The United Nations defines ‘sustainable’ as: entities that meet present needs without compromising the ability of future generations to meet their needs.

Retailers, in general, have less than a poor record in this arena. The selling of ‘green’ commodity is no longer pertinent, because of the impact such products have on natural resources in order to offset supply and demand. The removal of virgin forest to grow bamboo, for example, is unsupportable and inflicts permanent damage to the ecosystem.

There is much that can be done to improve our corporate footprints, but it requires a concerted effort by everyone, no matter where on the ladder we stand. But stand we must.

Leadership must provide the direction and introduce sustainability measures, perhaps in the form of a key performance indicator, while encouraging open and honest communication at all levels. This could include assigning an executive champion to drive sustainability initiatives of ethical and humane sourcing within the business.

Management needs to be proactive in setting the bar with appropriate expectations, ensuring they embed a participative culture and be prepared to act upon feedback with enthusiasm.

Support teams need to involve suppliers, packaging and transport partners, for this is the greatest area of potential devastation – and therefore opportunity. Spend time at the back docks of your outlets to assess, listen and be inspired.

Store operators’ role is in minimising the waste and reducing energy consumption. Recycle metal, plastic, cardboard and put to use discarded merchandise by perhaps creating an additional benefit to non-profit organisations. Mentor your team to embrace sustainability in the comfort that it will make a difference to their world, back pocket and goodwill.

There is no doubt that public is awakening to sustainability with the realisation that their biggest influence will be in the way they consume. Underestimate this burgeoning phenomenon and risk the inevitable backlash. Above all, start the metamorphosis with a sense of urgency; the customer is already asking questions, and before long they will be buying with a new trigger – their conscience.
They hear the incessant blather, the bewildering self-congratulatory backslapping, the pretentious delusion of grandeur and the ever-present head in the sand demeanour of those who choose to ignore this evolution in retail. Perhaps they just don’t get it?

Instead, we shall see unconvincing endeavour to extricate themselves from their mundane, Jurassic mindsets as they misconstrue opportunities to suit hidden agenda in a resolve to fly beneath the radar of accountability. Their asinine lip service colludes with smoke and mirrors and red herring innovation in futile attempts to camouflage.

History is full of those who have fallen to the power of the collective conscience. It’s time to seize the opportunity and celebrate our wins before we are embarrassed with our pants around our ankles.

Dave Farrell is a retailer with three decades of experience on three continents. He can be reached at [email protected].