project 0, uses the space
to inspire people to eliminate single-
use plastics and shows how everyone
can easily change their habits. Visitors
could shop the limited-edition reusable
products, with artwork designed by
celebrities such as Bob Geldof, Princess
Eugenie, Fearne Cotton and Kate Moss.
7 8
THE SUSTAINABILITY TREND IN
RETAIL: SPRING 2019
Get in touch to discuss opportunities for insight into
what’s new and what’s next in your sector.
katieoliver@linney.com
KATIE OLIVER
LINNEY INSIGHT & RESEARCH TEAM
9 10
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