From Covid-19 and Black Lives Matter to the US elections, it’s been a particularly rocky and uncertain year for everyone, and consumers are increasingly expecting large organisations and brands to show leadership when it comes to social and environmental issues. “Covid-19 has really shone a light on the importance of social issues, and consumers now expect brands to engage in conversations around those issues,” marketing expert Jana Bowden told Inside Retail. “Retai
rs now expect brands to engage in conversations around those issues,” marketing expert Jana Bowden told Inside Retail.
“Retailers need to have a finger on the social movement and sentiment pulse and if they get it right, they can expect that to translate into better products, better customer experience, and transformative service because they will be reflecting what their customers want.”
In just the past couple of months, mainstream retailers such as Foot Locker, Levi’s, Patagonia and Havaianas have used their physical stores as a way to actively engage customers around political and social issues. And now, The Body Shop is opening its new activist store concept at Emporium Melbourne this weekend.
At the new store, customers will have the chance to learn about the campaigns and issues close to The Body Shop’s heart, including gender inequality and female homelessness and Amnesty International’s petition to Raise the Age of Criminal Responsibility in Australia. Young people interested in getting involved in social activism will also be invited to apply for a delegate position in the 2021 Youth Activist Series with Plan International Australia.
“Our new Emporium store showcases the best of The Body Shop’s values and our commitment to getting to work in authentic and tangible ways,” said Shannon Chrisp, marketing and corporate responsibility director at The Body Shop.
“This new concept store amplifies our activist roots in a way that truly engages customers in the stories behind our products and encourages them to join us in fighting for a fairer and more beautiful world. We want our customers to roll up their sleeves and play with products made from real, raw and sustainable ingredients and to participate in entry-level activism – whether that be through understanding the impact of Community Fair Trade sourcing, learning about gender inequality around the world, signing a petition or challenging their biases through critical conversation.’’
Inspired by artisan workshops, the new Body Shop store has been fitted out with sustainable fixtures made from reclaimed wood and recycled plastics. A metal facade has been constructed in eco-friendly aluminium, which requires less energy production than other materials and can be recycled over and over again. Worktop surfaces are also made from 100 per cent recyclable materials.
“The Body Shop was the original brand activist of its time when it was founded in 1976 and really appealed to Gen X. In my eyes, this is a refreshing, rebirth of that central brand positioning,” said Brian Walker, CEO and founder of The Retail Doctor.
“Now, our insights have found that activism means something even more for millennials and Gen Z. They really do support brands that are active and millennials are attracted to brands that take a political and social stance and are disruptors.”
The Body Shop’s ‘activist workshop’ store concept is now being rolled out across the world and is currently also in London and Singapore.
In a recent report from Cashrewards, more than half of Australians are more likely to buy from businesses that give back to the community, and almost one in three consider ethical concerns when making purchasing decisions.
