Sustainability | ANALYSIS
through lack of knowledge. The word ‘sustainable’ is becoming overused in a similar way to ‘artisan.’ Rather than incorporate sustainability into their marketing spend, companies need to invest more prudently in gaining the knowledge to help support a more genuine message.”
Also backing the legislation option, she adds: “I would advocate using legislation to focus the industry on being more accountable for measuring their carbon footprint. There should also be a governable ban on planned obsolescence of appliances.”
Support Looeeze Grossman, founder of The Used Kitchen Company, believes that, in order for retailers to be confident in talking about sustainability, they must be better supported. “Retailers need to be better informed both by the Government and manufacturers about what’s on the market, what is becoming available and what the options are for the most sustainability- conscious buyers.
“These new buyers will want to know details; they’ll have already Googled the brand’s credentials before coming into the showroom and are likely to put staff ‘on the spot’ with their newly-found knowledge. As much as it’s down to manufacturers to educate and inform suppliers, it’s also down to individual showroom managers and teams to understand what’s out there, what alternatives to go for and if there are any initiatives available to help offset any carbon from their purchase.”
NABILITY GAP
everyday lives, for example in the kitchen. “We need to simplify what sustainability is for and
retailers consumers to understand it and
appreciate the products that make it easier to become sustainable. These conversations need to be encouraged and simplified.”
One way of simplifying things is for Government to offer clear advice and guidance on sustainability and better support the KBB industry. This is echoed by Ebru Bircan, leader marketing activation UK for Lixil Emena and Grohe. “If there is more direction from the Government — whether that’s incentives or legislation — we’re likely to see a bigger change. At the moment, it’s primarily down to will — retailers don’t necessarily have to speak about sustainability with their customers and customers don’t have to buy into it. One such example of government involvement and resulting impact was the overnight reduction in use of plastic shopping bags in the supermarket when a 5p levy was introduced in 2015. Once the tax was introduced, this changed people’s behaviour and mind-set for the better exponentially.” Consumers, retailers, suppliers, and Government are all players in the sustainability game. So, is it just Government who is responsible?
Helen Lord, founder of the Used Kitchen Exchange, says it falls on all of us. “In order to change thinking, everyone needs to understand the reason
May 2022 ·
why it is necessary, and we don’t believe the majority of independent retailers have reached this point yet. Rather than apathy, we feel a reason to believe in sustainability is just not there yet and our whole industry is, therefore, culpable. “We need to establish industry-wide shared goals and a road map for success. It just won’t happen if we don’t all embrace the need for change. One way we could make this happen would be to set up an industry task force, engaging key stakeholders and embracing early adopters from independent retailers, manufacturers and industrial leaders who are already established in their sustainability journey.” Lord continues: “How great would it be if we could reward businesses who have already made massive inroads into their sustainability journey? It is already common knowledge that promoting sustainable initiatives is so much more effective if coupled with extrinsic benefits. So I would financially incentivise retailers and manufacturers to reduce their carbon output year on year.”
Zoë Hepworth, marketing manager at Sheffield Sustainable Kitchens, agrees: “We are all responsible for ensuring that we talk about sustainability. If we all shun responsibility and pass it on to someone else, then nothing will happen. The KBB industry could be a lot more authentic in its sustainable proposition as opposed to greenwashing either deliberately or
Herein lies the sustainability gap. It’s not that consumers don’t care about being eco-friendly, they just don’t prioritise sustainability when they walk into a showroom. The same applies to retailers who might need support from suppliers and Government. It would seem that cnversations about eco-friendly products and sustainable practices are on the rise, and there’s a feeling that we’ll soon all be pulling in the same direction.
Viewpoint
MD Yvonne Orgill on how the Unified Water Label Association is helping retailers get the sustainability message across to consumers
Retailers are coming to understand the value of introducing water-efficient products to their customers. We have seen an increased interest in our information packs, developed to help retailers communicate the benefits of water-efficient products and promote The Water Label, since it was launched at the end of 2021. It includes a range of tools, flyers, posters, social media posts and videos, all reinforcing our message that water matters, and tips and advice on how to save water in the home.
This information can be accessed free of charge, from the UWLA website. We also saw healthy interest from retailers at kbb Birmingham, who were interested in using the Water Label more visibly in their showrooms.
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