24 minute read
Unlocking a greener tomorrow / 30 Circular design
UNLOCKING A GREENER TOMORROW
Against a backdrop of growing consumer demand, evolving methodologies and rising awareness of the issues involved, eco-friendly furniture continues to gain momentum. But how will the movement affect how you do business? Paul Farley investigates …
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In last November’s issue, we explored the philosophies behind the emerging sustainable sofa movement, before drilling down into the world of eco-friendly packaging in February. This month, we’re looking at the big picture, and asking a broad cross-section of the trade to comment on the key themes of consumer demand, effective marketing and the possibility of delivering a joined-up solution.
Do consumers really understand the implications of the processes involved in delivering sustainable furniture – and are they willing to pay for it? As the Competition and Markets Authority (CMA) investigates whether fast-fashion brands Asos, Boohoo and Asda are guilty of misleading advertising practices, where does the greenwashing stop and the hard work begin? And might the green agenda require more of a cross-industry approach before it’s too late?
Here’s what the trade had to say …
Huw Williams (Toons Furnishers): If suppliers clearly explain the process of producing furniture from recycled products to the sales staff in the business so they can pass that knowledge on to customers, backed by clear and informative PoS, then there is no reason why the majority of customers will not understand the process. A good example is the recycled plastic fabrics from Ashwood.
There is a clear interest from consumers in the green agenda. What needs to be focused on is the recyclability of furniture at end of life, so as little as possible ends up in landfill.
Steve Pickering (Sussex Beds): I am writing this on a day which has recorded record UK temperatures. The problem is real, and action is necessary. I am not going to pretend I have been or am a preacher or warrior for environmental matters – far from it. I have been in our industry for over 34 years and remember taking part in a supplier training session at the age of 17 and being instructed to “destroy, put a knife through every collected old mattress whatever the condition to ensure they are removed from the supply chain, and therefore another sale for a new mattress created”.
Instruction of this type is long gone, but underlines the challenge of changing mindsets and views. I am lucky to be surrounded by many great team members from younger generational periods – Millennials and Generation Z. For them, environmental matters are top of their priorities as they begin careers and bring up young families.
WILL EXPECT BUSINESSES TO SUPPLY SUSTAINABLY
For these younger generations, a strong environmental goal or strategy is engaging and motivating. Another strong ‘why’ or ‘purpose’ will assist in attracting and retaining top young talent to your business. And remember – these younger generations will also be our customers of the future, who will expect businesses to supply sustainably.
In business every year we are hit with new initiatives or campaigns around what we should be doing or not doing, saying or not saying, which, over time, can become tiring or even exhausting … hence the throwaway comments of greenwash or box-ticking (I’ve done it myself).
However, the green, environmental and sustainability agenda is very much a responsibility for all industries and businesses to embrace and take action.
We are just beginning our journey by seeking understanding and advice. With this knowledge it is my intention to build a strategy around a goal or target which will commit and engage our business and team.
Adam Ashborn (Reborn Marketing and Design): There are clearly two camps, with two differing perspectives on the ‘green’ movement. I do believe this movement will continue to grow and gain traction because of the way the media is presenting the data to the next generation.
Unfortunately, going green will come with a price tag until the companies’ ROI into new technologies are recouped – but the question remains, are consumers ready to pay more, or will they avoid making that purchase? Can manufactures do more in their sale offerings, including the recycling of old furniture on behalf of the consumer by avoiding landfill sites?
Gavin Boden (Rhenus Home Delivery UK): Greenwashed box-ticking is part of it. At the moment there isn’t enough compliance. Too many retailers are professing to be selling a ‘green’ product when it clearly isn’t, and the consumers don’t know the difference. Sticking a mane round a cat’s neck doesn’t make a lion.
DON’T KNOW THE DIFFERENCE
A brighter future may await sustainable manufacturers, but what is the cost today? (photo courtesy 123RF/alinamd)
Tom Bayliss (Kettle Interiors Agencies): Collectively, it’s very positive that broad pressure is now being applied across the industry to improve the sustainability of products and the way we all operate.
I don’t think this is a box-ticking exercise, and for Kettle Interiors Agencies it’s all about constantly improving the way we do things, increasing our diligence and exploring ways we can increase sustainability across all aspects of the business – but in a way that still delivers the most competitive price possible.
