The green issue should now be taken as read

Yes! Consumer demand is going green (Trends, MW September 22). And it really is time to listen up and embrace this opportunity wholeheartedly, whatever your motivation.

Knowing your market enables you to think ahead, plan for the future, and excite consumers. The hype around a new product launch builds up anticipation and demand. So if consumers want more ethically sound products and services why on earth aren’t more manufacturers and big brands offering them?

There really is no getting away from the fact that as a nation we’re all taking more and more of an interest in being more ethical. For retailers, in a struggling climate, it’s a fantastic opportunity to market products and services that are better for us all: the environment, our pockets and our consciences.

We visited The Packaging and Innovation Show at the NEC this week where eco-packaging was really big. From biodegradable bubble wrap to “air pillows” made from potato starch, it’s all designed to break down over time, perfect for protective packaging that just ends up in the bin.

But supermarkets seem to be struggling to make any kind of difference to the waste problem.

The major players have signed up to the Courtauld Commitment, and pledged their support to WRAP (Waste and Resources Action Programme), but only Somerfield and the Co-op have 100 per cent biodegradable carrier bags.

Consumers are giving a clear and sustained message. Being green no longer means being a hippy. It’s time to make green products and services mainstream; it’s time for action not words.

Rachael Smith

Creative planner

Fraser Design

Hertfordshire

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