Editors Note: The great biologist E.O Wilson wrote about the “biophilia hypthesis”. Human beings feel a deep connection with nature that is rooted in our biology. Living in cities disconnects us with nature and and leaves us feeling unsettled. On a subconscious level we feel that something is missing and we seek that connection for the rest of our lives. For many the chance to shop distracts us and eases the pain but it doesn’t work for long – we need the good stuff!
For all the talk about how important brands are in people’s lives, the evidence points firmly in the other direction.
New research by Havas Media Group, which surveyed 134,000 people around the world, shows that consumers would not care less if 73% of brands were wiped off the face of the earth and that only a fifth of brands notably improve people’s quality of life.
Also posted in Behaviour Change, Business and Sustainability, Green Consumer, Green Marketing Tagged Amy du Pon, aspirationals, BBMG, brands, Coca-Cola, Havas Media Group, Raphael Bemporad, Renee Lertzman, Tom LaForge
Sustainability at retail can be perceived as being illogical if not contradictory. Because according to logic, if the purpose of retail is about promoting only purchase and thereby consumption, then it runs counter to sustainability principles such as reduce, recycle and re-use. But retail in its broadest sense is not just about stores. It also refers to having a physical, local or direct to community business presence (i.e. a bank or post-office would qualify as retail). But in order to bring the concept of “sustainability” out beyond the niche and to the masses, we will need to transcend logic and find more ways to get people to care about life tomorrow – today.
“Logic will get you from A to Z; imagination will get you everywhere.” ― Albert Einstein
Tim Faveri of Tim Hortons will be at TSSS on May 17, 2012 (live and via webcast) click here for more details
Tim Hortons understands Corporate Social Responsibility. They are proud of their ‘Making a True DifferenceTM’ initiatives including Tim Horton Children’s Foundation, local programs such as Earn-a-Bike and Timbits Minor Sports, sponsorships of national sports leagues and local community programs, environmental events and their Coffee Partnership. They issue an annual Sustainability and Responsibility Report. Clearly, Tim Hortons knows how to talk the talk. But are they walking the walk of corporate social responsibility?
What is “retail?”
As a term it defines an industry. As a channel, it represents sales directly to consumers. From a physical standpoint, it refers to the place where brand to consumer sales transactions takes place (physical and/or virtual footprint). From a consumer standpoint, at its most basic level it is about sales and purchase. And if executed properly, it can provide a consumer experience that is enriching, satisfying and enduring. However, for large-scale mass retailers especially in the U.S., the decline of consumer satisfaction with the in-store experience cannot be remedied with just more of the same tactics. Big-box, brick and mortar-based retailers must redefine the role of the physical store within the life of a consumer beyond just the “buy.”
According to John Ross former Home Depot CMO, “The Role the store is playing is changing…shoppers are waking up with a different set of expectations.”