FREIGHTING ECO REPORT
Seemingly, brands are stuck between a rock and a hard place, and this is something Jayn Sterland, the Managing Director of beauty brand Weleda, expresses to Cosmetics Business. “The delivery of product is really tricky to get right,” she notes. “If we put our products into glass, it’s good for the planet because it is highly recyclable, but they become really heavy to transport and emit more carbon.
“It is these carbon emissions which are some of the most difficult to control because, as yet, there isn’t an easy and global carbon neutral delivery mechanism... such as electric solar-powered vehicles and ships.”
So, while brands are fact-checking their carbon emissions per product, how are logistics companies making headway?
MAKING TRAVEL GREEN
One company that should probably get some attention for its efforts is the world’s biggest retailer: Amazon. Examples of Amazon’s sustainable freight alternatives include drone technology and its Shipment Zero commitment, which aims to make all its maritime freight net zero carbon. By 2021, the retailer will also roll out 100,000 electric
Amazon is making progress in the field of sustainable transport with investment in drone delivery, green maritime freight and electric vehicles
delivery vehicles, with 1,800 set to hit Europe. Meanwhile, Amazon has been listed as a member of BSR’s Clean Cargo Working Group. Made up of 85 companies, from cargo owners to carriers and retailers, the initiative was founded as a buyer- supplier forum on maritime sustainability, assessing cargo emissions, sustainable procurement and decarbonisation. H&M Group, Marks & Spencer and Primark are also listed.
This is an example of what Haine believes companies should be doing to reduce their emissions output. He notes: “We’ve got to consolidate. The industries need to come together: retailers need to come together with shipping companies and logistics companies to try some things out and do pilot studies on the better way to do things.”
Haine recommends beauty brands “do a bit of probing”, as difficult questions will “add to the clamour” for logistics firms to decarbonise. “You can start to select logistics companies who are a bit more proactive, those that are using e-bikes, cargo bikes, foot logistics, drones – the latest thinking around delivery and combined deliveries to save transport miles,” he adds.
CHANGE IS AFOOT It’s hoped that by 2050, a carbon neutral vessel will not just be a possibility, but a reality. The same cannot be said for air travel given no battery has the power to propel the weight of an aeroplane into the sky. But maritime transport is making headway. According to Haine, a kite-powered mode of transport is in the making, allowing a cargo ship – under the right conditions – to be heaved
across the waves by its very own air carrier. In the meantime, alternative fuels are one of the best feasible methods of becoming more sustainable. As Haine notes: “The industry is now looking at itself with some vigour around alternative fuels such as ammonia and green hydrogen. The perfect solution is using offshore wind or renewable wind to make green hydrogen”
WE ASK THE EXPERT
Ray Hopkinson, Creative Partner, Hubbub
How can beauty companies better communicate their sustainable
practices? Our recent research with the British Beauty Council found that there is significant demand among the public for sustainable beauty products and brands, yet confusion remains a barrier for many. One in five (20%) people surveyed said not knowing how to check if products are environmentally friendly was a deterrent to more sustainable consumption. The polling also revealed that, of those surveyed, 90% want clearer information on how to recycle products when finished, 88% want information on how to use products in a more environmentally friendly way and 86% want information about ingredient supply chains.
cosmeticsbusiness.com
Here are a few ways to communicate what you’re doing and build trust with your audience: Speak everyday language It can be tempting to use environmental jargon, but this is widely misunderstood by the mainstream public and makes it difficult for consumers to make choices. Communicate in a clear, accessible way and don’t overcomplicate things. Be transparent Engaging consumers with more transparent communications builds trust that is vital for long term success. No one expects you to be doing everything perfectly but be honest about your success and your room for improvement. Evidence your claims There is a lot of greenwash out there which consumers have caught on to and many are going a step further calling brands out for this behaviour. Share the facts and present your achievements in accessible, relatable ways.
December 2020 39
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