I don’t think the consumer fully understands the implications and cost associated with delivering this just yet, but it’s clear that the consumer understands that we all need to play our part, and I certainly think they are more willing in the main to support the increase in cost associated.
Royce Clark (Collier & Clark Group): I think we all appreciate that change is needed, but, for example, with recycling costs still relatively high and more expensive than sending end-of-life furniture to landfill, it’s a challenge. I think we as an industry could make a huge difference if we worked together and made a difference by, for example, committing to using biodegradable plastic as standard.
Peter Harding (Fairway Furniture): We have undoubtedly seen more customers interested in the ‘green’ credentials of the products they buy, and our business’ environmental impact. Whether that be through greater interest in what we do with the old furniture we collect when delivering their new products, or through choosing products which have a better ‘green’ footprint, consumers are becoming more informed and interested.
Selecting products with proven sustainable benefits where possible is part of our merchandising process, but it is difficult to make a genuinely compelling portfolio at present. Suppliers will introduce a range with recycled fabrics or greater natural fibre content – but that might be one of 30 ranges in their portfolio. Would a housing developer be allowed to get away with putting solar panels on one in every 30 homes they build now, and claim to be ‘green’?
We need suppliers to think about a more cohesive and all-encompassing approach so that, as the retailer, we can tell a better story to the consumer.
Customers will pay more for products with environmental benefits, but they have to feel that the reasons are genuine and will improve their ownership experience. Whether that be an accredited recycling scheme when the product reaches the end of its life, or the one-off benefit of choosing one product over others at the outset, the story has to be credible.
I’d like to see the whole industry working on a plan to provide better recycling facilities that can handle the full range of products. We had a local recycler who dismantled mattresses, but they went out of business prepandemic, and finding a replacement has been fruitless to date. As with ‘fast fashion’, I think furniture, and how we simply throw it away, could be the next big consumer backlash …
John Conroy (working with The Furniture Makers’ Company): The green agenda is a win-win situation to get involved in. Recycled fabrics are starting to be offered more and more, and what this will do is attract a certain demographic to your product. What it is unlikely to do is put someone off buying it. Regardless of your personal opinions on going green, a large portion of consumers like the idea, and it can give your products the edge.
Neil Barker (Barkers Furniture): From a retail perspective, retailers can only
CAN GIVE YOUR PRODUCTS THE EDGE
buy what is made, and can only sell items people want to buy. When we are forced to change (or when fashion leaders make it popular), we’ll change. Draylon stopped selling when the flammability treatment of fabric came in during the 80s, because it suddenly creased badly. More switched-on suppliers seem to see what the clothing market is doing and get ahead of the curve that way. Government can enforce restrictions, and fashion gurus seem to create trends.
Steve Adams (Mattress Online): Mattress Online is forward thinking, and preparing for longer-term accountability. At the moment, and in this economic climate, ‘green’ is a secondary consideration for our customers – as yet, they are not willing to pay substantially more for greener products. It’s up to us as an industry to educate and manufacture greener products more cost-effectively.
Although, it’s not just our industry – the ESG expectations of the corporate world are ahead of consumer expectations. But rightly so.
Rob King (Julian Bowen): I feel every business should look to play to their strengths. We recycle waste at home through council-led necessity now, and there is no doubt that ‘greener’ issues are on the rise – but from a very low point. The percentage of furniture sales that come from a ‘lead’ need for the product to have ‘green’ credentials is extremely low – especially when the largest part of the industry is shipping in product from abroad.
The work certain bedding brands have undertaken in genuinely developing greener principles is great, award winning, and should be applauded. However, does this actually focus on their customer’s needs for profit, and the consumers need for comfort, or does it smack of feature-led selling again?
There will be some trade off between comfort – filling, cover, manufacturing process – and price, and it will work brilliantly for some consumers and not register for others. I feel consumers understand the trade off in price, as free-range food and recycled products are already available elsewhere, and usually sold at a premium.
The debate over whether green policies are a need or a want will
IT’S CRITICAL BRANDS ARE FORCED TO BE TRANSPARENT
continue. I don’t think there is a wrong or right way – the consumer will lead the retailer on their purchasing needs and there is room for all at the table, store or online web page.
