Whiplash Team. October 2018.
The strength of the data on the effects of plastic waste on the planet has mobilized all sectors in the crusade against this oil derivative: international and national organizations, companies, institutions, organized civil movements and individuals join the cause every day. Meanwhile, the Zero Waste movement strengthens and every day more brands join the philosophy of producing by generating as little waste as possible and recycling those that occur.
Using paper or cloth bags, purchasing products with biodegradable packaging or buying in bulk are some of the increasingly popular measures to reduce the quantity of plastic wrappers that end up in landfills. Among newly created companies and businesses the Zero Waste philosophy is becoming mainstream, which implies “designing and managing products and processes to avoid and / or systematically eliminate the volume and toxicity of the waste and materials used, and not to burn or bury them, thus eliminating all discharges to land, water or air that are a threat to the health of the planet. “
Customers, on the other hand, increasingly demand from brands tangible evidence that their business operation is sustainable and friendly to the environment, society and the planet. Adopting and implementing Zero Waste philosophy can undoubtedly have a positive impact on the construction of a relationship of trust between brand and consumer, as long as it is part of its purpose, its raison d’être, and not a circumstantial or cosmetic measure.
In Spain we can already see some examples of companies born under the Zero Waste philosophy, such as Unpacked Shop, that recently opened its doors in Madrid. In this trade, everything is sold in bulk, from legumes to solid shampoos. Consumers can take their bags and glass jars to make the purchase or acquire them in the establishment, thus eliminating packaging and in the way the omnipresent plastic in all packaged products.
Its creator, María Arias, 26 years old, points out in a recent interview that all kinds of audiences enter the store: “Both older people and young people come in. For the former, it is like entering the stores of their childhood, but with an air of more modern. ” But Arias goes further in her business proposal and seeks to approach a greener economy by using local suppliers to reduce products’ carbon footprint and improve the living conditions of local producers.
It is a concept that embraces the bio-economy in a holistic and seamless way, transferring the spirit of the business to the consumer in a coherent way through tangible actions in the day-to-day operations of the company. Arias proposes a business model new in Spain –although in the north of Europe it is already quite popular– that is giving results and shows the integration of sustainability in a credible and sincere manner, as a core part of the brand and its business strategy, aligning the purpose and values of the organization with the values and needs of users.
This is the key to building trust, loyalty and commitment between the client and the brand.