{"id":3017,"date":"2022-05-25T09:37:23","date_gmt":"2022-05-25T07:37:23","guid":{"rendered":"https:\/\/www.agenturagate.cz\/?p=3017"},"modified":"2022-07-15T15:38:37","modified_gmt":"2022-07-15T13:38:37","slug":"udrzitelnost-v-retailu-trend-nebo-nutnost","status":"publish","type":"post","link":"https:\/\/www.agenturagate.cz\/sk\/retail\/udrzitelnost-v-retailu-trend-nebo-nutnost\/","title":{"rendered":"UDR\u017dITELNOST V RETAILU: TREND, NEBO NUTNOST?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Uspokojen\u00ed pot\u0159eb bez zat\u00ed\u017een\u00ed budouc\u00edch generac\u00ed je velk\u00e9 t\u00e9ma sou\u010dasnosti. T\u00fdk\u00e1 se i n\u00e1s? M\u016f\u017eeme k&nbsp;udr\u017eitelnosti p\u0159isp\u011bt sv\u00fdm d\u00edlem i my v maloobchod\u011b?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ano, m\u016f\u017eeme \u2013 a m\u00e1me k&nbsp;tomu velk\u00fd d\u016fvod: udr\u017eitelnost toti\u017e \u0159e\u0161\u00ed i na\u0161i z\u00e1kazn\u00edci. St\u00e1le v\u00edce spot\u0159ebitel\u016f si uv\u011bdomuje, \u017ee jejich \u017eivotn\u00ed styl ovliv\u0148uje planetu. A p\u0159esto\u017ee se v\u011bt\u0161ina do problematiky udr\u017eitelnosti nijak aktivn\u011b nezapojuje, r\u00e1di u\u010din\u00ed \u201ezelenou volbu\u201c, pokud jim to maloobchodn\u00edci umo\u017en\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Inspirac\u00ed pro udr\u017eitelnost n\u00e1m mohou b\u00fdt velk\u00e9 spole\u010dnosti, nap\u0159\u00edklad farmaceutick\u00fd gigant Johnson &amp; Johnson se rozhodl z\u00edsk\u00e1vat 35 % sv\u00fdch energetick\u00fdch pot\u0159eb z obnoviteln\u00fdch zdroj\u016f (1), Starbucks realizuje koncept k\u00e1vy jako v\u016fbec prvn\u00ed udr\u017eiteln\u011b z\u00edsk\u00e1van\u00e9 zem\u011bd\u011blsk\u00e9 plodiny na sv\u011bt\u011b, vytv\u00e1\u0159\u00ed celosv\u011btovou s\u00ed\u0165 farm\u00e1\u0159\u016f a do roku 2025 pl\u00e1nuje vysadit 100 milion\u016f strom\u016f (2). Nadn\u00e1rodn\u00ed korporace iniciovaly Corporate Social Responsibility (CSR) \u2013 samoregula\u010dn\u00ed obchodn\u00ed model pro sn\u00ed\u017een\u00ed negativn\u00edch dopad\u016f na \u017eivotn\u00ed prost\u0159ed\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cesta k udr\u017eiteln\u00e9mu maloobchodu ve 4 kroc\u00edch tedy m\u016f\u017ee vypadat takto:<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>1. Zam\u011b\u0159te se na energetick\u00e9 \u00faspory<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Preferujte spot\u0159ebi\u010de, digit\u00e1ln\u00ed nosi\u010de, osv\u011btlen\u00ed a dal\u0161\u00ed vybaven\u00ed, kter\u00e9 \u0161et\u0159\u00ed energii. Polo\u017ete si ot\u00e1zku, kde by bylo mo\u017en\u00e9 sn\u00ed\u017eit spot\u0159ebu materi\u00e1l\u016f, co recyklovat, jak l\u00e9pe nalo\u017eit s&nbsp;odpadem.<\/p>\n\n\n\n<div style=\"height:7px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>2. P\u0159ejd\u011bte na udr\u017eiteln\u00e9 alternativy balen\u00ed<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Ekologick\u00e9 obaly jsou viditeln\u00fdm, velmi d\u016fv\u011bryhodn\u00fdm d\u016fkazem, \u017ee to s&nbsp;udr\u017eitelnost\u00ed mysl\u00edte v\u00e1\u017en\u011b.&nbsp; Podle pr\u016fzkum\u016f agentury Coleman Parkes Research by 92 % spot\u0159ebitel\u016f up\u0159ednost\u0148ovalo pap\u00edrov\u00e9 obaly p\u0159ed plastov\u00fdmi (3). Proto, je-li to jen trochu mo\u017en\u00e9, pou\u017e\u00edvejte obaly z obnoviteln\u00fdch surovin, kter\u00e9 zanech\u00e1vaj\u00ed nulovou \u010di minim\u00e1ln\u00ed ekologickou stopu.<\/p>\n\n\n\n<div style=\"height:7px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>3. Posilujte v\u011bdom\u00ed z\u00e1kazn\u00edka, \u017ee je v&nbsp;dobr\u00e9 spole\u010dnosti a d\u011bl\u00e1 dobrou v\u011bc<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Va\u0161e kultivace n\u00e1kupn\u00edch zvyklost\u00ed v&nbsp;m\u00edst\u011b prodeje upevn\u00ed loajalitu z\u00e1kazn\u00edk\u016f a velmi pravd\u011bpodobn\u011b bude m\u00edt p\u0159\u00edzniv\u00fd efekt i na jejich ka\u017edodenn\u00ed n\u00e1vyky mimo obchod.