The But brand announces the large-scale launch of its “Let’s Live Better” environmental display. Directly inspired by Nutri-Score in the food sector, it will be deployed in more than 340 of the brand’s points of sale.
Allowing each consumer to visualize, at a glance, the environmental impact of their sofa or bed: this is the challenge set by the home equipment specialist But, with, online in focus, its ambition to reduce its carbon footprint by 42% by 2030.
The brand has thus opted for a simple benchmark, already well known by all French consumers: a rating which extends from A to D assigned and displayed on the products displayed in stores.
A display inspired by the Nutri-Score
It will be the transcription of the score out of 10 of the product scrutinized by an evaluation grid specifically developed by the company: “A” equivalent to a score between 8 and 10, “B” between 6 and 8, “C” between 3 and 5, and “D” between 0 and 2.”A product is considered eco-designed when it achieves an environmental performance greater than 6″specifies But in a press release. It is the latter who are the first to benefit from the specific display installed a few days ago in points of sale.
The evaluation grid takes into account the materials used in the composition of the product, the processes necessary for its manufacture, its mode of transport and the sustainability of the design. This methodology has already been applied to more than 5,000 products and validated by the Eco-design and life cycle management center, national center on eco-design recognized by ADEME, the Ministry of the Environment, AFNOR, ISO and UN Environment.
Anticipation of European regulations
This approach – developed in collaboration with the specialized agency THINK+ – aims to establish more transparency and encourage the French to consume more responsibly. “By making information accessible and promoting the most virtuous products, we encourage the entire value chain to adapt to new environmental requirements and meet the growing expectations of consumers. We are thus continuing our commitment to sustainable practices. “more responsible and sustainable purchasing, an approach that could well become a new standard for the entire sector.”indicates Anne-Laure Feldkircher, general director of BUT, in a press release.
By deploying this scoring to the general public, the brand is also getting a head start on the entry into force of a certain number of national and European regulations such as the AGEC Law (Anti-Waste for a Circular Economy) which should notably make environmental display compulsory in stores from 2027.
Source: www.e-marketing.fr
