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How can you demonstrate product sustainability effectively?

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Product sustainability is a growing concern for many consumers who want to shop ethically and environmentally. As a merchandiser, you can use various techniques to showcase your products' sustainability features and benefits, and attract more customers who value this aspect of your brand. In this article, you will learn how to demonstrate product sustainability effectively in your merchandise displays.

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Abdullah Umar

x H&M | x Artistic Milliners | Denim Tech | Ethical Sourcing | Digital Marketing | Business Intelligence

1 Use clear labels and signs

One of the simplest ways to communicate product sustainability is to use clear labels and signs that highlight the eco-friendly attributes of your products. For example, you can use tags that show the materials, certifications, or recycling processes of your products, or signs that explain the social or environmental impact of your brand. Make sure your labels and signs are visible, readable, and consistent with your brand identity and message.

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Ilgar Zarbaliyev

Senior Manager @ SumProduct Pty Ltd. | Microsoft ?MVP | MCT Community Lead
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Enhance sustainability communication: -Material Clarity: Clearly state eco-friendly materials. -Certification Focus: Showcase sustainability certifications. -Recycling Guidance: Communicate recycling processes. -Social Impact Highlight: Share positive social impacts. -Consistent Branding: Align labels with brand identity. -Readability Matters: Opt for clear, legible design. -Strategic Placement: Ensure visibility on packaging. -Interactive QR Codes: Link to detailed sustainability info. -Educational Messaging: Inform about broader impact. -Regular Updates: Stay dynamic with ongoing commitments. Effective, concise labels and signs reinforce your commitment to sustainability.

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2 Create stories and themes

Another way to demonstrate product sustainability is to create stories and themes that showcase the origin, purpose, or value of your products. For example, you can use props, images, or colors that reflect the natural or cultural elements of your products, or create displays that illustrate how your products solve a problem or improve a situation for your customers or the planet. Stories and themes can help you connect with your customers emotionally and intellectually, and make your products more memorable and meaningful.

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3 Educate and engage your customers

A third way to demonstrate product sustainability is to educate and engage your customers with interactive or informative elements in your displays. For example, you can use QR codes, videos, or infographics that provide more details or facts about your products' sustainability features or benefits, or invite your customers to participate in quizzes, surveys, or games that test their knowledge or awareness of sustainability issues. Educating and engaging your customers can help you build trust and loyalty, and encourage them to take action or share your message.

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4 Showcase customer feedback and testimonials

A fourth way to demonstrate product sustainability is to showcase customer feedback and testimonials that endorse your products' sustainability claims or benefits. For example, you can use social media posts, reviews, or ratings that show how your customers are satisfied with your products' quality, performance, or impact, or feature stories or photos of how your customers are using your products in their daily lives or contributing to sustainability causes. Showcasing customer feedback and testimonials can help you boost your credibility and reputation, and influence your potential customers' decisions.

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5 Update and refresh your displays regularly

A fifth way to demonstrate product sustainability is to update and refresh your displays regularly to keep up with the latest trends, news, or events related to sustainability. For example, you can change your displays according to the seasons, holidays, or special occasions that are relevant to your products' sustainability aspects, or highlight new or innovative features or benefits of your products that reflect your commitment to sustainability. Updating and refreshing your displays regularly can help you maintain your customers' interest and curiosity, and show that you are proactive and responsive to sustainability challenges and opportunities.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Abdullah Umar

x H&M | x Artistic Milliners | Denim Tech | Ethical Sourcing | Digital Marketing | Business Intelligence
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Important aspect of product sustainability is to sell logic. Getting the right material knowledge, promotions, eco-tags, and claiming the use of sustainable materials, processes and even recycled portions should have an impact that exists practically. Putting in 20% recycled material in the merchandise offering that reduces the life cycle of sustainable product by 50% comparing to the conventional one doesn't make sense! Claiming to have responsible production, still labor practices of the third world countries doesn't resonate with the so called claims doesn't make sense! Claimed sustainable initiatives must have a practical impact. We can't fool a big part of the world in today's era for longer period of time!

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How can you demonstrate product sustainability effectively?

1

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3

4

5

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1 Use clear labels and signs

2 Create stories and themes

3 Educate and engage your customers

4 Showcase customer feedback and testimonials

5 Update and refresh your displays regularly

6 Here’s what else to consider

Merchandising

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How can you demonstrate product sustainability effectively?

1

2

3

4

5

6

1 Use clear labels and signs

2 Create stories and themes

3 Educate and engage your customers

4 Showcase customer feedback and testimonials

5 Update and refresh your displays regularly

6 Here’s what else to consider

Merchandising

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