Seema Bihari

Bond’s Mkt Intel Trend Subscription Blog:

A Micro Blog Series Delivering Big Insights, all in 500 words or less.

The issue of accumulating reusable bags is a common dilemma. With the initial intention of reducing plastic bag consumption, reusable bags were introduced as a sustainable, shining alternative. However, while this move reduces plastic usage, it is merely a temporary fix rather than a holistic solution. By integrating sustainable initiatives that focus on the complete customer experience, brands can more effectively foster loyalty through a shared purpose.

Brands are often focused solely on the consumption phase, neglecting the post-consumption handling of products, which is equally important. This is not just an oversight, but a genuine source of irritation for customers. Addressing this challenge requires a shift towards a more human-centric approach in managing reusable bags. iStock-147041313-scaled-1

To Bag or Not to Bag: That is the Question

Numerous Walmart grocery delivery customers have voiced their frustration with the surplus of reusable bags, finding themselves inundated with them, suggesting that the retailer has merely swapped one environmental problem for another. A more human-centric approach would empower customers to choose whether they want their products in reusable bags or not. However, simply offering this choice is not sufficient. Providing alternative solutions, such as allowing customers to bring their own bags for collection in clean, hygienic boxes, would be impactful. Metro, for example, offers customers options to receive products without packaging or in recyclable boxes, allowing them the freedom to choose without being forced into a single solution.

The Return of the Reusable: Bagging a Better Solution

The concept of purchasing products in returnable bags could simplify life for consumers, especially when bags are forgotten. This idea is gaining traction in the Canadian market. The Consortium to Reinvent the Retail Bag, managed by Closed Loop Partners, is testing a Returnable Bag Pilot program. CVS Health and Target are participating, allowing customers to purchase a bag at checkout and return it for a $1 deposit refund. The bag will then be laundered, redistributed, and reused. This approach could alleviate the burden of recycling reusable bags (both costly and less sustainable), managing the number of reusable bags in circulation.

Walmart has launched their pilot program, "Walmart Blue Bag Recycling Program" in collaboration with international recycling provider, TerraCycle. This initiative allows customers to send in excess or damaged reusable bags that TerraCycle then launders and donates for reuse by charity partners, including Food Banks Canada. Additionally, they recycle them into raw materials for new products, such as plastic shipping pallets and outdoor furniture. This program is a win-win solution, ensuring that reusable bags are put to good use.

Adopting solutions to manage the surplus of reusable bags can significantly influence customer behavior. The carrot-or-stick approach is common in promoting sustainable habits. Brands like Tim Hortons and Starbucks reward customers for using reusable cups. Similarly, retailers could implement a loyalty program using QR codes on bags to reward customers each time they bring the same bag to a store. Additionally, brands can leverage social media, service apps, and omnichannel messaging to remind customers to bring their reusable bags, emphasizing the benefits and environmental impact of doing so.

Beyond the Bag: Next Steps for Brands

Designing a sustainable solution requires continuous effort. Bond specializes in embedding sustainability initiatives into customer experiences using behavioral science and human-centric design principles. The goal is to create a simple and satisfying process for customers to engage in sustainable practices. True sustainability goes beyond passing on the problem to others; it involves crafting solutions that are holistic and customer-focused. At Bond, we've developed a method that combines behavioral science with human-centered design to ensure your sustainability initiatives provide a straightforward and satisfying customer experience, ultimately boosting customer satisfaction and loyalty.

Ready to harness the power of behavioral science and human-centered design to create impactful, sustainable solutions tailored to your customers' needs? Contact us today to explore how our expertise can help your brand craft solutions that are not just sustainable, but truly transformative.

In an era where loyalty is constantly shifting, staying informed on market trends is essential. The Bond Mkt. Intel Trend Subscription offers you unparalleled access to insights that help your business. Sign up for The Bond Mkt. Intel Trend Subscription today here.

Bond is a full spectrum loyalty and customer engagement company. We can help you build better, more profitable bonds with our decades of experience, loyalty science, and cutting-edge technology. If you would like to speak to one of our experts, please send us an email at info@bondbl.com—we'd love to help.

Other blogs in this series: