Feature ECO FRIENDLY
Green for
go
Focus has clearly started to shift with sustainability, eco-friendly and carbon footprint no longer just being buzz words, but words that look set to stay.
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he nursery sector has stepped up when we look at products available that carry a level of sustainability and eco-credentials. Although new parents want to purchase new items, which of course is fantastic for the industry as the purchase of second hand is not encouraged (more so with regards to car seats), this of course carries a responsibility for us as an industry to shift focus to how products are manufactured and our carbon footprint and offer products that have longevity. “Eco-friendly and sustainability is a consumer focus which will only build and products that offer and meet these requirements are becoming more and more important.” Comments Alys Dawson, Director of Product, Creative and Marketing Services at Rainbow Designs. “The children of today are more educated about the current climate than generations before them and are becoming more passionate about conservation and sustainability, which is fantastic, and this is filtering through to parents, grandparents and gift buyers.” The good news is that as an industry, changes are happening with Cuddleco’s Managing Director Marc Kelly telling us: “Steps are being made in the right direction and thinking broader than CuddleCo, we have to do more not just in the products themselves, but the whole operation. As we have seen, this isn’t a problem that can be solved overnight, but as a collective we have to continue to make proactive steps forward to help mitigate the burden that is already being passed on to future generations.” So are doing enough within our industry sector with regards to sustainability and eco-friendly products? We asked independent retailer, Victoria Hampson, Natural Baby Shower’s Co-Founder, if she feels more could be done by brands with regards to this? “While it’s been great to see more of us getting involved with sustainability, there’s always more that can be done. That’s why innovation plays a pivotal role in a product’s design so that we can do better, for the next generation that this industry so proudly cares for. We want to bring our customers products that are not only manufactured with a small carbon footprint, but last a lifetime. That’s
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nursery today
why we’ve championed numerous schemes, from eco-credentials commenting “When meeting our pushchair valet services with Silver Cross, to our customers face-to-face either in our Surrey store or chatting to them online, many of their Bags of Love donations with Merino Kids, to prevent throwaway culture adding to the questions are centred around the eco-credibility of the product in question, which is a delight to growing global landfill crisis.” the ears of our nursery specialists. With this in The consumer is clearly now looking more mind, we have a number of interactive guides, closely at green credentials, we asked Nuna’s journals and blogs to bring our customers the Brand Manager Steve Smith if he felt that consumers are searching for products that have information on sustainability that we know they want to see.” eco-credentials and a level of sustainability? “Sustainability is a hot topic and for good reason. Consumers now have more choice and information available to them to make informed decisions. Sustainability is no longer deemed as a ‘nice thing to do’ but now a necessity. Consumers want to know what they can do to limit their impact, and more so, what brands are doing to limit theirs. Previously there used to be a stigma attached to ‘being green’, however it is It goes without saying that baby gear now something that the majority of manufacturers care deeply about the consumers are conscious of.” Victoria, from their experience dealing wellbeing of children. But for Joie, it’s with consumers in-store or via their more than that! online channels, has definitely experienced the shift towards the As a brand, Joie treasures the importance of families and works desirability of products that have hard to champion their value, their welfare and their futures. For Joie, profits have had to take a back seat and instead, it focuses not only on the families of its customers, but those of its employees and the community, as well as the earth that we all enjoy. In order to spread the word, Joie has launched Pure Joie so that everyone who is part of the Joie family can have an insight as to how Joie is doing its bit to support the environment and the steps it is taking to make its products more sustainable, safer and ultimately a more ethical choice for shoppers. To find out more, visit the Pure Joy microsite.
Doing their bit for the planet is pure joy!
www.purejoy.joiebaby.com
