Heinemann has introduced its Future Friendly collection, which aims to showcase brands and products that prioritise sustainable and responsible production practices, at Sydney Airport.

The launch – which is the first outside Europe – was timed to coincide with Earth Day, which took place on 22 April.

The promotional activation has been given pride of place within Heinemann’s recently revamped store at the location, occupying one of three pop-up spaces, to ensure maximum visibility and drive footfall to the new assortment.

The activation will run until the end of April, and will return later in the year with an expanded product selection.

READ MORE: Heinemann unveils ‘future friendly: Great for you. Better for the Planet’

Sustainability and responsibility

The Future Friendly collection made its debut in 2021. It features only products that fulfil Heinemann’s stringent selection criteria, and comply with Heinemann’s Code of Ethics.

Furthermore, all products must incorporate at least two of the following five attributes: certified organic, vegan & cruelty-free, certified fair manufacturing practices, significant recycled material, and plastic-free.

Importantly, the Future Friendly activation’s POS materials have been curated to embody the same values as the product range itself. All display materials are manufactured from recyclable and reusable cardboard, which will be recycled for the activation’s second appearance, scheduled for Q2 2023.

“We are proud of the first steps we have taken towards a more responsible product assortment, putting ambitious and transparent criteria at the heart of our approach,” noted Heinemann Australia Managing Director George Tsoukalas.

“We would like to thank our participating brand partners for their collaboration on this activation, and look forward to taking onboard the insights and lessons we will gather during this pilot programme to constantly build upon our offering and customer outreach.”

The current Future Friendly range at Heinemann Australia features products from a mix of global and local brands, and includes L’Occitane, Calvin Klein, Ralph Lauren, T2 and Le Specs.

In addition to live (rather than artificial) plants, the merchandising also incorporates explanatory cards, detailing each product’s sustainability credentials, in order to educate travellers about their selection.