Can we even use those words in the same sentence? In my first display job, I worked with a veteran designer who used to joke about “making trash." His point was that the products we make will eventually end up in the trash and that we shouldn't take the job pressure too seriously. We made “major makeup” displays (the plastic fabricated makeup and fragrance displays used in department stores). We created some beautiful counter-top displays that lasted years, but the comment really stuck with me.
Sustainability is a term thrown around everywhere, but what does it mean? If you search with Google, you’ll literally get over a billion results. We know interest in learning about sustainability is strong.
If you are on this page, you are probably thinking about POP displays. Before you hire a consultant, commission a sustainability impact statement, or get rated by an independent agency, let’s talk about what sustainable displays can mean for your business.
The US EPA defines sustainable manufacturing as “the creation of manufactured products through economically sound processes that minimize negative environmental impacts while conserving energy and natural resources."
Our approach is to create the maximum effect with minimal resources. There are cost savings, time savings, and ecological benefits to such a simple sustainability strategy.
We want to make it easy for you. I’ve outlined these steps to help you focus on the economic and environmental dimensions of sustainability for POP displays.
7 Steps To Make Displays More Sustainable:
1-Start With Your Creative Strategy
Every project starts with some kind of creative brief. Sometimes those briefs are sophisticated multi-page documents; other times it’s a quick conversation that can be summarized on a post-it note. In any case, you should be capturing some business objectives for the project. Let’s assume one of those objectives is cost. You will also have others. Put them in your brief.
Low-cost and efficient manufacturing requires you to think about the waste factor of materials. How those materials are sourced, fabricated, shipped, used, and disposed of also affects cost.
Embrace designs that can be constructed efficiently. You should be considering the product lifecycle and the health of shoppers, plant workers, and retail associates.
Human health concerns include making displays stable so that they don’t fall over on shoppers; eliminating sharp corners; and other hazards. No one should be hurt making, setting up, or using a display.
At Display Catalyst, we try to steer decisions early in our development process to create better outcomes. Incorporate this thinking into the design brief as part of your definition of success. Elegant problem solving uses simple and cost-effective approaches.
2-Material Selection
Picking the right materials will help make your display long-lasting and align with your sustainability goals. Stick to materials that come from renewable and recycled sources and that can be recycled themselves. The big four you should consider are: steel, wood, paper, and plastic.
Steel is one of the most sustainable building materials we use. It is environmentally conscious because, once made, it can be recycled and used forever. Whether it’s sheet, tube, or wire, it is light, durable, and can be transformed into any shape. Steel is the most recycled material in the world. More steel is recycled each year than aluminum, paper, glass, and plastic combined. Learn more at: https://www.steel.org/sustainability/
Wood is both a sustainable and a renewable resource. When proper forest management and harvesting practices are followed, wood will be available indefinitely. It is suitable for a broad range of applications and can be readily sourced and processed. You will most likely find engineered wood materials like MDF and hardboard used in display production. Learn more at: https://forests.org/
Paper is another one of the most universally recycled products on the planet. It’s not perfect (no material is), but the industry-quoted rate for recycling corrugated is over 90%. In fact, nearly half of all US recycled paper goes into making containerboard (the medium for corrugated board). Learn more at: https://www.afandpa.org/
Plastics are extremely manufacturable. All plastics are technically recyclable, but the reality is limited to local collection. PET (1) and HDPE (2) are the most commonly recycled plastics; others labeled (3) to (7) may or may not be accepted. In the display and exhibit industry, PVC (3), PET (1), Styrene (6), and Acrylic (7) are commonly used. My personal preference would favor PET over acrylic and styrene over PVC. Be sure to label them appropriately and make these parts removable for disposal. Acrylics and polycarbonates are least likely to be accepted for recycling; use them sparingly and consider your business case.
Be aware that there is a growing selection of renewable materials (cotton, bamboo, compostable plastic, etc.), but they often come at a premium price and may not be economically viable. Remember, simple is better!
