eCommerce may have revolutionized the way consumers engage with the whole of the retail life cycle. But there’s a common trait it shares with brick and mortar: the need for sustainability.
Environmental awareness isn’t a question of marketability. It’s a question of responsibility. And it’s a question of customer demand. Nearly eight in every 10 consumers have indicated that sustainability is a chief priority in their purchases, reflecting a change in values on everything from packaging to manufacturing and affecting the overall customer experience.
Digital commerce may have alleviated much of the strain caused by overdevelopment of physical retail. But in many ways, it’s still falling short of meeting the increased consumer focus on environmental responsibility. While a recent report from Deloitte predicts US sales revenue from sustainable products will surpass $150 Billion in 2021, 2019 data from nonprofit environmental agency Oceana revealed that Amazon generated some 465 million pounds of packaging waste in 2019. The issue has become so severe that Amazon recently announced the launch of a vendor incentive program designed to minimize excess seller packaging by charging sellers as much as $1.99 per unit for packages failing to meet Amazon’s sustainable delivery standards.
But sustainability can't rely on good intentions alone. It relies on actionable strategies from both platforms and merchants.
Emphasize Your Commitment to Sustainability
Your brand narrative isn’t just an opportunity to convey your story creatively. It’s an opportunity to reach your customers at a personal level by shared values and a shared mission. In 2021, consumers want to know they have an active role in just how their purchases can have a greater impact beyond their own immediate needs. It’s no longer sufficient to pay lip service to sustainability. Customers want to see what processes you have in place. Updating your mission statement to reflect your shift towards green packaging and materials doesn’t just put customers at ease. It can result in higher sales. A recent survey from IBM indicated that almost three quarters of US consumers are willing to pay an average premium of up to 35 percent extra for brands that maintain standards of environmental responsibility.
Implement Responsible Packaging
Until fairly recently, Amazon’s notoriety for large packaging was legendary. However, it was actually a strategy which was designed to maximize space in delivery trucks. But Amazon isn’t the only company to insist on wasteful packaging. Research from the Ellen MacArthur Foundation found that only 14 percent of all plastic packaging is collected for recycling, with vast quantities being entirely unretrievable.
Reducing your packaging means taking into account both its size, its material and its recyclability.
Boxes that are too large not only waste space, but require more packing material for smaller items. Accommodate multiple sized purchases by buying boxes in multiple sizes.
With over 88 percent of Americans recycling their cardboard materials, minimize your usage of non-paper/cardboard packaging whenever possible.
How Sustainable Are Your Own Products?
Whether you’re a brand or a seller, there’s no niche that can’t benefit from an increased focus on sustainability. Sadly, many don’t take into consideration their materials used during production—only during post-production.
Your commitment to sustainability is reflected in every aspect of your product line. Your materials. Your packaging. And even your supply chain management. Returned merchandise doesn’t just hurt your business, but increases the vehicular pollution created during delivery. Both can be minimized by providing clear ordering information and adapting your return policies to allow returns only on select, larger items. The creative development of your business can have a considerable impact on the environment by providing a more green-friendly alternative to existing products. Even your marketing can be affected by offering discounts and promotions on your most sustainable products and encouraging your customers to think more green.
2020 saw a greater commitment from companies worldwide to reduce their carbon footprint. And there’s no doubt 2021 will see an even greater demand from both customers and companies to move towards a more sustainable retail environment. It’s up to both to pick up the pace. And it starts with reconsidering just how sustainable your own product line truly is. Even the smallest step can make a difference. Change your outlook and you just might change the world.
Color More Lines provides white glove, global account management of your eCommerce platforms so mission-driven companies can focus on new product development, branding and growth strategies. Find out more atColor More Lines.