Sustaining sustainability

Watching TV last night and something appeared on the screen that was totally unexpected and completely surprising. Amongst the total dominance of air time by retailers attempting to spread Christmas cheer (at great prices) there suddenly appeared an ad for the coffee brand, Kenco. Its single message was on its sustainability policies in the coffee growing regions it buys from - helping with clean water, schools etc.

Apart from being beautifully shot and edited, the ad was striking because its message around ethical brands and sustainable policies seemed strangely and unnervingly nostalgic of a time that in just a few short months has been swept away by the global economic crisis. Our own poll on the World Retail Congress home page shows that the majority of retailers believe that their customers care less now about sustainability issues since the economic turndown. What matters in stores around most of the world now is price and value.

And yet. is that really the case? Here in the UK, the value retailer, Primark is back in the news as it faces the possiblity of protests today at its stores from pressure groups raising the issue of sourcing and use of child labour.

Easy to dismiss of course as the obsession of the minority when the majority of consumers are now in survival mode, cutting all unnecessary expenditure and trying to cover the monthly mortgage payments. But does it really mean that people no longer care? I’m not so sure. Beneath the surface, consumer expectations of brands, businesses and retailers are considerably higher than they would have been five or ten years ago.

Sir Martin Sorrell, chairman of WPP, states clearly that he believes sustainability is both good for business and good business practice. Its interesting talking to people about the recently announced succession plan at Wal-Mart which will see Lee Scott step down to be replaced by Mike Duke. There is a universal sense of praise for the work that Lee Scott has executed and delivered at Wal-Mart to make it a better retailer through its passionate commitment to sustainability.

It would be wrong to suggest that its standout performance in the currently devastated American retail sector is down to these policies. But its sustainability commitment has certainly restored great strengths to the brand which shoppers are spending money with in increasing numbers.