Greentailing

Greentailing
Calling all green fixture manufacturers!
July 01, 2009

By now we’ve all begun to realize that being “green” goes far beyond energy conservation—rather, it touches every aspect of the business model, including the impact that our vendors and partners bring into the picture. For the retail industry, this means the dialogue has started to expand into the supply chain.

The discussion on green building and operations is in full motion, but the retail business model has so many opportunities for greening that have yet to unfold. Store fixture manufacturers are one sector that has been left out of the equation to date.

Today, new store fixtures, wall systems, cashwraps, built-ins, POP and
visual merchandising tools—not to mention signage and environmental graphics—seemingly fall under a “renovation for relevancy” model, where items are refreshed every three to five years. With such a short cycle, it should be no surprise as to why they’ve been left out of the equation, as the ROI for a transition to green makes it a more challenging venture—but it can be done. Where, then, do the green flags of opportunity lay for a retail environmental landscape that has evolved to be somewhat disposable?

Here’s a scenario. A retailer has developed a sustainable product line, yet has not considered the critical issue of how the product is housed, merchandised and signed. Consequently, this new, healthy, sustainable product is then placed on fixtures that are made with materials that off-gas toxins into the air from their formaldehyde-ridden innards (because CARB only applies to California) and glues. When we’re talking about a holistic sustainability practice and green brand credibility, all aspects in the lifecycle of the green retail experience must comply, or the story is in jeopardy of being greatly diminished.

So, what needs to happen?

Improve communication. Fixture manufacturers need to understand how to communicate the sustainable attributes of their product and their important role in the greening of retail environments.

Verify and measure sustainability claims. A consensus-based LCA assessment (based on ISO 14044) and third-party certification tool must be created that is cost-effective and sensitive to the unique lifecycle challenges of store fixture manufacturers. Some have emerged, such as SMaRT, C2C and UL, but the jury is still seeking an industry-recognized standard like LEED for the fixture industry. Until this happens, what really is a green or sustainable fixture, and what metrics should be used to define this?

Hire integrated design teams. This is critical. Green goals for fixtures and merchandising systems and tools need to be developed before any hand meets the paper (pre-design) to ensure the appropriate processes and materials are utilized.

Take a lifecycle approach. This shouldn’t be looked at as a challenge, but an opportunity. Consider recovery programs that address where the product goes at the end of its short life. Has your product been designed for upgradeability so that it doesn’t become obsolete? Can the item be disassembled for reuse or recyclability?

Create healthier retail environments. Use low- or no-VOC and/or urea-formaldehyde-free materials that comply with CARB, SCAQMD rule No. 1168, Greenseal GS-11 (paints/coatings) or GS-3 (anti-corrosive paints).

Now, if you aren’t convinced, here is a bit of a nudge as to why store fixture manufacturers should care about sustainability.

>Legislation. CARB requirements have already passed in California and, as the saying goes, “So goes California, so goes the nation.” Carbon Content Product Labeling—Assembly Bill 19—would require consumer products to have carbon labeling (this will translate to fixture manufacturers that house the product by default).

>Green building requirements. Participation in a green project requiring LEED or Green Globes certification. If you want to play, you’ll have to clearly communicate the sustainable attributes of your product to be a contributing team member on a green project.

>Brand differentiation. Add value to your products and services by helping green retailers expand their own sustainability initiatives through your partnership. You deepen their story, and in some cases, you are the story.

>Waste-to-profit networks. A growing number of manufacturers have found ways to turn their waste streams into a resource network, oftentimes producing revenue. Even if you can’t find someone to buy your waste, simply having a network that accepts it saves you from costly landfill tipping fees.

Retail environment supply chain partners have a significant part to play in this ongoing journey called sustainability. Now is the time to join the conversation.

Cheers,
Justin Doak
Founder, Ecoxera – Green Business Strategy for Retail
Send green manufacturing success stories and questions to justindoak@ecoxera.com.