The concept of a 'circular economy' promotes sustainability and resource efficiency across the value chain from production to consumption and recycling. This approach has become a major shaping force in retail as consumers demand greener options.
Since COVID-19, shifts in shopping habits have been observed, especially for fashion and beauty products. Forward-thinking brands are co-creating recycling programmes and partnerships to meet this demand.
For instance, last year Carbon Wallet and L’OCCITANE Group joined forces on a '100k Bottles Recycling Challenge' to reduce waste in the beauty industry. With over 10,000 participants, the campaign collected over 140,000 empties for recycling in just three months, surpassing its 100k goal! This sustainability initiative saved carbon emissions equal to six flights from Hong Kong to Paris.
By enabling customers to visualise their contribution in carbon reduction via the metrics calculated by Carbon Wallet, Venisa Chu, Regional Sustainability Director – APAC of L’Occitane Group remarked that their customers feel more empowered and connected to the brand’s sustainability efforts . As a brand, L’Occitane also benefitted from additional footfall to their stores and the opportunity to further showcase their commitment to sustainability.
Partnerships like this demonstrate how brands embracing circular models and ESG initiatives will have an advantage. The future of business revolves around sustainability, by co-creating and innovating together, brands can nurture a thriving green economy.
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