As the sustainability dialogue has evolved over the years, so too has the working definition of what it means to be truly sustainable. The biggest brands are looking at addressing our world from a variety of perspectives. By carefully considering each category, and tailoring solutions to meet each one specifically, there is the potential for a much bigger impact on sustainability initiatives.
As more consumers are in touch with sustainability practices in their everyday lives, they are searching for the products that meet their needs. The most successful brands are meeting their target audience demands by focusing on planet saving initiatives. Beyond the bottom line, even the best sustainability practices can’t have the desired impact if brands don’t work with the consumers they serve. With most sustainable habits taking place inside people’s homes, we truly need to work with our audience to find success.
The best path forward to a sustainable future is when we work together. Business, philanthropic agencies, scientists, and individuals must be strategically aligned. Whether it be through making additional business partnerships or by working with scientists to create science-based sustainability targets, it’s imperative that all hands are on deck. By working together, we can use our talents and offerings in strategic ways to create more sustainable success.
Of course, some of the most important stakeholders are the consumers. We need to be on the same page with those who use the products and share just how to use, reuse, and recycle them correctly. To do just that, brands need to share the stories of sustainability. While science-backed sustainability efforts are powerful, making messaging clear to consumers is how we fully engage our audience in change-making shifts. Strategically packaged goods is one way Walmart is working to share the message.
Perhaps the biggest takeaway is that while brands are continuing to work tirelessly on aggressive sustainability goals and initiatives, it will still take time. Sustainability is not an overnight success story. It takes every brand, every person, to make incremental shifts towards sustainable practices for us to see real success. By setting strategic and science-backed goals, we can all move the needle forward towards a sustainable future.
The most successful brands are learning that reaching sustainability targets means getting everyone on the same page. Internal efforts are most successful when matched with strategic external communication and education. The goal is not to have consumers simply pick the sustainable options, but rather, to empower consumers with an entire shelf of planet-protecting products.
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