Although we aim to make the most sustainable choices on behalf of our customers, we can only do so much on our own. We are looking at ways we can use our position on sustainability to do more to engage our customers in-store so that sustainability can become the new normal: something we all do together, every day.
Inviting customers on our sustainability journey
In our stores in Europe, Brazil and China, the first thing our customers see is our new #WearTheChange campaign, which aims to help our customers find the products they want and to be reassured that they have been produced and sourced sustainably. The campaign will be launched in Mexico during 2018, bringing sustainability to life for customers around the world.
Offering more sustainable products
For many years, we have acted on behalf of our customers to make our clothes responsibly and source our materials with sustainability in mind. 67% of the cotton we use is organic cotton or sourced as Better Cotton, and we offer groundbreaking products such as our GOLD level Cradle-to-Cradle CertifiedTM T-shirt.
Helping customers recycle
Following its successful launch in the Netherlands, we rolled out our in-store take-back programme to four additional retail markets – Belgium, Luxembourg, Switzerland and a pilot in Brazil – with a view to expanding the programme further by 2020.
In Brazil, we sell cell phones in addition to clothing, and have shared responsibility for taking back and disposing appropriately of cell phones and batteries. In 2017, a total of 40,736 items were collected in our stores.
Using fewer plastic bags
We charge for plastic bags in Germany and Austria and paper bags in France, and have switched from plastic to paper (or a combination) in a number of our markets including the Netherlands, Hungary and Italy.
Rolling out #WearTheChange across the globe
We will continue communicating on the sustainability topics that are relevant for our customers and take our product storytelling to the next level through #WearTheChange. In order to truly break through and engage our customers, we are activating this campaign across multiple channels.
More Cradle-to-Cradle CertifiedTM products in-store
In Europe, we will deliver more than two million Cradle-to-Cradle CertifiedTM pieces over the next two seasons, alongside campaigns showcasing the products. In Brazil and Mexico, we will develop a Cradle-to-Cradle roadmap to build on the success of the launch.
Rolling out in-store take-back
In 2018, we will continue to expand the programme to new geographies globally as well as expand our current pilot in Brazil from 31 stores in 2017 to 80 stores.