3-Use Responsible Suppliers
I know you are interested in reducing costs and waste. Work with suppliers who think the same way. This mindset directly increases efficiency, protects the environment, and makes your budget go further. Suppliers who invest in new equipment and energy savings measures are often the ones who also invest in improving water quality and working conditions. Inquire with your suppliers about their efforts to reduce energy consumption, manage carbon emissions, prevent pollution, and implement innovative initiatives.Make sure their sustainability strategies align with your own; one size doesn’t fit all.
At Display Catalyst, we not only design and source with these strategies in mind, we also make use of them internally. Our offices are home-based, with a remote workforce, which eliminates commuting and work expenses while also improving work/life balance. We utilize energy-efficient lighting, reuse and refit fixtures and furniture whenever possible, and keep all of our work in the cloud. It may seem small, but it’s an intentional part of our overall philosophy.
4-Pack-Out And Shipping
Your packaging supplier will have a designer who will propose the right solution. You must provide the strategy as well as the success criteria. Do you want to save shipping costs (think fuel) at the possible expense of assembly labor, or do you want to save setup time at the potential expense of shipping costs? Here are some options to think about:
Shipping fully assembled:
Advantages
- Fully set-up implies better compliance for installation
- Usually save time and money by sending labor to the manufacturer rather than the retail associates
- Note: You will always have some store-level assembly, even if it’s just loading product.
Disadvantages
- Empty displays have a lot of empty space. This translates to larger cartons, fewer units per truck, and higher transportation costs.
Partially set up:
Advantages
- Ships smaller for better truck load quantities; uses less packaging than fully set up displays.
Disadvantages
- Some in-store setup is required.
Shipping fully KDF (Knock Down Flat):
Advantages
- typically the least expensive packaging
Disadvantages
- More setup labor is required, and some packages may be prone to damage.
5-Store Assembly And Set Up
Who is going to set up your display? This is as important as how complicated the process is and how long it takes. As the old saying goes, "time is money!"
Assembly details really matter. Using tools usually implies a slower and more complicated procedure. If a screwdriver is needed, add it to the package! Use clear, pictorial instructions.
Get your team involved in the process before they have to be on the floor surrounded by shoppers, boxes, and confusing instructions. They will have some insight into how to improve the process; leverage this experience. I have seen displays thrown away rather than set up because the associate said “it will take too long."
6-Selected Use Of Lighting And Technology
Video and lighting can really enhance a shopper's experience, but be aware of the added costs and pitfalls. Do you have a support plan to replace batteries or memory cards? If your permanent display uses AC power, are you using energy-saving components? Be sure to do the analysis to know how much power you will consume.
Above all, make sure the components can be separated for service and recycling!
7-End Of Life
Properly disposing of outdated displays is crucial. Remember the “3-Rs”: repair, reuse, and recycle, the key attributes of sustainable design and the circular economy.
Repair: Design your permanent and semi-permanent displays so they have replaceable parts. Damage can happen in the store; make sure repairs can happen when the need arises.
Reuse: Permanent and semi-permanent displays are meant to be refilled. Every product turn makes for a more efficient and sustainable display. Graphic refresh kits can make your display useful for more seasons. When the display period is over, encourage retailers to reuse it for something else.
Recycle: Most importantly, plan for recycling. A single-material display can be the easiest to recycle, but use assembly and fastening strategies to allow dismantling of multi-material displays. By separating the different materials, retailers can properly dispose of outdated displays.
In Summary:
Sustainability is a popular term, but it means different things to different people. Use your business objectives to define what it means to you.
The POP display industry is a long way from implementing a “circular economy," but using some of these tips can foster sustainability in your projects. Sustainability should allow you to reap the rewards of lower costs, maximized results, and a lower impact on the planet.
Let me know how I can help you sustainably build your next retail display project.
