After Earth Day, CPG Brands need to focus on sustainability related data
by Ayo Oshinaike
On Earth Day, Salesforce and Accenture hosted a discussion on sustainability as the new “digital”, a corporate imperative for companies. Sunil Rao, Salesforce’s VP & GM of Consumer Goods, mentioned how Foodspace’s role in data sharing and transparency between brand manufacturers and retailers is key for relaying sustainability related data on the digital shelf. You can catch the full webinar, here. While consumer demand for sustainable products has been on the rise for the last few years, COVID-19 has shifted shopper values, expectations, and habits.
In the first few months of the pandemic, we saw a drastic decrease in CO2 emissions and wildlife emerging onto previously crowded waters and streets. Spending time at home opened our eyes to the energy, consumption, and impact we as individuals and a collective have on our environment.
Our temporary shifts towards hyper-local will continue to have tangential effects on the way we view our food, where it comes from, and the packaging it comes in. Plus, with 42% of Americans saying they purchase sustainably marketed products to minimize negative environmental impacts, how can you ensure that they can continue to find them on the digital shelf?
The answer always lies in “more data”, and today’s omnichannel shopper certainly needs more of it. Nutrition and ingredient information is the baseline, but shopper’s want transparency into the product’s entire story. With a lens on sustainability, shoppers will want to identify sustainable packaging types and how the brand is approaching social and environmental issues. A CBA survey shows that 59% of Americans want to see a mix of packaging alternatives, and recyclable packaging is twice as important to Gen Z as it is to Millennials.
So while Earth Day was last week, brands should take stock of how their product data is allowing consumers to find them on the digital shelf. Whether or not you feel confident (or complacent) in your process of getting product data online, 73% of Americans support sharing information digitally that cannot fit on a label. That’s probably the strongest signal that brands need to provide retail platforms with rich attributes that communicate every dimension of a product, from it’s flavor profile, to country of origin, and even if it’s recyclable. Product data is the baseline for ensuring products show up everywhere they should.
Foodspace uses Machine Learning and Vision AI to digitize package label information into meaningful attributes. Brand teams no longer need to spend time manually entering product data into retail item setup forms, or guess which attributes are important for discovery. Foodspace offers the easiest way to get product data to the digital shelf.
You can try out our fast grocery scanning for FREE here.
I also can’t end this without mentioning our podcast we recently launched. Here’s a special “Learn With Us” episode we recorded for Earth Day with a focus on Food Waste.
TLDR; Earth Day was last week, but omnichannel shoppers will continue to look for ways to quickly identify products that are sustainable. Product data will be crucial in communicating this on the digital shelf.
About the Author
Ayo Oshinaike (he/him) is the CEO and co-founder of Foodspace Technology.
Connect with Ayo on LinkedIn.
Foodspace is a computer vision technology company that delivers solutions for the Grocery and CPG industry. eCommerce teams can simply drag and drop their product images into Foodspace, and within seconds their vision AI attributes and maps digital data to complete any and all retail specific fields. With #JustGoodData, Foodspace saves eCommerce teams time, gives them control of their product data, and provides peace of mind that their products are winning on the digital shelf.
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