Selfridges, a well-known retailer, is embracing sustainability by making a significant shift in its gift card materials. Previously made of plastic, the iconic store will be transitioning to paper gift cards to align with its eco-friendly objectives. This move comes at a time when the global anti-plastic movement is gaining traction, with consumers and businesses alike prioritizing alternatives to reduce plastic waste.
According to a report by the Evening Standard, the switch to paper gift cards is scheduled to take place during the upcoming summer season. Daniella Vega, the director of sustainability at Selfridges, emphasized the importance of gradually raising consumer awareness and encouraging them to reflect on their actions. With an increasing number of customers urging the store to take responsibility for its plastic products, the positive response to this significant change is expected to be well-received.
Recent studies indicate that sustainability is viewed as a joint effort between retailers and brands, with a majority of surveyed customers sharing this viewpoint. Furthermore, consumers are more inclined to support businesses that demonstrate sustainable practices. Selfridges’ reputation as a brand with ethical principles plays a key role in fostering customer trust and loyalty.
Vega also acknowledged the challenge of balancing luxury and quality with sustainability. While some consumers may hesitate to compromise on luxury for sustainability, she believes that these two aspects can coexist harmoniously. Focus groups have revealed that customers prioritize the brand story first, followed by the product itself, and then the sustainability initiatives. Presenting these elements in the right order is essential for engaging customers and conveying a positive message.
To learn more about Selfridges’ sustainability efforts and new paper gift cards, you can visit their official website here or read about their environmental initiatives on their sustainability page here.
