MORE THAN JUST TECHNOLOGY
SUSTAINABILITY
72 track of items in transit and , potentially , to check the provenance of every component or ingredient .
There ’ s no reason why manufacturers or retailers cannot tweak QR codes so that ordinary consumers can scan them to find out how far the item has travelled , how much carbon was emitted in its transportation , or even to check that the factory where it was made has an ethical working policy – for example , by banning child labour . Such a bold move is bound to go down well with socially and environmentally conscious consumers .
MORE THAN JUST TECHNOLOGY
But to really impress consumers , businesses need to be aware of one potential problem with this technologyled approach . If it isn ’ t combined with meaningful changes in manufacturing and the supply chain , it will only serve to expose a business ’ shortcomings to consumers . While transparency should be welcomed , it will require retailers and manufacturers to sort out their relationships with suppliers and reduce inefficiencies and waste in their supply chain .
These entirely new business models are highly attractive to a new generation of ethical consumers . IKEA has recently introduced its product takeback scheme , enabling customers to hand back items for reuse when they buy a new product , ensuring that their kitchen cupboards and bedframes don ’ t end up in landfill . US firm Rent the Runway enables people to rent out the latest fashion rather than buying it . This ties in with a general move away from ownership and towards the ‘ sharing
SEPTEMBER 2019