Consumers are seeking a greener holiday season this year
In the bustling world of retail, a shift towards environmental sustainability and social responsibility is gaining momentum. From Naples, Florida, to nationwide clean-up events, brands are redefining their approach to business, placing a strong emphasis on eco-friendliness and charitable giving.
Megan Elwell, the founder of Lazy Turtle, a clothing and accessories retailer based in Naples, is spearheading this change. After moving her family from Chicago, Elwell became acutely aware of water quality issues in Southwest Florida, inspiring her to prioritize giving to charities that help marine wildlife. Lazy Turtle donates a portion of its proceeds to the Sea Turtle Conservancy throughout the year, and for the upcoming Christmas season, the store offers eco-friendly gifts such as reusable bags, bamboo products, biodegradable packaging, and organic cotton apparel.
Elwell is not alone in her efforts. Major retailers like REI are closing their doors on Black Friday and encouraging consumers to participate in clean-up events nationwide as part of its #OptOutside campaign. Lush, another brand known for its commitment to the environment, features subheadline text that reads, "Dreaming of an eco-friendly Christmas?"
The trend towards sustainability extends beyond the holiday season. Retailers like Everlane and Reformation have created products from recycled materials, and Macy's and J.C. Penney have partnered with ThredUp to sell second-hand clothing in their stores. Consumers are opting to extend the wait for a day or so to minimize the environmental impact of shipping, and some retailers have opted to introduce sustainability efforts in-house instead of engaging with resale partners.
A report from Alliance Data suggests that this shift in shopping habits may continue into 2020, with 36% of second-hand shoppers actively buying used merchandise for environmental reasons. The NPD Group's survey of nearly 3,500 consumers found that a retailer or manufacturer's stance on social issues is likely to be a positive influence on consumers, and Accenture's Holiday Shopping Survey of 1,500 consumers found that 45% of respondents are more likely to shop with retailers that address social issues through their business practices and working conditions.
For brands to attract consumers through the social causes they support, they must authentically present themselves and weave it into their brand's story. Lazy Turtle, for example, illustrates to consumers that their purchase is helping to save sea turtles through hangtags and point-of-sale merchandising. Retailers that carry Lazy Turtle items also request the signage, further emphasizing the brand's commitment to environmental sustainability.
As consumers turn to brands and retailers that adhere to their values, such as environmental sustainability and charitable giving, it is clear that businesses that prioritize these issues will find themselves at the forefront of a growing movement. The future of retail lies in its ability to balance profit with purpose, and brands like Lazy Turtle are leading the charge.
Read also:
- Magnesium-Rich Beverages: Origins, Advantages, and Potential Hazards
- Chinese Rare-Earth Mining Endangers the Mekong River's Integrity
- Deteriorating munitions are submerged in the Baltic Sea, and Germany aims to retrieve them before it's too late.
- Individuals Should Act if Drivers Display Risky Behavior - National Safety Awareness for Passengers Week
