Ideas - that improve your business
Our “Ideas” articles keep you in touch with styles, trends and developments in design, providing you with articles and information that is of direct practical benefit to your company and your customers. This month Julian Hoad, Senior Designer, takes a look at eco-brands.

Innovation - our clients tell us how we’ve improved their business
These articles show how JSA’s design and build work has directly improved our clients’ business and perhaps gives you some ideas as to how we might work for you. This month we look at Hoopers of Wilmslow.

Inspiration - the products and people behind the designs
Our “Inspiration” section is an informal look at the ideas and people that shape future trends.
This month Julian Hoad chooses some of his favourite eco-brands and products.

A local café has just opened up around the corner, near my home, and I often grab a coffee whenever I pass by. Recently, I asked if the coffee I was just about to order was fairtrade? The reply was yes, the coffee was indeed fairtrade, they then explained to me what part of Kenya the beans came from and who the farming cooperative was that produced them! They then proceeded to tell me that the organic carrots in my cake were supplied by a local farmer!

This made me realise that as consumers we now expect far more accessible knowledge about a brand than we used to. And when faced with two products or services of similar quality and price, most of us are more likely to buy the one associated with a cause.

So I guess you can put fairtrade coffee into a restaurant and have a clear conscience and still retain a profit. But does that really go far enough to ally a consumers concern that they and you are doing enough?

The importance is to not just to look like you are doing your part in this green revolution, (which has taken over twenty years to happen), but to be seen leading it.

A good example is Marks and Spencer, which recently announced its ‘Plan A’, “We're calling it Plan A because we believe it's now the only way to do business. There is no Plan B”. ‘ Plan A’, a business-wide £200m ‘eco-plan’ is a five year commitment to be the first totally green brand on the high street.

According to M&S new strategy this means by 2012 they will:

• become carbon neutral
by minimising energy use, maximising the use of renewables and the use of carbon offsetting.

• send no waste to landfill
stop sending waste to landfill from their stores, offices and warehouses, reduce the use of packaging and carrier bags, and find new ways to recycle and reuse the materials that they use.

• extend sustainable sourcing
ensuring that key raw materials come from the most sustainable source possible, in order to protect the environment and the world's natural resources.

• set new standards in ethical trading
improving the lives of hundreds of thousands of people in the M&S supply chain and local communities.

• help customers and employees live a healthier lifestyle
helping thousands of customers and M&S employees choose a healthier lifestyle, removing HVOs from all food and removing artificial colours, flavours and all unnecessary preservatives from all fresh prepared food.

Not bad...
In fact, it’s a very clever commitment along with some major supporters like Greenpeace, The World Wildlife Fund and key environmental figures like Jonathon Porritt (these are brands in their own right that the public already know and can relate to). They add some solid support to M&S’s new brand positioning.

But you may not have the odd £200 million to spare, or even the luxury of five years to implement your brands eco-commitments.

So what can you do?

Think of your own branded products first.
A great selling point is sourcing new products locally. Buy from local manufacturers and producers and let your consumer connect directly with them. Use special launch events, tastings, or simply support the product with good POS explaining what it is, where it's from and why it’s so great. This will get your consumer to experience the product and connect with your beliefs.

Introduce eco-friendly own brand products
It’s hard to ignore the dominance of the new Asian economies and their ever increasing role in the supply chain. But when you buy a product can you tell how it’s been made? The stitching detail may be great, but who did it? And what conditions or pay have the labour force had? However, not all factories in Asia are your typical sweat shop with minimum pay and adverse conditions - there are some great innovative companies emerging from the market with strong eco beliefs.

Packaging - Keep it simple with a strong message
Branded carrier bags are a great form of cheap advertising, but they’re not so great if it’s one of your plastic bags that's blowing down the High Street. With an estimated 17 billion plastic bags given away each year, paper based bags may be a better option, as at least 68% of the raw material used to make paper in the UK now comes from waste paper. But for bags with a longer lifespan, go for a design with an impact and even charge the customer a small fee for the privilege of having one. They’ll be more inclined to use it again.

So as we sip on our espressos, can we have our organic cake and eat it? I think so.

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