With sustainability one of the most prominent buzzwords in recent years and businesses setting ambitious sustainable packaging targets, is Covid-19 set to switch emphasis away from sustainability or further bolster global focus towards a cleaner ‘new normal’?

Despite the catastrophic impact of Covid-19 on global health and with the economy facing the likelihood of a second global recession in as many decades, the unintended positive side-effects of a global lockdown have had a dramatic impact on our environment. Images of crystal-clear Venetian canals, improved visibility in usually densely polluted cities and wildlife returning to areas previously overrun by human activity have dominated media coverage, with major cities experiencing pollution decreases of up to 65%.i

While a global pandemic is an extreme example, what it does demonstrate is the gargantuan impact such a short shutdown can have on reversing environmental issues. This unprecedented global situation has raised the stakes and forced businesses to think fast and differently, demanding more focus on preparation, agility and reliance on remote technology to stay afloat.

While some businesses have floundered, others have risen to the occasion and shown remarkable flexibility and innovation, whether it be changing production focus or product mix or taking extra measures to safeguard employee welfare. When the pressure is on, businesses have no choice but to adapt to survive.

While the term ‘Heroes’ is reserved for our Key Workers, we have selected 5 example businesses across industry sectors whom we believe have gone the extra mile to ensure sustainability both in their corporate operations and for the communities they serve.

1. AmazonAs the ‘King of e-commerce”, Amazon were naturally the go-to company when all but essential physical retailers closed their doors. Amazon had to act and act fast to ensure skyrocketing demand was met while remaining to be seen as a responsible employer.

Amazon also took the short-term measure to stop accepting non-essential deliveries into their warehouses in many territories. This move ensured greater access to critical medical suppliers and household products during the pandemic, creating a much-needed lifeline for many.

With demand not slowing down, Amazon had to make sure they looked after their colleagues, customers and communities. Initiatives included introducing process updates, PPE and H&S policies, contactless delivery and community relief funds, all at breakneck speed.

Amazon’s quick and decisive action to support people in need during this crisis will stand them in good stead going forward. Their strong response is likely to help Amazon make further inroads into the grocery and household markets traditionally dominated by the e-commerce operations of bricks-and-mortar grocery retailers.

Facing overwhelming demand for household essentials and grocery products, Amazon announced plans to hire a massive 175,000 additional staff worldwide

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2. Sainsbury’sWhile all of the UK ‘Big 4’ grocery retailers have been praised for their response to the Covid-19 crisis, Sainsbury’s has clinched the top spot.

During the initial stampede of customers ravaging the shelves and panic buying staples such as toilet roll, pasta and tinned goods in an almost apocalyptic frenzy, shelves were left eerily empty. At the same time, retailers were expected to implement strict social distancing, traffic management and hygiene measures practically overnight, creating a perfect storm of immense pressure.

Sainsbury’s were first out of the blocks, setting aside the first hour of trading for the elderly and vulnerable as early as March 19th, days before formal UK lockdown measures were announced. They were also fast off the mark to protect their colleagues, being part of the first group of retailers to announce installation of protective screens for their checkout teams.ii

These customers were given priority access to virtually impossible-to-secure delivery slots. CEO Mike Coupe also released a deeply personal and heartfelt message to the British public detailing the measures put in place and urging understanding, cooperation and community spirit.

Sainsbury’s have shown true social responsibility precisely when it was needed, resonating with customers and colleagues alike and above all, helping to ‘feed the nation’ during these unprecedented times.

Sainsbury’s managed to act faster than even the UK government, using their own records to identify 270,000 ‘vulnerable customers’ long before official lists were issued.

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3. BrewdogAlthough now a global powerhouse brand and the best-selling craft beer in the UK, BrewDog have always stuck to their humble roots, with community and sustainability at the heart of their operations. Still 100% community-owned, the company pride themselves in giving back to local communities, colleagues, customers and shareholders alike. BrewDog were among the first of a tsunami of distilleries large and small to put their readily available supply of ethanol to good use, switching production lines from beer to hand sanitiser.

BrewDog have stuck to their core value of community and social responsibility during the Covid-19 outbreak, which has certainly done their reputation no harm.