Steve Reid (Simba Sleep): For me, ‘green’ furniture is about sourcing sustainably, including using FSC or certified sustainable wood, recycled fabrics and materials, and an endof-life recyclable product. Also, eco-designing the product to make it the best product, but with the lowest environmental impact, and using lowimpact manufacturing practices. It’s about choosing materials that have a reduced impact on the environment, but at the same time producing amazing, innovative products that customers will love for many years.
I also think it’s a moral and ethical obligation for all of us to make products that are repairable or available for the refurb market. I’m really proud of what Simba is doing in this space.
There is more and more evidence that customers are looking for sustainable products. According to a recent Business News Daily report, there has been a +71% rise in online searches for sustainable goods globally, while 66% of all respondents to a survey from McKinsey & Co say that they consider sustainability when they make a purchase.
To counter greenwashing, I think it’s critical that brands are forced (we can’t trust everybody!) to be transparent to customers, illustrating what materials the products are made from and what steps they are taking to reduce carbon footprints.
For the whole industry to change – or even just one company – the retailers, suppliers, manufacturers and logistics need to work in a collaborative partnership to make the biggest impact. Teamwork makes the dream work – and we need to collectively drive to make the dream a reality.
Andy Stockwell
Andy Stockwell (Gardiner Haskins): It’s not a new topic. In 2010, the ‘green’ agenda was gaining traction, products generally were starting to come through, and the public was becoming more aware. Then the financial crash happened, and everyone was more concerned with how far the pound in their pocket would stretch than they were about how much plastic was in the oceans, or what a +0.5% increase in global temperatures might mean.
Since then, Brexit, conflicts in Iraq, Afghanistan and Ukraine, a bizarre US presidency and a global pandemic have grabbed headlines and disrupted thinking. Now it’s a cost of living crisis and, once again, our spending power is the key topic of conversation.
All the while, across continents, temperatures rise and the earth burns, and whilst presidents, wars and pandemics come and go, climate change continues its relentless march.
It’s no longer going under the radar, though. With the UK Government setting out ambitious targets to combat global warming, industry is starting to take action. Solar farms are springing up in fields across the UK, electric cars are ever more evident on our roads. and bed and furniture manufacturers are introducing increasingly eco-friendly materials, fabrics and processes into their products and manufacturing.
Whether consumers are really engaged with the green scene is open to debate. Any time the much-revered David Attenborough opens his mouth on the subject, there is a pique of interest and awareness, and awards are handed out to the trailblazers bidding, in their own small ways, to save the planet.
The man in the street sympathises if asked, but still needs to feed his kids
and put fuel into the family 4x4 to get them to school. His first question when he’s buying a new sofa or bed is not ‘How many plastic bottles sourced from the ocean go into producing this sofa?’, it’s ‘How much is it?’ (ie ‘Can I afford it?’) and ‘Is it value for money?’
Value for money is a subjective thing, of course. There is a price to pay for quality workmanship, quality materials, great service and reputation. Equally, in what has been a throwaway society, some consumers are willing to sacrifice some of these factors for lesser products, knowing full well they don’t intend them to last beyond the next fashion trend.
However, with younger consumers coming into the market, awareness of the green agenda is growing. Younger generations are far more aware and engaged with the implications of climate change than their parents ever were. They will be the ones most greatly affected, after all. Finding out the furniture you like is ecologically friendly is becoming less of a pleasantif-inconsequential surprise, and more of a prerequisite in the decision-making process.
This gives manufacturers something of a dilemma. As with any new process or innovation, there is a cost involved. And while the long-term benefits seem obvious, in the short term the traditional consumer still places price and value for money over eco credentials. Can manufacturers afford to invest in new, innovative, climate-friendly products and processes, particularly when these things are not driving current demand?
It’s a gamble, but one which the industry has little option but to adopt. It took Tesla 18 years to turn a profit. Now it is finally flying high on the crest of the sustainability wave – but it could so easily have gone wrong.
Furniture manufacturers need (maybe should even be forced) to adopt a greener way of working and produce a greener product. But will customers buy enough to make the businesses themselves sustainable?
Maybe the answer is to ensure the only products available meet these criteria. If all manufacturers have to meet minimum standards and all endproducts are the same, consumers will have no choice but to purchase said products and pay the price, whatever that may be.
That should hopefully lead to green products and manufacture becoming mainstream and prices coming down. In the meantime, the industry innovators such as Harrison Spinks, Hypnos and Ashwood Designs continue to lead the way, and should be applauded for their efforts.
