CATALOGUE & PRINT A


secret waste


Addressing retail marketing’s


s ‘cause marketing’ and brand purpose become increasingly hot topics,


brands and retailers are scrambling to flaunt their sustainability credentials. Consumers are demanding more sustainable practices, concerned about the profound impact of global warming and the damage single use plastic is wreaking on the environment – and brands want to grasp the opportunity to play into the narrative.


EXPERT ROSTER


However, while many businesses claim to operate in an environmentally- friendly manner, they often harbour a dirty little secret. Current practices in retail marketing create a huge amount of unnecessary waste. This is damaging to the environment, the usual beneficiary of sustainability drives, but also to campaign ROI, the marketing manager’s primary concern. It also undermines – or at least renders hypocritical –


ISSUE NUMBER 252 | SPRING 2020 | ISSN 2049-8993


The official publication for the DCA


5000 print copies are mailed to readers with thousands more accessing our digital edition, checking our daily news updates and getting the insight they need at


www.directcommercemagazine.com


By Steve Pitts, business director, TAG


any messages they can deliver about their brand’s environmental credentials.


So why does retail marketing have such a problem with sustainability? The primary reason is the disjointed approach brands take to retail marketing. They tend to focus on cost management when producing display materials for mass-market use, which means they miss of the nuances necessary to make them


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