September 26, 2018 /Experience

Conscious Creators

London Design Week commenced last weekend. Mirroring ideas explored at New York Design Week back in May and true to the mood of 2018, conscious creativity has been emphatic.


Modern day philosophy is driven by an agenda of ‘buy less, buy better’.

With 72% of consumers willing to pay more for sustainable packaging, ethical credentials are the hallmarks of shopper mentality. In this climate, retail is a platform for conscious consumerism and inspiring social change.

Championing this ethos, Selfridges sets the stage with a five week pop up that launched last week in line with London Design Week. Entitled ‘‘Conscious Creators’, the retail concept seeks to inspire a better future for both the planet and people by partnering with brands with eco-friendly missions.

With Project Ocean that started back in 2010, the department store has built a legacy for combating plastic pollution of our oceans. Conscious creators illustrates Selfridge’s zealous passion for reducing plastic waste by featuring brands such as Elephant Box and Kinto to encourage consumers to use reusable travel tumblers and lunch boxes.

Yet, conscious creators marks only the start of retail’s sustainable future. The industry has a long way to go. By 2022, Selfridges is seeking to connect with this consumer group by promising that 50% of the products they sell in their store will be better for both the planet and people by 2022.

Material innovation is vital to engaging with conscious creators. Recognising this need, Plastic Scene is an exhibit taking place throughout London Design Week that explores how plastic waste can be used for new design.

It’s an important feat, as Unilever accords that a third of consumers make purchase decisions based on a brand’s social and environmental impact. Echoing this, Global study ‘The Future of the Corporate Brand’ revealed that 53% of people avoid buying from companies that have a negative social and environmental agenda.

At the start of the month, we explored why it is vital for brands to make sustainable practices at the top of their agenda. This is vital, not only to save the environment, but to engage with consumers.

Key Takeaways

Is your brand ready to engage with conscious creators? How can your brand inspire behaviours change with in – store activations and brand partnerships?

Rethink materials. How can plastic become a sustainable option for your brand?

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