Shopping consciously is getting a little easier for the growing number of Kiwis eager to ‘buy better’, with the launch of New Zealand’s first-ever, nationwide B Corp retail activation, courtesy of Unilever New Zealand and Foodstuffs New Zealand, the co-operative behind the nation’s New World stores.
Taking place in 130 New World stores across the country, the activation will shine a light on the value of B Corp certification, and its role in enabling Kiwi consumers to make more informed decisions at the shelf. It comes as recent data[a] reveals that more than half of New Zealand respondents (51 percent) plan to pay more attention to the environmental impact of what they consume. However, 55% of respondents said misleading information and confusion were key barriers to shopping more sustainably.
The retail activation features in-aisle and digital marketing that directs shoppers to a selection of products that are made by Certified B Corp Unilever ANZ, including Persil, Surf, Continental, TRESemmé, and Radox, with discounts of up to 50%.
Managing Director for Unilever New Zealand, Cam Heath said, "We know Kiwis have great intentions when it comes to shopping consciously but it can be difficult to determine which products are better choices when it’s time to fill up the trolley. With this activation, we’re making buying better that little bit more straightforward, accessible and affordable.”
B Corps are organisations that have been independently certified for going above and beyond business as usual, and proactively meeting high standards of social and environmental performance, accountability, and transparency. There are currently more than 160 B Corps in Aotearoa across 40 industries, and growing.
“Achieving B Corp certification is no easy feat,” said Cam. “For Unilever ANZ, the rigorous process looked at every aspect of our operations, from reducing plastic waste and emissions, to ethical sourcing and supporting local communities.
“Some examples of how we’ve brought this to life in New Zealand is by eliminating 3.7 million plastic scoops from our Surf laundry powder - a reduction of 14.9 tonnes of plastic circulated each year. We’ve also transitioned to more recycled plastic in our TRESemmé shampoo and conditioner bottles, reducing our reliance on virgin plastic. Meanwhile, we continue to boost productivity and staff wellbeing with our 4 Day Work Week trial,” he said.
Sandy Botterill, Head of Environmental and Social Governance, Foodstuffs Co-operative Affairs said: “Customers are interested in buying better, but it can be confusing as there’s lots of different information out there. We fully support Unilever NZ in this initiative to raise awareness and educate shoppers. Being B Corp Certified is about driving positive environmental and social change with a focus on improving performance over time, while providing the proof to back those claims up. At Foodstuffs, we’ve made a commitment to be ‘Here for New Zealand’ which aligns nicely with the important work Unilever NZ is doing.”
The B Corp retail activation rolls out across select New World stores nationwide from Monday 27 May and runs until Sunday 23 June. Find out more about Unilever ANZ and its B Corp certification here.
About Unilever ANZ
Unilever is one of the world’s leading suppliers of Beauty & Wellbeing, Personal Care, Home Care, Nutrition and Ice Cream products, with sales in over 190 countries and products used by 3.4 billion people every day. We have 127,000 employees and generated sales of €59.6 billion in 2023. Unilever Australia and New Zealand is a Certified B Corporation – part of a global movement of businesses that aim to lead systems change to support an inclusive, equitable and regenerative economy for all. For more information about Unilever and our brands, please visit: https://www.unilever.com.au/
About Foodstuffs New Zealand
Foodstuffs New Zealand is comprised of Foodstuffs North Island and Foodstuffs South Island, two separate, 100% New Zealand owned co-operatives, with over 500 owner operated stores in communities across Aotearoa operating under the Four Square, New World, On the Spot, PAK’nSAVE, Reward Fresh, Gilmours and Trents brands. With 38,000 Foodies across the Aotearoa, we play a big role in Kiwis' lives.
About B Lab
B Lab is a non-profit global network designed to harness the power of business as a force for good. B Lab sets standards and certifies companies — known as B Corps — that proactively meet high standards of environmental and social performance, transparency, and accountability. Established in 2006, the global B Corp community includes more than 8,500 Certified B Corporations, employing 790,000+ workers in 96 countries and across 162 industries with one goal: to create an inclusive, equitable, and regenerative economy that benefits all. In Aotearoa New Zealand, 160+ Certified B Corporations across over 40 industries contribute over $6BN to the local economy. https://www.bcorporation.com.au
EY Future Consumer Index 2023