Leader of the free world Wal-Mart has turned its might to the launch of a sustainability index, touted by Treehugger
as ‘The Greenest Thing Ever to Happen to Retail’. The index will
measure the environmental impact of all the items that the world’s
largest retailer stocks, and will be followed by labels which will
allow consumers to select products based on their sustainable
properties.
Wal-Mart is building a reputation for its environmental prestige and is using its considerable commercial clout to manipulate its 60,000 suppliers into analysing their products’ entire life cycles. The database will be developed in collaboration with NGOs and Governments alongside the suppliers and retailers; the only question is whether Wal-Mart would share these details with other retailers, or if the brands will choose to display the sustainability index across all products, not just those destined for Wal-Mart.
Treehugger predicts that this ‘could end up being one of the biggest motivators to make truly ‘green’ products’. Wal-Mart sees sustainability as a permanent part of its culture, aiming primarily to save consumers money. Other commitments include aiming to become packaging neutral by 2025 and working with suppliers to make its most energy intensive products 25% more efficient by 2011.
www.treehugger.com/files/2009/07/wal-mart-sustainability-index.php
Look out for an expert opinion piece on Eco Fatigue and what the best brands, including Wal-Mart, are doing to combat this in the next issue of Contagious.
Wal-Mart is also attempting to persuade marketers to divert their media budgets to fund in-store marketing programmes, according to AdAge (http://adage.com/article?article_id=138010). The push will affect the positioning that the products receive in-store – fundamentally key to sales success. Wal-Mart plans to use the revenue to fund in-store TV, banner ads on Walmart.com and co-branded TV ads. The company stated that it bases buying decisions primarily on consumer appeal and price: however, marketing co-operation and merchandising decisions remain vital to the sales success of individual products and multinational brands, and the opportunity to improve that is a tempting one.
Wal-Mart is building a reputation for its environmental prestige and is using its considerable commercial clout to manipulate its 60,000 suppliers into analysing their products’ entire life cycles. The database will be developed in collaboration with NGOs and Governments alongside the suppliers and retailers; the only question is whether Wal-Mart would share these details with other retailers, or if the brands will choose to display the sustainability index across all products, not just those destined for Wal-Mart.
Treehugger predicts that this ‘could end up being one of the biggest motivators to make truly ‘green’ products’. Wal-Mart sees sustainability as a permanent part of its culture, aiming primarily to save consumers money. Other commitments include aiming to become packaging neutral by 2025 and working with suppliers to make its most energy intensive products 25% more efficient by 2011.
www.treehugger.com/files/2009/07/wal-mart-sustainability-index.php
Look out for an expert opinion piece on Eco Fatigue and what the best brands, including Wal-Mart, are doing to combat this in the next issue of Contagious.
Wal-Mart is also attempting to persuade marketers to divert their media budgets to fund in-store marketing programmes, according to AdAge (http://adage.com/article?article_id=138010). The push will affect the positioning that the products receive in-store – fundamentally key to sales success. Wal-Mart plans to use the revenue to fund in-store TV, banner ads on Walmart.com and co-branded TV ads. The company stated that it bases buying decisions primarily on consumer appeal and price: however, marketing co-operation and merchandising decisions remain vital to the sales success of individual products and multinational brands, and the opportunity to improve that is a tempting one.
SOURCE:contagious the magazine
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