ELITRENDS: Trends for 2024 - Retail

Amid greenwashing scandals and shrinkflation, rebuilding trust in consumer-retailer relations is crucial. Transform in-store shopping into eco theaters, vividly showcasing green credentials and validating net-zero commitments. This isn't just about selling more; it's an opportunity to engage consumers in eco-education, making them active participants in your sustainability journey. Beyond in-store repair centers and waste reduction initiatives, focus on creating an entertaining and educational shopping experience. As the future of physical retail evolves, offering shoppers a front-row seat to your GREEN THEATER could set your brand apart.?

CASE 1 - SELFRIDGES & ALLBIRDS

Footwear brand highlights shoes' carbon impact with clever pop-up

In July and August 2023, Selfridges, the renowned London department store, hosted a climate-focused pop-up in collaboration with footwear brand Allbirds. The Carbon Concept Store uniquely labeled sneakers with black spheres of different sizes, symbolizing their corresponding carbon footprints. At the heart of this display was Allbird's groundbreaking carbon-neutral prototype, the M0.0NSHOT, slated for release in Spring 2024.

Despite Allbirds' consistent efforts to raise carbon footprint awareness since 2020, a mere third of their customers can confidently articulate the concept of carbon. While playful visuals capture attention, the ongoing challenge lies in delivering a universally clear message.?

THINK: How can you communicate with clarity and ensure your sustainability message means the same thing to every consumer??

CASE 2 - BANPUNEXT AND ROOTS

Clean energy provider highlights carbon impact with pop-up café

Banpu NEXT, a smart energy provider, joined forces with Roots micro-roastery to unveil the Infinite Café, a temporary clean energy pop-up in Bangkok. Operating from July to September 2023, the café not only generated its own electricity but also implemented intelligent waste management, provided electric tuk-tuk transportation, and emphasized the carbon emissions offset with each coffee purchase.

Recognizing that 15% of APAC consumers abstain from sustainable goods due to information gaps and conflicting data, it's imperative to make eco-credentials the focal point. Ensure your claims are verified and transparent, placing sustainability at the forefront of your narrative.

THINK: How will you ensure you allay consumer concerns with your eco-performance??

CASE 3 - DELTA HOTELS BY MARRIOTT

Hotel cuts single-use plastics with atmospheric water generators

In March 2023, Delta Hotels by Marriott in Dubai Investment Park proudly announced the installation of two Atmospheric Water Generators from Airowater. These innovative appliances transform air humidity into drinkable water, generating an impressive 500 to 1,000 liters per day—more than sufficient to meet the entire hotel's water needs. The initiative further eliminated plastic by introducing glass water bottles throughout the complex, with the hotel estimating a saving of 11,000 kg of plastic for every 1,000 liters of water produced.

This transformation demonstrates that even basic necessities like drinking water, seating, and walkways can be turned into environmentally friendly showcases, setting a precedent for sustainable practices.?

THINK: What parts of your physical space could do with an entertaining eco-overhaul?