AUSTRALIA. Heinemann Australia has hailed the impact of its ‘Future Friendly’ concept built around sustainable products at Sydney Airport, in advance of Earth Day on 22 April.
The Future Friendly concept was introduced as part of an upgrade of the Heinemann Sydney Airport Terminal 1 environment earlier this year, as we reported on location.
Walking the store (see video below), The Moodie Davitt Report Founder & Chairman Martin Moodie described Future Friendly as “one of the talking points” of the new T1 environment.
Click above for our walk through of the new Heinemann Sydney T1 arena, including a visit to the Future Friendly activation
Future Friendly aims to highlight brands and products that integrate sustainable and responsible practices in their production, and raise awareness among travellers of more sustainable product options.
The Future Friendly programme, first launched in 2021, features products that fulfil clear, stringent criteria: suppliers must comply with Heinemann’s Code of Ethics in their business practices, and the products themselves must have two of the following five attributes:
- Certified organic
- Vegan and cruelty-free
- Certified fair manufacturing practices
- Significant recycled material
- Plastic-free
The Future Friendly range at Heinemann Australia currently includes products from a mix of global and local brands such as L’Occitane, Calvin Klein, Ralph Lauren, T2 and Le Specs. To further educate shoppers and provide transparent rationales for each product’s inclusion, information cards are available next to each product explaining its sustainability credentials.
The marketing activation occupies one of three pop-up spaces in the new airside Sydney T1 store for maximum visibility and to drive footfall to the assortment.
Heinemann noted that point-of-sale materials were “thoughtfully curated to embody the same values as the product range itself”. The display materials are made from recyclable and reusable cardboard, which will be reused for a second run of the activation in Q3 2023. The activation also incorporates live rather than artificial plants into the promotion.
“We are proud of the first steps we have taken towards a more responsible product assortment, putting ambitious and transparent criteria at the heart of our approach,” said Heinemann Australia Managing Director George Tsoukalas. “We would like to thank our participating brand partners for their collaboration on this activation, and look forward to taking onboard the insights and lessons we will gather during this pilot programme to constantly build upon our offering and customer outreach.”
The pop-up, which runs until the end of April 2023, will return later in the year with an expanded product selection. ✈