Unilever and Foodstuffs New Zealand want to make it easier for Kiwis to shop consciously – by literally guiding shoppers to sustainable brands and products.
The partnership is New Zealand’s first-ever B Corp retail activation, taking place in 130 New World stores nationwide.
The stores are using aisle fins and end displays to point shoppers in the direction of Certified B Corp Unilever ANZ products, including Persil, Surf, Continental, TRESemmé and Radox, with discounts of up to 50%.
It comes as data reveals just over half of New Zealanders intend to pay more attention to the environmental impact of what they’re buying, but many say misleading information and confusion were key barriers to shopping sustainably.
Handy QR codes educate shoppers on what it means to be a B Corp company – an organisation that has been independently certified for going above and beyond business as usual and meeting high standards of social and environmental performance.
There is currently 160 of these organisations in Aotearoa, across 40 industries.
Cam Health Unilever NZ Managing Director describes the B Corp retail activation as pioneering.
“This is a first for the New Zealand market and a great collaboration between two big New Zealand brands who are using their scale to do better for people and for planet. We will be gathering insights from this activation which will help inform us as we look to carry out more work in this space,” he says.
The B Corp retail activation rolls out across select New World stores nationwide from Monday 27 May and runs until Sunday 23 June. A digital catalogue, web banners and social media posts will also support the campaign.
