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Moving Beyon Toward Saf er, Le Lin A Call to Actio Ret a nd Compliance essToxic Product nes on: The Role of ailers
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Page 1: Moving Beyond Compliance Safer, Le ss Toxic Product Lin eschemicalspolicy.org/downloads/GoodGuide-ACalltoAction-TheRoleofRetailers.pdf · Moving Beyon Toward Safer, Le Lin A Call

Moving Beyong yToward Safer, Lef

LinA Call to Actio

Reta

nd Compliance pess‐Toxic Product nes on: The Role of ailers

Page 2: Moving Beyond Compliance Safer, Le ss Toxic Product Lin eschemicalspolicy.org/downloads/GoodGuide-ACalltoAction-TheRoleofRetailers.pdf · Moving Beyon Toward Safer, Le Lin A Call

GoodGuid

Started in 2007 with leesearchers and industb d dbetter understand“What really is in the pWhat really is in the p

GoodGuide is a certifie

Fast growing and innovogether science and t

de Background

eading scientists, g ,try professionals to 

products we buy?”products we buy?

ed B Corporationp

vative startup bringingtechnology

Page 3: Moving Beyond Compliance Safer, Le ss Toxic Product Lin eschemicalspolicy.org/downloads/GoodGuide-ACalltoAction-TheRoleofRetailers.pdf · Moving Beyon Toward Safer, Le Lin A Call

GoodGuid

PlacesdGuide.com

ne Apppp

e Retailers

de Information

Page 4: Moving Beyond Compliance Safer, Le ss Toxic Product Lin eschemicalspolicy.org/downloads/GoodGuide-ACalltoAction-TheRoleofRetailers.pdf · Moving Beyon Toward Safer, Le Lin A Call

GoodG

GoodGuide users are mooking for healthier p– Millions of GoodGuide

Almost a half million iP– Almost a half million iP

– 60% female audience

– 35‐49 years old is most

– College educated with 

Guide Users

mainstream consumeroducts….com visitors

Phone app usersPhone app users

t common age range

mid‐high incomes

Page 5: Moving Beyond Compliance Safer, Le ss Toxic Product Lin eschemicalspolicy.org/downloads/GoodGuide-ACalltoAction-TheRoleofRetailers.pdf · Moving Beyon Toward Safer, Le Lin A Call

NewYou’ve heard “Consume

But now…consumers cahare ithare it

Sustainability informatiy

“it has fewer scary ingredients than the kind I am using now”am using now

“I’m woabout theabout the

risks fobab

w Dynamicsers Care” for 20 years

are, know more, and 

on is one componentp

“I want the h lthi thealthiest 

products I can find for my child.”

orried e healthe health or my by”

Page 6: Moving Beyond Compliance Safer, Le ss Toxic Product Lin eschemicalspolicy.org/downloads/GoodGuide-ACalltoAction-TheRoleofRetailers.pdf · Moving Beyon Toward Safer, Le Lin A Call

New 

Risks for retailers– In‐action, Green‐washing

Significant OpportunitieProvide credible informat– Provide credible informat

– Build authentic relationshcustomers

– Increase trust and becomIncrease trust and becom

– Strengthen your brand an

Dynamics

, Online alternatives

estion on productstion on products

hip and dialogue with 

me a source of adviceme a source of advice

nd increase sales

Page 7: Moving Beyond Compliance Safer, Le ss Toxic Product Lin eschemicalspolicy.org/downloads/GoodGuide-ACalltoAction-TheRoleofRetailers.pdf · Moving Beyon Toward Safer, Le Lin A Call

The Neww Consumer

Page 8: Moving Beyond Compliance Safer, Le ss Toxic Product Lin eschemicalspolicy.org/downloads/GoodGuide-ACalltoAction-TheRoleofRetailers.pdf · Moving Beyon Toward Safer, Le Lin A Call

Demand f

ople want to know aboutWhere they were made? 

How they were made?How they were made? 

Impacts on their Health? Env

ore than Brand & Price

i Li t f Cowing List of Concerns:Ingredients, Contaminants, Hg

What goes “In, On, Around” 

LOHAS t M i tom LOHAS to Mainstream

or Information

t the products they consu

vironment? Workers?

Health Impacts, etc. p

our families.

Cm Consumers…

Page 9: Moving Beyond Compliance Safer, Le ss Toxic Product Lin eschemicalspolicy.org/downloads/GoodGuide-ACalltoAction-TheRoleofRetailers.pdf · Moving Beyon Toward Safer, Le Lin A Call

High Ratings

f P d te of Product 

y Personal Care Producty Personal Care Product

rating ≥ 8 0 rating ≥ 8.0 rating ≤ 4.0

s Drive Conversion

“C P i ” CTR“Compare Prices” CTR

7%7%

10%10%5%

Page 10: Moving Beyond Compliance Safer, Le ss Toxic Product Lin eschemicalspolicy.org/downloads/GoodGuide-ACalltoAction-TheRoleofRetailers.pdf · Moving Beyon Toward Safer, Le Lin A Call

