In the latest instalment of the Harper Dennis Hobbs (HDH) Retail & Consumer Trends mini series, Simon Black, Executive Managing Director – Travel Retail at the specialist retail advisory firm, addresses how consumers are placing a greater emphasis on sustainable and ethical brands.

[You can view Part 1 and Part 2 of the ‘fashion of wellness’ blogs by clicking the respective links].

In the previous two blogs I have delved into how healthy living is one of the largest trends within travel retail. Now it’s time to look into how sustainability flows through the centre of all wellness trends and into our purchasing behaviour.

Flash floods, wildfires, extreme heat waves, melting ice sheets… these events are just the tip of the iceberg (if you’ll excuse the pun). The UN Climate Report published recently was a damning and clear message to us all. We are doing irreparable damage to our planet.

As I follow my daily ritual, catching up on the latest news on my way into the office (these days mostly involving just a short walk downstairs) you get the sense that sustainability is fast becoming the underlying trend for most in retail and F&B.

Simon Black, Executive Managing Director – Travel Retail, Harper Dennis Hobbs.

THE ‘ATTENBOROUGH EFFECT’

This is translating into travel retail and is a permanent fixture in requirements to secure space, as well as being indispensable for any brand aiming to be at the top of our industry.

With the impact of Covid-19 taking centre stage and highlighting sustainability and conscious consumers more than ever, the major question for travel retail brands is: what does sustainability look like within an industry powered by jet fuel and the carbon footprint this generates?

The answer I feel lies within the term itself. Sustainability. What can a brand, airport, or consumer do to be able to sustain their activities without causing further damage or – even better – take steps towards reversing it?

As we become increasingly aware of the goods we purchase and their effects on both ourselves and the planet, the conscious consumer is here to stay.

An influential consumer combined with the awareness of social media, mindful consumerism looks set to not only stay but is increasingly becoming a way of living.

Driven by millennials and Gen Zs, as consumers we are increasingly thoughtful when purchasing in order to combat the negative effects that consumerism is having on our planet. The increase in demand for ethically sourced and sustainable products is extending to other industries beyond food, such as beauty, fashion, home care as well as creating an emerging new category – wellness.

At least 50% of each H&M Conscious piece is made from more sustainable materials, like organic cotton or recycled polyester. The exception is recycled cotton which, for quality reasons, can only make up 20% of a product. Source: H&M.

We have seen countless examples starting to appear within the travel industry, with prominent organisations such as Swedavia now achieving a carbon neutral status and asking all its partners to join the pledge.

Many brands are now also becoming talking points within the industry based on their great work and commitment to sustainable causes.

These causes come in lots of different shapes and sizes, with many brands often choosing to adopt more sustainable materials thanks to the ‘Attenborough effect’.

Skincare brands are making huge steps forward when it comes to sustainability and green issues. At HDH we now work with several skincare brands who put environmental concerns at the forefront of their ethos.

Non Gender Specific, which prides itself on being the ‘brand for all humans’, has introduced plantable packaging to its skincare collection. There is a custom blend of wildflower-infused seeds incorporated within the paper packaging, which you can plant to grow an array of stunning wildflowers. GFL Skincare use only vegan-friendly formulas, 100% recycled r-PET for their bottles and organically certified ingredients.

LØCI: A SUSTAINABLE SOLE

Trainer brand Løci has developed a 100% premium vegan trainer. Using recycled ocean plastic, bamboo lining and cork insoles, the brand’s innovative design shares a vision for sustainability, accountability and transparency.

Other key leaders in sustainable products such as Patagonia and H&M Conscious solely use sustainable/recycled materials to create their products and are having huge success, growing their already large online presence because of this.

A final thought before I head for a rare face-to-face meeting, is that being sustainable doesn’t have to mean resolving climate change on your own.

There are many small things that a business can do to contribute. Greggs, who have plenty of great examples of CSR, are absolutely committed to reducing food waste and have numerous initiatives to support this such as giving food to local communities and homeless shelters.

If everyone was to make even small changes in their daily lives and shopping behaviours, we could all work together to create one bigger, positive impact on the planet.