Question

One of the trends in retailing today is sustainability. Select a retail store/ establishment, search on how they respond to green movement. Discuss the effectiveness of the campaign to their business. Provide photos to support.

Answer 1

Today the entire world is at the risk of complete environmental degradation and extreme climatic changes to be witnessed. Everybody is aware of this, but there are very few who actually take steps towards making the future more green. Today, it has become extremely important for the local people, businesses, factories, governments etc to be more aware about this situation and take appropriate steps for it. Due to this, many businesses have now come forward to lend their hand towards creating an environmentally safer tomorrow.

Thus started the green movement which helps the organisations to be green and remain sustainable in a long run. When a business takes part in this movement and makes necessary changes in their orthodox methods, their goodwill in market increases and they become an ideal example for others to follow.

The retail establishment I chose to study is IKEA, the furniture and home goods giant in market. IKEA uses of sustainable resources for energy. The waste management of theirs is also completely environment friendly. This sustainable strategy of IKEA is called 'People and Planet Positive'.

( Reference to images are official website of IKEA)

90% of their showrooms in US have solar panels fixed. They even have their own windmills in Illinois and Texas.

IKEA believes that customers should have a good amd more environmentally conscious lifestyle when they select their products as they are manufactured through completely eco-friendly methods. They have planted over 2.4 million trees in America, hence giving their participation in reduction/ absorption of carbon dioxide emissions in atmosphere.

For their numerous and generous efforts towards saving the environment, IKEA was given the title 'The Guardian' in 2015, and given few awards for 'Sustainable Business' awards. The goal of IKEA is to be climate positive till 2030.

(Image: Official website of IKEA)

These steps of have made IKEA one of the most loved stores for furniture and home goods as customers very well know that the products they will buy there has been manufactured by creating no harm to the environment. And some part of market customers are encouraged or influenced to buy at IKEA's as they just want to encourage IKEA for their positive efforts.

IKEA grows more trees than it uses, thus customers feel guilt free to purchase goods there. IKEA knows its customers and doing eco-friendly activities have created them a good brand reputation.