PRODUCT FEATURE | Sustainable kitchens
Every door within Daval’s Renzo collection is made from recycled wood
Sustaining the future
To celebrate Earth Day, we explore sustainable kitchen design, focusing on why retailers need to understand the benefits of sustainable design before they can successfully sell the concept. Francesca Seden reports
S
ustainablility is a hot topic as more consumers are adding it to their wishlists. One key way that retailers can help achieve the country’s goals to reduce its carbon footprint is by educating consumers on the most sustainable options and guiding them towards the most eco-friendly products. So, what do retailers need to know
about sustainability before they get involved in seriously selling it? Firstly, understanding that it’s not as straightforward as simply selling a few A-rated electrical appliances. As Quooker UK managing director, Stephen Johnson points
out: “The
issue of sustainability and sustainable design is very complex. We need to simplify what sustainability is in order for both retailers and consumers to fully understand it and appreciate the products that make it easier to become sustainable. In the home, sustainability
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comes down to saving energy and water, reducing waste and overconsumption, and investing in long-lasting, quality products. These conversations need to be encouraged and simplified.” However, as Franke UK sales and marketing director, Jo Sargent, says, it’s also “no dark art”, noting that most retailers will already be familiar with most sustainable products. So, as well as the obvious A-rated appliances, Sargent says it’s important to look for the FSC mark on furniture to ensure its sustainably sourced, and ensure that your supplier is clear at communicating their eco-credentials.
Selling sustainability won’t only benefit the planet – it could also give your profits a boost. As Sheffield Sustainable Kitchens marketing manager, Zoe Hepworth explains: “With increasing environmental awareness, consumers are placing
greater emphasis on ethical and sustainable practices when making purchase decisions.
“Retailers should take note that consumers are desperate to make purchase decisions based on clearly defined sustainable benefits.”
Harmony However, Hepworth also stresses the importance of properly understanding sustainability and what it is before attempting to
sell it. She adds:
“Retailers need to acknowledge that sustainability is not just a trendy label or a fad. It’s a way of approaching things and conducting oneself that’s in harmony with our environment and our wider ecosystem. “You have to step outside your comfort zone and start thinking from the grassroots up. For example, by considering macro ecosystems – where do we fit in, in the grand scheme of things?” Everything, from fully understanding where the raw materials have been sourced, to how they have been made,
and the whole supply chain from manufacturer to retailer to consumer, is going to become increasingly important if you’re to sell your business as
truly sustainable. Much of the responsibility will fall with manufacturers to ensure they’re practices are up to scratch, and that they are communicating these with their customers.
This point about the benefits of selling sustainability is echoed by many of our contributors, with many talking about an increasingly eco-conscious consumer, and this is backed up by data. Franke’s Sargent says:
“In 2022 sustainability was
identified as the number one consumer trend by the Trend Monitor report and data also suggests that over 80% of UK consumers are willing to pay at least 10% more for products if they are considered sustainable.
“By offering a
We need to simplify what sustainability is in order for both retailers and
consumers to fully understand it
Stephen Johnson, managing director, Quooker UK
range of sus tainable products and having the knowledge and confidence to talk up their energy- and cost-saving benefits, retailers can tap into this demand, attract more customers, and boost their sales.”
• April 2023
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