COMMENT AND OPINION | Paul Crow
PAUL CROW OPINION
The MD of Ripples talks honestly and openly about the company’s sustainable journey, how far the industry has come in taking a ‘greener’ stance, and how he intends to make environmental issues a greater priority in the future
How to be KIND to the planet A
You see, I’m probably a bit slow on the subject compared with many and certainly compared with people much younger than me. We need look no further than Sweden’s Greta Thunberg to realise that I am not the only one who needs a bit of a shakedown on it. I’ve had to think long and hard about not only my thoughts on sustainability, but more importantly whether I, Ripples or the industry, are doing enough about it. The obvious answer is to say no, but the real answer is, I honestly don’t know.
Environmental values
The launch of KIND brought home our own inconsistencies and overall lack of focus on the matter of sustainability in all areas of the Ripples business
When we launched our new range of home, bath and body products recently, we named it KIND, because the products are ‘kind to you and kind to our planet’. We discussed how we could relate to the growing number of people who make purchases based on environmental values and obviously we wanted to capitalise upon it. The idea resonated most with the youngest member of our team and subsequently it was her that was motivated to create the right products and branding for the concept. It was new ground for me, especially as we had to explore cardboard suppliers, packing tape and how the products could be made in a sustainable way. Ashamedly, I had never once considered the same for the thousands of boxes that go through Ripples, mainly because they are not sourced by us and go straight out to the customer, never to be seen again.
Consequently, the launch of KIND brought home our own inconsistencies and overall lack of focus on the matter of sustainability in all areas of the Ripples business. I’m confi dent that everyone in Ripples cares for the environment and acts in a positive way to protect it, but we don’t yet have in place a coordinated programme to
key reason I enjoy writing these columns is because, when the editor advises me of the theme for the issue and asks me to offer my opinion, it gives me an opportunity to collect my thoughts and align them into some sort of order. This can be quite eye-opening at times. So, when I was advised that this issue’s focus was sustainability, I was, for once, a little unsure of what to say.
ensure we are maximising our efforts. I have promised myself to try to change this.
As an example, the products we sell can use an awful lot of water and, below the headlines of fossil fuels and plastics, this critical resource often gets overlooked. As does the sheer power required to get the water to and from our homes. We all know our industry has made huge strides in reducing the amount of water required to deliver a functional and enjoyable showering experience, but I suspect we all agree that it’s not really top of most customers’ list of reasons for buying them. I wonder whether, if we pointed out on the quote how much water a product uses and perhaps even colour-coded it, like we do with electricity, we might draw more attention to the subject. It’s something we will certainly give serious thought to and I am open to being educated further. It is wholly wrong for me to make a claim to understand what is, and is not, done by manufacturers as many are doing way more than I realise. This leads me to two main conclusions. First, that I don’t talk about this subject enough with my own team or our suppliers, and second that they don’t talk to me enough about it either. I’m confi dent the pages of this issue will enlighten us on the good work being done by many of them. Ten years ago, if they were handing out awards for the most environmentally-friendly company in the bath- room industry, it would have been dominated by German and certainly European manufacturers. I do hope there are plenty of British companies who could now give them a run for their money. My promise to you is that I will make more effort on behalf of Ripples to fi nd out who they are, what they do, and how Ripples might be able to help them succeed in the future.
16
· June 2021
SUSTAINABILITY SPECIAL
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