China-based ecommerce platform JD.com and Unilever have signed a memorandum of understanding that will see the businesses drive joint sustainability initiatives across a smart, digital and flexible supply chain via JD Logistics. The co-operation will see efforts to digitize and modernize the joint retailer-supplier ecosystem, reduce plastic waste, promote recycling, cut carbon emissions and drive speed in logistics.
In the face of growing consumer expectations on businesses to take responsibility for green supply chains, brands have an opportunity to drive strategic partnerships with retailers alongside their own initiatives. For example, Tesco and Carrefour support the Loop collaborative initiative, working with suppliers that feature reusable packaging.
Engagement in sustainability initiatives can help brands win visibility in-store and on-line as they support retailer efforts to sharpen curation and position themselves as responsible enterprises. Collaborative initiatives should also be a way to build long-term strategic relationships and accelerate sustainable programs as incumbent brands compete with disruptors.
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