There are, of course, many ways the industry at all levels can improve its green performance. What is really needed is cross-industry collaboration and a joined-up strategy from governments to encourage and support those making a real difference. Unfortunately, scepticism around global warming still exists, and there are those who believe individuals, and even the whole movement, is guilty of ‘greenwashing’, scaremongering, and then ‘resolving the issue’ for profit.
Whilst there are those within the industry who choose to deny climate change is happening, there will always be opportunities for the greenwashing accusation to be laid at others’ doors. The fight against climate change is everyone’s fight, and working together the only way to win it.
Mark Gannon
Mark Gannon (Sofa Source): It’s generally agreed that the ‘green’ furniture movement is gaining traction – but what does it really mean to your business and customers?
There’s no doubt that sustainability has become more relevant to furniture organisations – the importance of sustainability has accelerated, and is only set to become more prevalent.
There is increasing demand for organisations to operate sustainability, causing less harm to the environment while also producing ‘green’ furniture. This demand is mainly coming from customers, but I think there will be increased pressure from the Government from a legal perspective for organisations to engage in sustainable operations.
The implications this has on our business are important. We’re analysing our own business model, products and packaging to see how we can implement effective sustainable initiatives. We have a team in place who has been working on eco-packaging for a number of months, and some exciting developments are happening in this area – from using Global Recycled Standard (GRS)-certified recycled plastic, to FSCcertified carton boxes. We understand that there’s a lot more to do to become fully sustainable – but I believe it’s important to first focus on key areas of the business, and then move forward with other sustainability projects based on market insight and what is commercially viable.
From a customer perspective, there’s increased awareness of sustainability credentials and interest in sustainably produced furniture. We’ve seen this with the rise of the eco-conscious consumer. Millennials, followed by Generation Z, will make up more of the market share of furniture in the foreseeable future, and I predict that selling a truly sustainable product will become the industry norm in the next five years.
We recently carried out our own research in this area by interviewing key stakeholders in the industry, and our findings show that there’s increased consumer awareness of what sustainability means. However, being willing to pay for it is another question. The price-versus-sustainability tradeoff has a significant influence if the consumer pays more for sustainably produced products – but how much extra are they willing to pay? Other factors such as quality, comfort, style and price are often considered more important.
Customer demand is of particular importance in the study’s findings. The research suggests that in the next 10 years consumers will expect companies to sell only sustainably produced furniture. The growth in demand may not yet be mainstream, but it is gaining momentum.
The increase in customer demand for eco-friendly furniture is influenced by society, media and education around climate change and sustainability, and there is also an element of virtue signalling to peers through owning sustainable furniture. Customers are asking more questions as to how and where the product is made, and if it has the relevant certifications.
When it comes to marketing, consumers are calling out large organisations for greenwashing more
(image courtesy iStock/jgfoto) Mark believes demand for sustainable goods will only grow
often. In my opinion, it’s better to admit you’re not engaging in green activities than to market your initiatives as ‘green’ when in fact they’re not. Organisations will get found out eventually, so it’s important to be cautious when telling your customers that you’re ‘green’. That’s why, from our perspective, we want to first deliver the sustainability projects were working on and ensure they’re having a positive impact on the environment before we engage in any marketing activities on this front.
I think it’s going to require a collaborative industry approach for organisations to make a positive impact. There are some innovative and impactful sustainability projects happening, but organisations in isolation can only go so far. I believe for a truly collaborative approach to happen within the industry, governments must also be involved and take some of the responsibility.
For instance, legislation must be reviewed and updated – particularly in the UK. The UK Fire Resistance (UKFR) BS5852 regulation was enforced in 1988 by law and requires materials such as fabric and foam to be chemically treated. These flame-retardant standards and laws can majorly prohibit furniture from being fully recycled, as the chemical treatments used are difficult to break down, therefore creating a barrier to implementing a circular economy for furniture products. Also, chemically treated furniture products are expensive to dispose of, as careful disposal is required to prevent the release of toxic fumes. Thus, furniture organisations are faced with both economic and environmental barriers as a consequence. This outdated law presents a significant barrier to sustainability practices within the furniture industry, and must be reassessed sooner rather than later.
