Tag Archives: sustainability

The Sustainable Way – The Rippl Way

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In class we were introduced to a variety of reporting systems, such as Climate Counts, GRESB, and MAKING. Until this lecture, the only platform I was familiar with was MAKING. I have actually worked with this app in the past, and I am a huge supporter of the MAKING reporting system.

I think the MAKING app is a great representation of how businesses are coming together to make change; not just in their value chain, but in the industry they operate in. It is so powerful when companies can develop sustainability practices and then share them with competitors. I think that is what I admire most about Nike – their ability to develop such an incredible app, and then share it with public.  In addition to the reporting system MAKING, and the ones we discussed in class – this link provides a summary of the most successful sustainability apps in 2013.

In terms of sustainability and apps, one of my favourites is Rippl. It was developed by the charitable organization Ocean Conservancy. They discover science-based solutions to tackle some of the largest ocean conservation challenges. This includes supporting some of the largest US fisheries to ensure they are meeting sustainable standards, and raising awareness of the issues associated with trash, and carbon damaging our oceans.

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If you want to learn more about Ocean Conservancy and the improvements they have made > click here. 

I highly recommend downloading Rippl, I use it all the time and for good reason. To be honest, I am slightly forgetful – and sometimes I need a reminder, especially when I’m tired (I think we students know the feeling a bit too well). This lifestyle app sends me notifications to ensure that I am making sustainable decisions daily. Although I am not the most “green” consumer, I am working on it. This app has enabled me to drastically change my daily routine, and build new green living habits.

Below I have attached screen shots of the reminders you can set on the app. The best part about Rippl is that it is completely customizable to your lifestyle. It allows you to set personal goals, and reflect on your progress. Oh and yes students, the app is free don’t worry!

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Perhaps you don’t need daily reminders like me, and if so – well done, I am jealous. However, I have shared this app with friends and family that needed that extra push to make those sustainable changes to their lifestyle. So far, they have seen tremendous success. If you don’t think you need the app, show someone who does!

Walmart Makes Positive Changes!

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In response to the documentary we watched in class, Trust Cost, we discussed how organizations could implement strategies to lower “total cost”, and how to make consumers more aware of all the factors they should consider. As we know, price is only one element in the equation, but it is sometimes the only factor considered in the consumers purchasing process.

I started to think of companies that offer sustainable products at a relatively low price, and immediately I thought of Walmart. They are one of the world’s largest retailers, and they have successfully incorporated sustainability initiatives throughout their entire value chain.

Walmart has consistently positioned themselves with an “everyday low pricing” strategy. Along with many other organizations, Walmart received negative publicity after the Bangladesh tragedy – and so they should. However, I think it is important to acknowledge the changes Walmart has made to their business model. And more importantly, the example they are setting for large retailers in the garment industry. Who knew you could offer affordable prices while sustainably sourcing, producing, and distributing your products at the same time?!

The True Cost documentary gave me a new perspective on the “total cost” of the products I am buying, and how price should not be the only factor considered in the purchasing process. I consider myself to me a relatively high price-sensitive consumer, and the guilty owner of several $5 t-shirts. However, this documentary had such a powerful impact on how I view the products that I own, and the ones that I will buy in the future. Although this documentary was heart breaking, it was extremely informative – and I hope more films like True Cost are produced in the future.

On a happier note, I was pleasantly surprised to find out that Walmart is a founding member of the Alliance for Bangladesh Worker Safety. The work that Walmart has done so far for the Bangladesh community is inspiring. It is incredible to see such a large retailer leverage their size and scale to influence positive change around the world. Of course, Walmart is not perfect – as no organization is. They have lots of room for improvement; however, I think it is important to acknowledge the changes they have made, and the ones they are striving to make in the future.

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It is my hope that large retailers in the “fast fashion” industry, such as Forever21 and Zara, will aspire to have a similar business model to Walmart. I am confident that as consumers become more aware of the “total cost” of their products, they will develop a higher standard and expectation for sustainable sourcing, producing and distributing.

Outdoor Furniture made from Milk Jugs?

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When I lived in Kelowna I worked at Lakehouse for three years. One brand I fell in love with while I was working there was Loll Designs. They design/manufacture outdoor furniture made from recycled plastic (mostly from single-use milk jugs). I bet you’re wondering how comfortable milk jugs are to sit on, or how that would look in your backward. I encourage you to browse their website because there is so much to see, but from my personal experience I can assure you that the furniture is extremely comfortable!

Most of the customers who shopped frequently Lakehouse had higher-incomes so the premium pricing of Loll furniture was never an issue. In terms of Gfk Roper’s shades of green, I don’t think Loll is targeting the “True-blue Greens” or “Greenback Greens” segments. I think their products are definitely attractive to these segments, but I don’t think they are the company’s profit drivers. I am confident in my opinion because when I was selling Loll products at Lakehouse the recyclable materials feature was the last thing they wanted sales associates to mention. In terms of positioning, I think they have adopted a “great first, green second strategy” – design and durability are their primary focus.

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Loll designs has incorporated sustainability throughout their entire value chain. In terms of the manufacturing process, Loll confirmed that they recycle 95% of the waste that they produce. This waste is sent to a local recycling plant. All of the Loll furniture is 100% recyclable, so after several years of use the consumers can sustainably dispose their furniture! It is obvious that the product themselves are sustainable, since they are made entirely from recycled plastic. But it doesn’t stop there – since 2008 Loll has implemented an annual initiative called “Plant a Tree,” and they are proud members of the global movement “1% for the planet.” Loll designs is a great representation of what a long term sustainability focus looks like.

The Trend of Transparency

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The article “What Will Revolutionize Sustainability Reporting in 2016 and Beyond?” provides a wonderful summary of what I believe to be the biggest sustainability trend of 2016: a rapidly increasing demand for corporations to adjust their reporting landscape and communicate their commitments to sustainability with the public. I think this change in sustainability reporting will become essential for all businesses in the near future if they want to remain profitable. As a consumer, I would be very skeptical and concerned if a company was not disclosing information regarding their sustainability initiatives and environmental impact. I firmly believe that the firms who choose not to participate in this trend of transparency will pay the price – and the price will be expensive, perhaps detrimental to their success. Word of mouth isn’t necessarily a new trend for 2016, but I do think it is something that should have been discussed in this article. Word of mouth is so incredibly powerful, especially for my generation (the “tech-savvy” Millennials).

Like the article mentions, there are external benefits to a company that reports its sustainability initiatives – such as building trust and brand loyalty. I think the article should have mentioned a key catalyst to achieve that trust and loyalty, word of mouth. A company that is environmentally responsible will create a positive word of mouth or hype (if they communicate their sustainability initiatives effectively – and that’s where my friend marketing comes in). The generation Y segment relies heavily on their friends, relatives, and peers when they are making purchase decisions. It all comes down to positive word of mouth – which, in my opinion, has the ability to make or break a business. Research has proven that consumers weigh negative word of mouth more heavily than the alternative positive word of mouth. This was proven in the Prospect Theory which says, “consumers weigh losses from a reference point more than equivalent sized gains.” To read more on this theory of loss aversion, please see the following link.

This proves that a business that is not reporting its sustainability initiatives or is destructing the environment will not only damage their brand image, but perhaps even kill it. Compliance with sustainability standards should be seen as an opportunity, a way to create a competitive advantage. The reputation of a company is critical, and I think it won’t be long until sustainability is encompassed in every brand; let’s face it, we are nearly there!