New carbon-emissions tracking tool will help businesses demonstrate sustainability in retail as shoppers grow cynical about superficial attempts to “greenwash”
Consumers want to shop with ethical brands that demonstrate real sustainability in retail. But savvy shoppers are growing cynical about superficial attempts by businesses to demonstrate their socially-conscious credentials.
In fact, research shows that almost half (49%) of people believe that too many brands align with good causes simply as a publicity stunt. Shoppers want real sustainable shipping.
In our experience, there are three major ways that brands can show that they are prepared to put their money where their mouth is when it comes to sustainability in retail.
1. Let shoppers participate
Too many companies talk about what they are doing to improve the planet but rarely give their customers the chance to join in. By providing lower-emissions delivery options at checkout and clearly labeling them with a visible icon or badge, a retailer can help a customer practise more sustainable shipping, giving them reason to come back for more.
2. Keep it specific
General commitments to positive impact may work in an annual report but they are hardly likely to convince savvy shoppers. Giving customers the chance to associate with a specific cause is much more meaningful. A great way to do this is to set up delivery options with micro-donations embedded in the shipping price, so that after clicking the buy button they can choose from one of several good causes to make a positive environmental impact, such as removing plastic from the sea.
3. Report back
Talk of sustainability commitments is no longer enough. The EU’s Corporate Social Responsibility Directive (CSRD) comes into force in 2024, requiring 50,000 companies to supply detailed emissions data. Customers are also increasingly scrutinising companies’ claims – they expect them to make meaningful progress in emissions reduction.
Retailers can proactively communicate their milestones to the customer through branded updates. For this to be successful, retailers and warehouses need a reliable way to measure and report on carbon-emissions tracking.
nShift makes it possible for retailers to set up and “badge” sustainable delivery options at checkout. It also enables online retailers to set up delivery options that trigger donations to good causes, supporting their environmental, social and governance goals. Retailers can choose whether to apply those options to specific delivery methods, or across all their delivery options.
Later this year, nShift will launch Emissions Tracker, which will help ecommerce companies and warehouses calculate, record, and analyze greenhouse gas emissions for every shipment. It enables companies to comply with new incoming environmental reporting requirements and helps them pinpoint opportunities for emissions reduction.