69% of consumers want more transparency about sustainability, says report
‘Sustainability’ is often seen as a popular buzzword in the food and drink industry, however, it seems that it is becoming an increasing concern for consumers, according to a recent report by the Hartman Group.
The survey reveals that about 70% of consumers say they want retailers to be more transparent about their sustainability efforts.
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The term ‘sustainability’ is often interpreted as referring to environmental issues like recycling, reducing emissions and using renewable materials.
However, the survey points out that, nowadays, the term also relates to labour issues, animal welfare and other measures involved in product development.
The report notes that shoppers want to know whether companies are ethically sustainable as well as environmentally sustainable.
The Hartman Group also conclude that sustainability just a feel-good measure; it can also boost sales, as when deciding between two identical products, shoppers will typically go with the one which is more transparent when it comes to sustainability so, for instance, if it has a sustainable certification or if it tells a backstory.
Laurie Demeritt, CEO of The Hartman Group, said: “Transparency is more than enabling a moral evaluation of trustworthiness for brands; it is a way for companies to reveal details about production and sourcing that enable consumers to find higher-quality distinctions otherwise concealed in conventionally marketed branded commodities.”
In the survey, respondents also named Walmart, Target and Whole Foods as some of the most transparent companies when it comes to sustainability efforts.
In recent months, Target took steps to develop sustainable packaging and food labels, recording a 139% increase in organic products and 162 new sustainable packaging designs.
Whole Foods also predicted that transparency will be a top food trend for 2018, and as a result, the company has said that in September of 2018, all in-store Whole Food items will have labels illustrating whether the items are GMO or not.
Hy-Vee and Google Cloud partner
Hy-Vee has signed a multiyear partnership with Google Cloud to stay on the cutting edge of digital technology and drive innovation for its customers – both in store and online.
One of the most popular grocery stores in the USA, Hy-Vee is an employee-owned corporation headquartered in Iowa with a revenue of $11b.
Google Cloud services will support Hy-vee customers
While Hy-Vee has worked to stay at the forefront of digital shopping trends, the COVID-19 pandemic affected grocery shopping in many ways, causing more consumers to shop online and create higher demand in its virtual shopping space.
Utilizing Google Cloud’s solutions, localised information and features will make it easier for customers to complete their grocery shopping online and allow Hy-Vee to provide more personalized service and easier ordering.
The company is utilsing a suite of services powered by Google Cloud to:
- Make online shopping easier for customers who use its Hy-Vee Aisles Online services,
- To integrate Hy-Vee’s virtual dietitian services
- To enable customers to schedule vaccinations online including the COVID-19 vaccine.
The continued integration of Google Cloud services will help Hy-Vee launch future innovations as the company fulfills its mission of making customers’ lives easier.
Hy-vee is bringing innovative technology to customers
As recently reported in Food Digital, Kroger has started a drone delivery service for customers in Ohio. Now Hy-Vee has found another unique way to deliver to customers an improved shopping experience.
“The pandemic accelerated many digital initiatives for Hy-Vee as consumers shifted the way they shopped at our stores,” said Aaron Wiese, President, Digital Growth, and Co-Chief Operating Officer at Hy-Vee. “Google Cloud is helping us provide a unique and more personalized experience as we work to integrate all our digital platforms and look to further simplify the customer’s interaction with our services – whether that be in our aisles in person or online.”
“Hy-Vee is leading the way in bringing innovative technologies to its customers,” said Jim Anderson, Managing Director for Google Cloud. “We’re proud to partner with Hy-Vee to streamline processes and power innovative digital experiences. As they look toward the future, our services will help accelerate the grocer’s plans to be the best place to shop.”