High Ratings 

f P d tpe of Product ewed

g. Product Page

rsonal care product ≥ 8.0rsonal care product ≤ 3.0

Drive Engagemen

TiTime on Page

1:11

0 1:450 1:13

Page 11: Moving Beyond Compliance Safer, Le ss Toxic Product Lin eschemicalspolicy.org/downloads/GoodGuide-ACalltoAction-TheRoleofRetailers.pdf · Moving Beyon Toward Safer, Le Lin A Call
Page 12: Moving Beyond Compliance Safer, Le ss Toxic Product Lin eschemicalspolicy.org/downloads/GoodGuide-ACalltoAction-TheRoleofRetailers.pdf · Moving Beyon Toward Safer, Le Lin A Call
Page 13: Moving Beyond Compliance Safer, Le ss Toxic Product Lin eschemicalspolicy.org/downloads/GoodGuide-ACalltoAction-TheRoleofRetailers.pdf · Moving Beyon Toward Safer, Le Lin A Call

GoodGuideHazardo

ngredients of health concern– It exhibits one or more recognized hea

– It has a relatively high toxic potency fo

It i f tl d t t d i h ti– It is frequently detected in human tiss

Banned ingredients– An indication that ingredients may be 

in the future

Controversial IngredientsControversial Ingredients– Target of consumer watchdog grou

C t f t i tifi d b t– Center of current scientific debate 

Generic Ingredients– Without full disclosure, it is imposs

e Classification of ous Chemicals

alth effects; and/or

or inhalation and ingestion exposures; and

fl idue or fluids

regulated or subject to consumer controv

ps (endocrine disruptors)

( t i l b )(nano‐materials, parabens)

ible to assess the health risks of a prod

Page 14: Moving Beyond Compliance Safer, Le ss Toxic Product Lin eschemicalspolicy.org/downloads/GoodGuide-ACalltoAction-TheRoleofRetailers.pdf · Moving Beyon Toward Safer, Le Lin A Call

ProductIngg

Personal CareBaby CareBaby CareBath, Shower & SoapDeodorants & AntiperspirantsEye & Ear CareFeminine HygieneFoot & Nail CareFoot & Nail CareFragrance & PerfumesHair CareMakeupMakeupMedicine CabinetMen's GroomingOral CareSkin CareSun Care

s with Banned gredientsg

# Products% products with 

ingredients banned in the gEU, Canada or Japan

44,291 13%1 105 6%1,105 6%3,138 14%1,217 6%323 41%442 7%3,535 36%3,535 36%1,250 23%8,030 28%15 320 4%15,320 4%336 9%659 12%1,118 19%6,669 6%1,149 5%

Page 15: Moving Beyond Compliance Safer, Le ss Toxic Product Lin eschemicalspolicy.org/downloads/GoodGuide-ACalltoAction-TheRoleofRetailers.pdf · Moving Beyon Toward Safer, Le Lin A Call

Products wIngg

Personal CareBaby CareB th Sh & SBath, Shower & SoapDeodorants & AntiperspirantsEye & Ear CareyFeminine HygieneFoot & Nail CareF & P fFragrance & PerfumesHair CareMakeuppMedicine CabinetMen's GroomingOral CareOral CareSkin CareSun Care

with Controversial gredientsg# Products

% products with Controversial Ingredientsg

44,291 811,105 473 138 743,138 741,217 91323 6442 383,535 711 250 961,250 968,030 9115,320 92336 35659 851 118 631,118 636,669 671,149 81

Page 16: Moving Beyond Compliance Safer, Le ss Toxic Product Lin eschemicalspolicy.org/downloads/GoodGuide-ACalltoAction-TheRoleofRetailers.pdf · Moving Beyon Toward Safer, Le Lin A Call

Opportunity foOpportunity foestablish itself as t

in transparencsustain

or a retailer toor a retailer to the market leader cy, safety, and nability

Page 17: Moving Beyond Compliance Safer, Le ss Toxic Product Lin eschemicalspolicy.org/downloads/GoodGuide-ACalltoAction-TheRoleofRetailers.pdf · Moving Beyon Toward Safer, Le Lin A Call

Retailer Op

ntegrate sustainability into p

stablish policies and metricp

Talk to your customers aboutTalk to your customers about

Be the trusted information sBe the trusted information s

mprove brand reputation an

portunities

purchasing decisions

s for buyersy

t sustainabilityt sustainability

ource your customers rely oource your customers rely o

nd sales

Page 18: Moving Beyond Compliance Safer, Le ss Toxic Product Lin eschemicalspolicy.org/downloads/GoodGuide-ACalltoAction-TheRoleofRetailers.pdf · Moving Beyon Toward Safer, Le Lin A Call

From Confusi

Age of controlling informa

nformation is coming to y

Transparent conversationsTransparent conversations

Become a trusted retailer products.

Offer a broad mix of prod

Be honest about environmBe honest about environm

Empower your customersor them. 

on to Conversion

ation for customers is ove

your stores.

s are the futures are the future.

of healthy and sustainaby

ucts.

mental and health profilemental and health profile

s to find the best product


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