Whiplash Team 10th June 2022
Brands embrace the Zero Waste philosophy
For some years now, the forcefulness of data about the effects of plastic waste on the planet has mobilized all sectors in the crusade against this petroleum derivative. Meanwhile, the Zero Waste movement is getting stronger and more and more brands are joining the philosophy of producing but generating the least amount of waste possible.
Every second 200 tons of plastic are dumped into the sea, according to estimates. Strong measures must be taken, or it is expected that in the year 2050 there will be more plastic than fish in the seas and oceans.
Using paper or cloth bags, buying products with biodegradable packaging, or buying in bulk are some of the increasingly popular measures to reduce the amount of plastic packaging that ends up in landfills.
Companies and businesses are embracing the Zero Waste philosophy, which implies “designing and managing products and processes to systematically avoid and eliminate the volume and toxicity of waste and materials, conserve and recover all resources, and not burn or bury them. Implementing Zero Waste will eliminate all discharges to land, water or air that are a threat to planetary, human, animal or plant health.”
On the other hand, customers increasingly demand that the brands they support offer tangible proof that their business operation is sustainable and friendly to the environment, society and the planet.
We must not forget that responsible brands can be a source of the common good, since they can influence people and society while generating benefits for the company at the same time.
Adopting and implementing the Zero Waste philosophy can undoubtedly have a positive impact on building a relationship of trust between the brand and the consumer, as long as it is part of its purpose, and not a circumstantial or cosmetic measure.
Among the examples of large companies that have joined this movement are Google and Microsoft. Google reuses all its obsolete data centres, its furniture and also promotes the composting of all the organic waste that is generated.
Microsoft, for its part, was the first large corporation to obtain the Zero Waste certificate from the United States Green Building Council. In addition, it has implemented an efficient energy management system.
In Spain we have examples of companies born under the Zero Waste philosophy, such as the online shop Usar y reusar or Unpacked Shop, which opened its doors a few years ago in Madrid.
In the last case, everything is sold in bulk, from vegetables to solid shampoos, and consumers can take their bags and glass jars to make the purchase or they can buy them in the establishment, thus eliminating the packaging and the omnipresent plastic in all packaged goods.
A model that works
The creator of Unpacked Shop, María Arias, pointed out in an interview published shortly after opening the store, that it was a business for all types of public: “Both older people and young people enter. For the former it is like entering the stores of their childhood, but with a more modern air”.
Arias’ entrepreneurial approach works. She seeks to move closer to a circular and greener economy, using local suppliers to reduce the carbon footprint of products and improve the living conditions of local producers.
It is a concept that embraces the bioeconomy in an integral way, coherently transferring the spirit of the business to the consumer through tangible actions in the daily operations of the company. “Our idea is to create a new, but accessible model. And always respectful with the environment”, says María Arias.
She proposes a type of company that is blooming in Spain and that in Northern Europe is already quite popular. A business model that is yielding results and that demonstrates the integration of sustainability in a credible and sincere manner, as a core part of the brand and its business strategy, aligning the purpose and values of the organization with the values and needs of the users.
This is the key to building trust, loyalty and commitment between the customer and the brand.
