Packaging that was designed to stand out in the retail environment is oversized and unsustainable for a changing world.
While the common adage is that money can’t buy happiness, others have suggested that if your money isn’t buying you happiness, then you are spending it in the wrong way.
Successful communication at retail is about inspiring response. Whether via the sale of a product/service, or the engagement & shared advocacy for a corporation’s CSR efforts. Retail delivers a level of storytelling that is immersive, multi-sensorial, and experiential.
‘How can KFC be a responsible business when you are fuelling child obesity?’ The chicken business responds
As the UK and Ireland arm of the fast food business releases its very first CSR update, Tom Idle puts KFC’s head of CSR Ian Hagg through his paces.
Retailers need to enrich the community, not degrade or overpower their identity. Retail that is thoughtfully managed and conscientiously integrated into the social ecosystem can become an enduring source of local pride.
A retailer’s social sense of purpose and responsibility to a local community should go far beyond a branded cause or local philanthropy. There should be a different philosophy and mindset all together regarding the role and purpose of retail within a community.