Unpacking sustainability

Hugh Lightbody, chief officer of the Business Gateway National Unit, explains that help is available for businesses looking to invest in more sustainable packaging measures

ECO-friendly initiatives used to be a novel concept for almost all businesses; something that might be included as part of a wider corporate social responsibility programme, rather than an integral part of business operations. Today, however, behaving sustainably is not an optional tactic for successful businesses. With intense focus on the climate crisis, consumers are demanding businesses demonstrate how they are ensuring their offering is eco-friendly with limited impacts on the environment. As a result, introducing sustainable practices has grown from being a way that businesses demonstrate good corporate credentials, and instead, has become an essential element for success. 

The packaging industry is no exception. It is clear to see that the rise of movements like Fridays for Futures and Extinction Rebellion has supported a significant increase in consumer awareness of the power that their purchasing decisions can have. To that end, consumers are demanding packaging becomes more sustainable to reduce consumption and unnecessary waste.  What was once seen as a convenience product to protect purchased items, sustainable packaging has now become an essential part of modern-day e-commerce. 

Whether it’s plant-based, recyclable or compostable, brands and businesses are rising to the challenge and with major players like Heineken rolling out sustainable packaging initiatives across thousands of UK retailers, the opportunity for innovative packaging methods are becoming more diverse, accessible, and affordable than ever before. This is because being more sustainable can help reach more customers and boost loyalty, as more consumers are willing to change their consumption habits to lower their impact on the environment. 

In recent years, initiatives like the introduction of charges for single-use plastic bags has led to a steep rise in the number of consumers switching to re-usable bags. Since then, retailers have had to adapt, and many have moved to making their bags as green as possible, with supermarkets such as Waitrose pledging to make all plastic bags recyclable or compostable by 2025. Meanwhile, the Scottish Government plans to take this a step further, with the Scottish Parliament voting in favour of a deposit return scheme, making Scotland the first part of the UK to introduce a way for consumers to return drink containers. 

But what about smaller retailers, many of whom do not have the budget to invest in more environmentally friendly but expensive packaging? At Business Gateway, we appreciate these challenges and can act as a vital sounding board, helping you develop tactics to introduce some of these measures that will ultimately support your business growth and ensure your survival. 

One example we recently supported was Broughty Ferry-based food shop Love Your Planet. This year, Business Gateway worked with the business owner Debbie, who like all others, was sent into a tailspin following the effects of Covid-19. Launched in September 2019 on a mission to reduce packaging and food waste, founder Debbie Gallacher made the decision to keep the shop doors open to serve the local community throughout Covid-19. With initiatives designed to reduce environmental impact and meet the customer demand for sustainable, eco-friendly options, Love Your Planet weathered the storm and saw an increase in sales of around 22% since March. 

During lockdown, Business Gateway also worked with Love Your Planet to help launch a new website which allowed her to introduce a safe, click and collect service which has in turn expanded her customer-base as far as London. This success, in part, can be attributed to Debbie’s vision and willingness to adapt to changing markets. Love Your Planet stocks sustainable foods and household products which are sold using dispensers. Customers are encouraged to bring in their own jars or storage containers, allowing them to buy the exact amount needed, therefore eliminating wasteful by-products. This simple decision has set Love Your Planet apart from other businesses and has given it an edge against leading supermarkets in the local area.

Alongside running the shop, when it is safe to do so, Debbie also plans to host interactive workshops for customers including ‘Make your own Beeswax Wraps’, upcycling classes, clothing alteration repairs and swap shops. By encouraging consumers to think differently about how product packaging can be best utilised, Debbie has found a new way to reach and engage with her target customers and is giving consumers something different to other retailers. Not only is sustainable packaging good for the environment, it can also increase brand awareness, particularly at the moment when brands and businesses may be rethinking the need for a brick and mortar storefront which may have previously helped consumers recognise and place  a brand. 

However, by offering sustainable, innovative options for packaging products, channels such as product marketing and packaging, which may not necessarily be at the forefront of a marketing plan, can easily become an essential and vital marketing tool with the right guidance and planning.

These options and ideas may seem initially overwhelming. However, Business Gateway is expertly placed to talk through your ideas during these challenging times and help you and your team understand what crucial support is available. This could include signposting to potential grants and funding opportunities or putting you in touch with a designer who can help bring your idea to life. 

With a variety of bespoke services available for those starting up or running a business at no cost, Business Gateway advisers are available as a first point of contact to help you survive, discover possibilities, and take advantage of the crucial support available.