BrewDog have also launched an initiative to support small independent bars, pubs and bottleshops when the green light is given for the sector to reopen. The first 500 businesses to register will not only receive £250 worth of BrewDog beer to restock their shelves, but will also receive beer training sessions, discount cards for staff members and access to BrewDog’s comprehensive re-opening guidelines and research.

A brand that has always had community at its heart, BrewDog have certainly strengthened this stance and consumer perception alike during the current crisis.

To date, Brewdog have donated over 50,000 bottles of hand sanitiser manufactured in their Aberdeenshire distillery to NHS and local charities

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4. AquapakSustainable polymer company Aquapak have also found an innovative way to help our nation’s frontline workers stay safe during Covid-19.

These laundry bags dissolve completely in conventional washing machines, providing an exposure-free solution and much-needed reassurance to frontline workers selflessly putting their lives at risk on a daily basis to protect others.

Aquapak are also actively looking for more converters and encouraging plastic bag manufacturers nationwide to switch their production to Hydropol™ to help meet demand and further support NHS and care staff.

This unique product and the drive to help increase supply in local communities is an example of how innovation can benefit not only public health but also repurpose existing technologies in a novel way.

Aquapak have donated over 45,000 infection control laundry bags to local NHS services in the North of England, made from water-soluble Hydropol™ iii

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5. MondelēzIn a time of increased demand, global snack manufacturer Mondelēz International have got the balance absolutely right between maintaining product supply while prioritising the health, safety and wellbeing of their teams.

Mondelēz have announced multiple new measures to give additional financial and emotional support and reassurance to colleagues who are continuing to work throughout the Covid-19 crisis and have pledged to constantly reassess further opportunities to do more.

In addition, Mondelēz provided US staff with up to 2 additional weeks of annual leave at 100% payiv, which is almost unheard of in a country known as a ‘no-vacation nation’.v

With the media well and truly focused on how companies are treating their staff during these uncertain times, these extraordinary measures will stand Mondelēz in good stead as a responsible employer. A real humanitarian stance and putting people over profit when it counts can only have a positive impact on brand perception and future sales.

More than 10,000 frontline workers in manufacturing, distribution and sales for Mondelēz USA received an immediate $2 per hour increase during the peak of the virus, with a $125 per week bonus for sales reps

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Takeaways

With nearly 6 in 10 consumers stating that brands’ responses to the Covid-19 pandemic have impacted their perception vi, we expect those who have gone the extra mile to reap the benefits of increased consumer loyalty with subsequent increased sales. Conversely, companies who have taken a blasé view of the severity of the situation or failed to protect their staff will be forever be remembered for their actions (think Tim Martin of Wetherspoons refusing to pay staff and suggesting they get a job at Tesco instead). While in the short-term increased business focus will be financial survival and the continued focus on public health, forget sustainability at your peril.

With businesses having proven their capability to adapt under pressure and adjust manufacturing and business models, now is the time to reap the rewards. Think what could be achieved if the focus and determination we have seen during the Covid-19 pandemic is now applied to finding sustainable packaging solutions. Packaging targets and imminent legislation are not set to change and nor should they, but what’s next? How far can we push the art of the possible? It would be criminal if we regress to the pre-Covid state of the environment. We all have a responsibility to play our part and, just as the example businesses we have highlighted, some will rise to the top and others will fall – I know where I would want to be.

The time for introspection, brought on by the unique ripple effect of coronavirus, has led to increased consumer demand for responsibility, social consciousness and action on environmental issues.

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We are a multi-disciplinary packaging consultancy working with global brands and retailers. We align packaging strategies to meet your corporate goals, your values, brand equity, value chain and the key market drivers for today and tomorrow.

Our results produce powerful, measurable deliverables and a roadmap for the future. Our independent positioning allows us to offer a truely unbiased approach to design, material and implementation.

We will partner with you to create a packaging vision that meets the needs of your business, your customers and our planet.

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Sources

i - IQ Air

ii - Retail Economics

iii - Packaging News

iv - Food Engineering

v - BBC

vi - Social Media Link