<\/p>\n\n\n\n<div style=\"height:7px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>4. Prom\u00edtn\u011bte udr\u017eitelnost do p\u0159\u00edb\u011bhu va\u0161\u00ed zna\u010dky<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Jak se planet\u011b Zemi uleh\u010d\u00ed podporou a n\u00e1kupem pr\u00e1v\u011b va\u0161ich produkt\u016f? Nen\u00e1siln\u00e1, kreativn\u011b zpracovan\u00e1 komunikace bude pro uv\u011bdom\u011bl\u00e9ho spot\u0159ebitele sign\u00e1lem, \u017ee pr\u00e1v\u011b v\u00e1\u0161 v\u00fdrobek pat\u0159\u00ed do jeho n\u00e1kupn\u00edho voz\u00edku.<\/p>\n\n\n\n<div style=\"height:7px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Tlak na udr\u017eitelnost je trendem v\u0161ech oblast\u00ed podnik\u00e1n\u00ed a po\u010d\u00edtejme s&nbsp;t\u00edm, \u017ee i v&nbsp;retailu bude s\u00edlit. Pouze p\u0159edst\u00edrat ekologick\u00e9 uv\u011bdom\u011bn\u00ed (a ve skute\u010dnosti nic ned\u011blat) se dlouhodob\u011b nevyplat\u00ed, nav\u00edc je to neetick\u00e9. \u010c\u00edm re\u00e1ln\u011bj\u0161\u00ed d\u016fkazy spot\u0159ebitel\u016fm p\u0159edlo\u017e\u00edte, t\u00edm l\u00e9pe pro v\u00e1\u0161 byznys. A mo\u017en\u00e1 se t\u00edmto p\u0159\u00edstupem i chyt\u0159e odli\u0161\u00edte od konkurence.<\/p>\n\n\n\n<div style=\"height:38px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div class=\"wp-block-group is-vertical is-layout-flex wp-container-core-group-is-layout-4fc3f8e1 wp-block-group-is-layout-flex\">\n<p class=\"wp-block-paragraph\" style=\"font-size:15px\"><em>(1) &#8211; <a href=\"https:\/\/www.jnj.com\/caring-and-giving\/4-ways-johnson-and-johnson-is-exceeding-citizenship-and-sustainability-goals\" data-type=\"URL\" data-id=\"https:\/\/www.jnj.com\/caring-and-giving\/4-ways-johnson-and-johnson-is-exceeding-citizenship-and-sustainability-goals\" target=\"_blank\" rel=\"noreferrer noopener\">jnj.com<\/a><br>(2) &#8211; <a href=\"https:\/\/stories.starbucks.com\/uploads\/2021\/04\/Starbucks-2020-Global-Environmental-and-Social-Impact-Report.pdf\" data-type=\"URL\" data-id=\"https:\/\/stories.starbucks.com\/uploads\/2021\/04\/Starbucks-2020-Global-Environmental-and-Social-Impact-Report.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">stories.starbucks.com<\/a> <br>(3) &#8211; <a href=\"https:\/\/www.edie.net\/in-numbers-the-growing-consumer-demand-for-sustainable-packaging\/\" data-type=\"URL\" data-id=\"https:\/\/www.edie.net\/in-numbers-the-growing-consumer-demand-for-sustainable-packaging\/\" target=\"_blank\" rel=\"noreferrer noopener\">edie.net<\/a><\/em><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Uspokojen\u00ed pot\u0159eb bez zat\u00ed\u017een\u00ed budouc\u00edch generac\u00ed je velk\u00e9 t\u00e9ma sou\u010dasnosti. T\u00fdk\u00e1 se i n\u00e1s? M\u016f\u017eeme k udr\u017eitelnosti p\u0159isp\u011bt sv\u00fdm d\u00edlem i my v maloobchod\u011b?<\/p>\n","protected":false},"author":3,"featured_media":3013,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"off","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[17,23],"tags":[69,72,73,71,51,64,74,70,68,75],"class_list":["post-3017","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-retail","category-uncategorized-sk","tag-csr","tag-csr-sk","tag-eco-sk","tag-eco","tag-green-marketing","tag-green-marketing-sk","tag-sustainability-sk","tag-sustainability","tag-udrzitelnost-v-retailu","tag-udrzitelnost-v-retailu-sk"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.agenturagate.cz\/sk\/wp-json\/wp\/v2\/posts\/3017","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.agenturagate.cz\/sk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.agenturagate.cz\/sk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.agenturagate.cz\/sk\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.agenturagate.cz\/sk\/wp-json\/wp\/v2\/comments?post=3017"}],"version-history":[{"count":2,"href":"https:\/\/www.agenturagate.cz\/sk\/wp-json\/wp\/v2\/posts\/3017\/revisions"}],"predecessor-version":[{"id":3038,"href":"https:\/\/www.agenturagate.cz\/sk\/wp-json\/wp\/v2\/posts\/3017\/revisions\/3038"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.agenturagate.cz\/sk\/wp-json\/wp\/v2\/media\/3013"}],"wp:attachment":[{"href":"https:\/\/www.agenturagate.cz\/sk\/wp-json\/wp\/v2\/media?parent=3017"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.agenturagate.cz\/sk\/wp-json\/wp\/v2\/categories?post=3017"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.agenturagate.cz\/sk\/wp-json\/wp\/v2\/tags?post=3017"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}