In terms of product, our findings indicate that technological advancements in the industry to establish and implement circulatory practices, as well as innovation in design, are key. As well as legislative changes, the transition to a circular economy requires new technologies and infrastructures. Advancements in technology can have a big impact on furniture design for the circular economy, enhancing recyclability as well as making the process of disassembly or repurposing more cost-effective.
There’s clear evidence of design innovation within the industry, such as cradle-to-cradle mattresses. These go beyond the circular economy model, as there’s no waste – they’re made from recycled plastic from the ocean, and the parts are removable and recyclable, increasing the lifespan of the product.
Other findings show that to make a product truly sustainable, it must be designed using good-quality, long-lasting materials that people will keep. Furniture designed with a lifespan of 20 years has a much lower carbon footprint than the ‘fast furniture’ currently being sold on the market with an average lifespan of five years. Furthermore, incorporating easy-to-disassemble parts in the design process, with the product’s end of life in mind, aids in the circularity of the product – for example, changing the interiors or reupholstering the fabric, making it easily removable from the main frame.
We also found strong evidence that the responsible sourcing of raw materials such as FSC-certified wood, and recycled and renewable materials, is vital to this movement – which is only going to get stronger
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CIRCULAR DESIGN RULES
Every year in the UK, an estimated 22 million pieces of furniture are sent to landfill by people eager to keep their interiors on point, says Emma Samson, marketing communications manager at circular plastics agency Searious Business. However, worsening climate change and socio-economic inequalities show that this takemake-waste consumption culture isn’t working for people, planet or profit – so, how can we create a circular system where resources are retained and not lost to landfill or leaked into our environment?
WITH THEIR ENTIRE LIFECYCLE IN MIND
By EMMA SAMSON www.seariousbusiness.com
The furniture industry seems ripe for a circular approach. Materials and designs tend to stay the same across decades, and parts are not subject to technological obsolescence like electronics.
It all comes down to effective design. Furniture designers need to conceptualise their products with their entire lifecycle in mind, including disposal and the system in which they exist. To help guide manufacturers, here are our 10 golden design rules …
1. Longevity Furniture that lasts longer is the first way to decrease the use of new materials. However, as well as functional durability, you must also consider aesthetic and emotional factors. Building timeless pieces that users will love and trust for generations is the holy grail for designers.
2. Repair friendly Slow the circulation of materials by designing easy-to-repair modular features with accessible and interchangeable spare parts and accessories across a product portfolio.
3. Easily upgraded Furniture needs to respond to consumer needs. By supplying add-ons, upgrade features or refurbishment services, you can extend a product’s life and maintain a revenue stream from loyal brand fans.
4. Repurposing How can the components and materials in your products be used again? Could you incorporate used material within your new products? For example, using recycled plastic in the frames or upholstery cuts carbon impacts dramatically.
5. Disassembly Furniture components must be easily disassembled – the fewer parts, the better. Keep glue and fastenings to a minimum, and the disassembly tools should be commonplace. Disassembly instructions should be easily accessible to recyclers and secondhand users. 6. Material choice Choosing optimal materials is key. Consider the purpose, lifespan, environmental impact and recyclability. Mixed materials, hazardous substances and adhesives hinder recyclability. Although not yet mandatory, a product passport could help future actors better understand the resources embedded in used furniture.
7. Take-back schemes Designing and setting up reverse logistics and reward systems to collect used furniture ensures valuable materials do not end up in landfills and diminish companies’ reliance on virgin sources, reducing CO2 emissions and risk from disrupted supply chains.
8. Product as a service Leasing models means furniture stays in circulation far longer. It can also be a way for producers to tap into a growing market segment, test their products, and strengthen consumer relationships.
9. The twin transition Digitalisation is inevitable, and will facilitate the green transition by tracking substances, materials and products across the value chain. Furniture manufacturers should use digital tools to collect detailed data and stay ahead of growing legal and social demands.
10. Communication Although not strictly part of product design, consumer awareness is vital to ensure circular furniture is appreciated and the costs and environmental benefits understood. Standardisation of labelling is necessary to allow consumers to make informed decisions.
Over the next decade, the UK furniture industry will encounter various economic, regulatory and environmental challenges. Global competition, supply chain disruption, shortages of raw materials, an increasingly enlightened customer base and legislative oversight will mean manufacturers need out-ofthe-box thinking to survive. That starts with design
Weavers organic sustainable fabrics are easily biodegradable in nature…
