Latin American Retail Sector – Improving its Products by Design
Svetlana Samayoa1, Sonia Valdivia2, Claire Kneller3, Giorgio Bagordo4, Mark Barthel5
1LAC Footprint Initiative, CICOMER; 2World Resources Forum, Leuphana Universitat Lueneburg; 3WRAP; 4WRAP; 53Keel LLP
To influence consumer-purchasing decisions for more sustainable products, the engagement of retailers is essential. The paper aims to introduce an 18-month project with Latin American retailers, suppliers and policy makers to embed sustainable, low carbon thinking into New Product Development (NPD). The project aims to benchmark performance and communicate reliable sustainability information to consumers to help them make informed purchasing decisions. This is achieved by: 1/ Working with major national and/or international retailers operating in Nicaragua, Honduras and Peru and their value chain partners to implement and embed sustainable product design tools into their NPD processes. Up to 80% of the impacts of a product or service are determined at the design stage, so the project will ensure that sustainability is systematically considered as part of NPD. 2/ Creating client-side demand for high profile, sustainability-led consumer-facing advertising and communications campaigns that support a move to low carbon lifestyles. 3/ Building capacity and best practices in Latin American organisations in sustainability-led advertising of consumer goods, via a ‘Consumer Information Lab’. The Lab will combine lifecycle and design thinking, behavioural economics, local requirements and consumer insight and testing to create and run an impactful advertising campaign. The ultimate goal is to explore the effectiveness of promoting the sustainability attributes of products and services and in the context of achieving lower carbon, more sustainable lifestyles. 4/ Learnings and recommendations will complement the presentation.