VMSD - November 2017 - 38

SPECIAL REPORT: GREEN TRENDS

BEACONS OF

CHANGE
Retailers continue efforts to carry the torch
of the green design movement.

By Kaileigh Peyton, Associate Editor

W

hen the United States pulled
out of the United Nations' nearunanimous Paris Climate Agreement earlier this year, city and state leaders
weren't the only ones speaking out against the
move and pledging their support to reduce
greenhouse gas emissions at a local level.
Retailers including VF Corp., REI Co-Op,
Walmart Stores Inc., Starbucks Coffee Co., Patagonia Inc., Nike Inc., along with thousands of
others - in all representing 127 million Americans and $6.2 trillion of the U.S. economy - have
declared their stance on the bipartisan We Are
Still In declaration (wearestillin.com), coordinated by a handful of organizations, such as
The American Sustainable Business Council,
the Environmental Defense Fund and the World
Wildlife Fund (WWF), among others.

IN THE KNOW
Even if some retailers don't feel passionate
about sustainability - or are hesitant to jump
into overhauling stubborn legacy systems -
today's consumers demand transparent practices from brands, ones that represent their
personal views.
According to Nielsen's 2015 "The Sustainability Imperative" report, of the 66 percent of
consumers who are willing to pay more for sustainable goods, purchasing products from a company "known for being environmentally friendly"
and purchasing products from a company
"known for its commitment to social value" were

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NOVEMBER 2017

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driving factors for paying more, at 58 percent and
56 percent agreement, respectively. (Sales and
coupons didn't even crack the top five.)
Retailers have an opportunity to communicate their commitments to eco-conscious
causes through the in-store experience. "If a
brand is going to claim that they are taking
actions to be a responsible business, those
actions need to take place in every facet of the
company's business, not just at a corporate
level," says Colleen Vien, director, sustainability,
Timberland (Stratham, N.H.). "Our retail stores
are the face of [our] brand, our first opportunity
to demonstrate to customers that we ... can be
trusted to operate responsibly."
She adds, "In walking the talk, retailers have
the opportunity to engage consumers in a dialogue that raises their awareness of the environmental and social impacts of our industry. With

ABOVE Yeti's first

flagship uses locally
sourced materials and
products from area
craftsmen to contribute
to the city's economy and
reduce impact.

ABOVE RIGHT Housed

in the University of
Washington's Suzzallo
Library, Starbucks
preserved many of the
site's historic details,
including stained glass,
original doors and
ornate iron scrollwork.

RIGHT Dallas'
TreeHouse is fully
operational on solar
power, storing excess
energy with a large
battery system which is
then released back onto
the grid for public use.
http://www.wearestillin.com http://www.VMSD.COM
Table of Contents for the Digital Edition of VMSD - November 2017
