By Erica Keppel and Lawrence Akers

Sustainability, a catch cry alive in modern industry. The effects of industrialization and the decline in global resources continue to challenge an ever growing population. Thoughtful and educated decision making is a market trend that many small and large retailers have responded to; driving a new and more deeply engaged appeal into the mainstream of many of our favourite brands.

The rise of environmentally sustainable design (ESD) and socially conscious design (SCD) is an organised response to the required change in western society’s approach to trade and community. A call to think innovatively and embrace awareness has become a serious drive for many Nation’s Governments in an effort to decrease the rising pressure on societal and environmental resources. We are now more frequently than ever exposed to the implementation of sustainable practices by retail corporations in our day to day.

Later this month, the Retail Design Institute, RMIT Gallery and Design Victoria are holding a seminar called “Change for Design / New Dialogues for Retail Environments” RMIT with a presentation that will explore the applications of ESD and SCD in our retail environments. The discussion aims to examine forecasts for the future and look at how some market players are creating industry standards which will, in turn, influence other retailers. Case studies will be presented that will illustrate what is currently being done and what is also being considered in terms of the greater scheme of things.

Well known retailers such as Aesop and The Body Shop offer products geared with a strong ethos and dialogue that strengthen they’re market position in terms of environmentally sustainable and socially conscious change. With an emphasis on botanical ingredients and testing that doesn’t involve our friends in the animal kingdom, consumers are confronted with an immediate call to conscience in their purchasing decisions. Quality and value for money aside, consumers can feel that they’re ‘doing their bit’ when they spend their money on thoughtfully designed, manufactured, packaged and displayed products and services.

This good karma is achieved from various means; everything from the selection and trade of raw ingredients through to the thoughtful design of the retail space. The Body Shop have long been campaigners of ethical movements, most prominent throughout the years, is their stance on animal testing. With a section on their website named “The Body Shop Activist” www.thebodyshop.com.au, there is no denying considerable thought and community reach goes on behind the The Body Shop name. In this section, you can learn more about The Body Shops affiliations to the support of human rights, protecting our planet, supporting community trade and even banning air brushing on models, to name a few. With links to several forms of social media, The Body Shop open accessibility up, creating a movement of change and an opportunity to give back for avid followers.

“The Bodyshop is committed to social and environmental justice on a local and global level. This goes way beyond “corporate social responsibility”. For us our success in contributing to the common good is just as important as making a buck. We’re not perfect, but we strive to continually improve and live our values every day.” www.thebodyshop.com.au

Well known cosmetics house Aesop take a more subtle approach as they promote a message of their well researched and “transparent” botanical products in a transcendent yet effortlessly chic fashion.

Their Melbourne Flinders Lane Store features a custom designed cardboard interior, claiming no store is the same as another. Maintaining an authentic approach to the consumer’s experience at the same time as using recycled, biodegradable shop fitting certainly meets EDS and SCD principles whilst getting people talking about the brand. With a refreshingly “humanised” approach, Aesop’s homepage www.aesop.net.au hones in on the good old fashioned values that ensure a good life:

In a market where chain stores increasingly homogenize our customer experiences and, ultimately, our way of life, Aesop’s website highlights the simple pleasures, promoting a sustainable lifestyle to the modern individual.

‘Aesop values all human endeavours undertaken with intellectual rigour, vision, and a nod to the whimsical. We are now a global company, and continue to make every product with the same attention to detail that we believe should be applied to life at large, taking into consideration the needs of your skin, the specifics of your environment, and the constraints on your time. We advocate the use of our products as part of a balanced life that includes a healthy diet, sensible exercise, and a regular intake of good books.’ www.aesop.net.au

As we continue to focus more on the effects of carbon footprints and environmental issues, sustainability will only continue to become increasingly important. The design community have really jumped on board the sustainability platform, looking at each step of the creative and production process to give it a necessary tweak. While advancements in inks and recyclable materials are becoming more common play in the industry, the results are, at the least, indistinguishable from products produced using non-environmentally friendly technology. At best, it has enriched our experience, not only allowing us brilliant products but also the good karma that comes from supporting worthwhile causes.

Do you know of or have a product that you feel is worth promoting cause it is sustainable or socially conscious? Then email here Erica, tell us about it and we’ll be sure to publish it in a future Xpose.