For Greenweez, brands have to “propose new stories” – CSR > Marketing Green

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… and economy of functionality

As he tells it from Biarritz, at the One to One Customer Experience show, his company wanted to give it a try and “propdare rental offers on toys”. Customers have the option of purchasing a card or, more precisely, a pack allowing them to have items to keep or exchange for three months (see here). “I think the service is superb, but it didn’t work well.”he reveals. People prefer to buy refurbished products. They are not all ready for rental yet.”

New stories…

But how can we move in the right direction? Romain Roy affirms, “to achieve societal change, we need new narratives.” If many of the younger generation, in particular, remain on average “more awake” on the issue of climate that older people, many still order their quasi-disposable clothing on the Shein website.

“There is still a lot of work to do,” admits the CEO, “everyone must mobilize in terms of changing mentalities.” Brands are no exception, of course. “Pedagogy is important. For several years, especially the pandemic, there has been citizen awareness, but it is not going fast enough…”

… to change consumption habits

Greenweez says it does its part, in particular by producing videos and explanatory articles on its blog. The company offers recipes and good deals, highlighting solutions for consuming differently. It is also, he says, the role of his organization, via newsletters in particular, to “countering preconceived ideas about labels. The latter are numerous, which “does not make it easier for consumers”.

Generally, “communicate transparently and sincerely”on the state of organic in France for example, is important for “train the citizens”. For him, a brand has every interest in telling the story of the initiatives it takes, in making public its commitments, its objectives, and showing which path it has chosen to take. He says it all the more so since his own brand had somewhat forgotten to get into it lately: “We realized at the height of the pandemic that we were doing a lot, but without always explaining it.” So, the teams were invited to put pen to paper. Trying not to brag, obviously. “We are not perfect, we have no lessons to teach.”