The expanding climate crisis means sustainability is now the main concern for every organisation. Many businesses’ sustainability objectives are currently focused on green energy, decreasing food waste and circular packaging.
“In New Zealand, we have never looked at sustainability and environmental issues as much as we have now. The younger generation is far more aware of environmental issues and strives for solutions for sustainable and eco-friendly products,” said Teri Nichol, Co-Founder of Nichol Development & Distribution Ltd, supplier of Green Spider Pallet Wrap.
Consumers often do not see sustainability work in the supply chain; to them, price remains king. Consumer New Zealand’s Sentiment Tracker ranked sustainability behind concerns about the pandemic and economic pressures - 59 percent of consumers reported price being a major consideration for purchases, and eight percent said sustainability.
However, the Intergovernmental Panel on Climate Change (IPCC) has noted the time for action is now or never, and 66 percent of kiwi consumers are still concerned about climate change, even if it is not the main influence on purchase decisions.
“We are at a crossroads. The decisions we make now can secure a liveable future,” said Hoesung Lee, IPCC Chair.
Implemented sustainability measures need to be communicated clearly and done with integrity. Initiatives must not be viewed as Greenwashing.
Greenwashing
Greenwashing, also known as the ‘green sheen’, is a way of advertising or marketing environmental and sustainability claims that are not followed through or seen as being surface level. Businesses can fall into this trap by misleading packaging, fake certifications, and a lack of information. Avoiding greenwashing means remaining transparent and backing up claims.
“It’s all very well to say you’re committed to the environment, but what exactly are you doing to help improve it? At the end of the day, it doesn’t matter if you start small. The important thing is you commit to reducing your impact and ideally support charities in New Zealand rather than cheaper options overseas,” said Melanie Seyfort, Head of Marketing and Partnerships at Project Crimson Trust.
