During the One to One Customer Experience show in Biarritz, at the beginning of October, we spoke with Romain Roy, the founder of the Greenweez platform. The opportunity to question him on the role of brands in the “necessary transformation of mentalities” with a view to adapting to climate change.
“Like public authorities, companies have a fundamental role to play in accelerating the ecological transition.” Romain Roy, founder of online sales site dedicated to organic and eco-responsible products Greenweezis convinced, “the solution will be collective.” And it will be necessary “count on all the actors” economical in order to “regenerate the planet”. Romain Roy knows that simply reducing a company’s ecological footprint is no longer enough. His company, which was part of the adventure of the Business Climate Convention in 2022, is constantly looking for tips to stop putting pressure on natural resources. For example, by trying to change the offer.
It is the idea above all to value second hand rather than new, whatever the cost. An approach also useful in these times of social crisis and galloping inflation. “Often, people buy second-hand not for ecological reasons but to save money.” Greenweez, in fact, got into it, in particular for mobile phones, which the team wanted “reconditioned and put back into service in France”and not in Asia, for example. For the moment, a minority of convinced people are still taking the plunge, but this type of purchase should increase in the coming years, as ecological awareness evolves…
Another option allows you to have an ever more positive impact on your environment. For the CEO, it is about setting up rental services, so as not to have to constantly manufacture new goods. In other words, favor the use of a good, not its sale. Brands are increasingly moving down this path…at their own risk. “Good initiatives are launched, but they do not always find their audience.”
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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.”
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.”