AUCKLAND, Today: Kiwis eager to buy better now have an easier time with the launch of New Zealand’s first nationwide B Corp retail activation.
This activation is happening in 130 New World stores nationwide. It’s a partnership between Unilever New Zealand and Foodstuffs New Zealand, the co-op behind New World stores.
The goal is to highlight the value of B Corp certification. It helps Kiwi consumers make more informed choices right at the shelf.
Recent data shows over half of Kiwis (51%) plan to pay more attention to the environmental impact of their purchases. Yet, 55% find misleading information and confusion as major barriers to shopping sustainably.
This retail activation tackles that issue by directing shoppers to products made by Certified B Corp Unilever ANZ, like Persil, Surf, Continental, TRESemmé, and Radox, with discounts up to 50%.
“This is a first for the New Zealand market and a great collaboration between two big New Zealand brands who are using their scale to do better for people and for planet.”
Shoppers will find prominent aisle fins and end displays guiding them to these products. A bespoke QR code, when scanned, educates them on what it means to be a B Corp. A digital catalogue and buy now web banners make the ‘buy better’ journey seamless. Social media posts and support from key parenting influencers boost the campaign.
B Corps are independently certified for their high standards of social and environmental performance, accountability, and transparency. Aotearoa has over 160 B Corps across 40 industries, and the number is growing.
Cam Health, Unilever NZ Managing Director, calls the B Corp retail activation pioneering.
“This is a first for the New Zealand market and a great collaboration between two big New Zealand brands who are using their scale to do better for people and for planet. We will be gathering insights from this activation which will help inform us as we look to carry out more work in this space,” he said.
The B Corp retail activation runs in select New World stores from Monday 27 May to Sunday 23 June. Find out more about Unilever ANZ and its B Corp certification here.
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