SUSTAINABLE IRISH RETAIL ACTION (SIRA)
When asked why I took on the task of writing a guide on sustainability for the retail sector, the answer was simple. As a business strategist, often focused on developing business strategy for brands and retailers, I saw a clear disconnect between the growing desire of many consumers to lead more sustainable lifestyles and the ability of people to make more sustainable choices when shopping. If more people are going to incorporate more sustainable brands and services into their purchasing patterns, then sustainable choices need to be: Available, easy to find, affordable and desirable for shoppers. It’s that simple! But what isn’t simple is ‘how’ businesses go about making themselves – their physical environment, their products and services – more sustainable and how they ensure that they bring their customers, suppliers and employees on that journey with them. Those working within the retail sector – suppliers, retail owners and staff- have a vital role to play to support people to engage with a more sustainable way of living and build more sustainable habits.
So, working with Claire Cogan, a behavioural scientist and researcher, we set about developing a guide for the retail sector to help retailers take practical steps to make their businesses more sustainable. In partnership with Retail Excellence and Champion Green and with the support of our sponsors AIB, Vodafone, Tap Creative and SuperValu, Think Plan Do Consulting and BehaviourWise launched Sustainable Irish Retail Action (SIRA). This is a practical step-by-step e-guide to making a retail business more sustainable. We wanted the guide to be simple and easy for people to read and use so, designed by TapCreative, the guide contains advice, tips, ideas and over 20 case studies from within the retail community in Ireland. It also help readers navigate where to go for help with direct links to further information and support.
We didn’t reinvent the wheel – we demystified, simplified and signposted to make it easy for retailers to find out what to do and how to do it.