What do you get when you buy two packs of detergent? No less than a free cloth ‘green bag’ (the brand’s term, not mine). Such was the deal on offer at a Sanur supermarket today, strategically placed next to the cash register for those impulsive last second purchases.
Two things struck me.
First, you have to appreciate the irony of getting a free ‘green bag’ which—get this— is wrapped in its own plastic bag, and then bundled again in more transparent plastic wrapping for the 2 packs of detergent. Whereas the original reason for the so called ‘green bags’ was to reduce disposable plastic bags, this detergent promotion essentially tramples over the whole idea and hands you a cloth bag with green motifs (of course emblazoned with the brand name) while still using adding plastic to the waste stream.
Second, the ‘green bag’ label has officially lost its true significance. It now essentially boils down to this: design a bag from any non-plastic material (or even polypropylene (yes, its plastic)), slap on it some green leafy motifs, mix in a slogan with the words green or eco, brand it, and hey presto—green bag! Will your customers use it? Probably. Will they reduce their use of plastic bags because of it? Probably not.
And here is the problem. A ‘green bag’ is never really a green bag unless its owner turns it into one. And that doesn’t require magic—only bringing it along for a shopping trip on a recurrent basis. Until this happens, businesses are stalling on their sustainability work.
In 2010, so-called ‘green bags’ are no longer a market differentiator to burnish a company’s sustainability credentials. Its time to move on. To stand out from the competition and implement a business sustainability policy that catalyzes a demonstrable positive change, don’t just give your customers a free cloth bag. Show them how to use it in a green way, and then reward them for it. Freebies. Discounts. Anything that reinforces the behaviour and loyalty to your brand.
And perhaps a good start would be to give away the detergent IN the green bag, rather than packaged in plastic.