Modern Australian
Men's Weekly

.

Coles says these toys promote healthy eating. I say that's rubbish

  • Written by Carla Liuzzo, Sessional Lecturer, School of Business, Queensland University of Technology
Coles says these toys promote healthy eating. I say that's rubbish

As a parent, I find it so frustrating to take my children shopping, reusable bags in hand, only to be offered plastic toys at the checkout. It’s an incredibly confusing message to be sending kids. And it seems Coles is confused too.

Last year the company stated it wants to be “Australia’s most sustainable supermarket”. But with last week’s relaunch of “Stikeez” – yet another plastic collectables range off the back of their Little Shop promotion – Coles is showing dogged commitment to unsustainable marketing.

Stikeez are 24 plastic characters (plus four rare ones) in the shape of fruit and vegetables, aimed at encouraging kids to eat healthy food.

Read more: Why and how retailers turn everyday items into 'must-have' collectables

After petitions against previous plastic “mini” campaigns by Coles and Woolworths, Coles will make the Stikeez characters returnable in store for recycling.

But this misses the point. Coles is generating waste needlessly in the first place. Surely it’s time to move beyond plastic freebies as a way of boosting sales?

Coles says these toys promote healthy eating. I say that's rubbish Coles sent almost 100,000 tonnes of waste to landfill in 2019. Shutterstock

Irresponsible marketing

We have a waste problem in this country. Australians are the third highest producers of waste per person, after the US and Canada. Some councils are having to stockpile plastic, there’s a federal plan to phase out exporting waste overseas and we have high rates of contamination of recyclables.

And Coles, one of Australia’s supermarket giants, sent almost 100,000 tonnes of waste to landfill in 2019. That’s 274 tonnes per day.

Read more: Stop shaming and start empowering: advertisers must rethink their plastic waste message

But after their Little Shop collection provoked a consumer backlash, Coles took steps to reduce waste generated from their latest campaign. Stikeez wrapping contains partially recycled content, and Coles is providing in-store collection points where Stikeez can be returned and repurposed into shoe soles, in partnership with Save Our Soles.

Certainly this is preferable to throwing the items into the rubbish, but repurposing the plastic is not without environmental cost. Fuel is required to transport the waste and the process of repurposing plastic uses energy.

What’s more, asking shoppers to bring back their Stikeez puts the onus on consumers, rather than the company, to dispose of the items responsibly. And as we’ve seen by the low rates of recycling of soft plastics on a national level – recycling soft plastics is also offered in store – it’s far more convenient to throw items in the bin.

Coles says these toys promote healthy eating. I say that's rubbish Coles haven’t publicised data about how many collectables they will produce. Alpha/Flickr, CC BY-NC

Coles is also missing the point of the consumer backlash. When a company already generates huge quantities of waste in its core business and says it wants to be Australia’s most sustainable supermarket, it cannot generate additional waste on plastic marketing.

Boosting the bottom line

Last year Coles’ Little Shop put many parents offside. But Coles earned around A$200 million in extra revenue as a result of the original promotion.

Coles reported an increase in the first quarter of 2019 in sales of 5% and gained a competitive advantage over rival Woolworths, which managed only 1.5% in the same period. Obviously the bump in sales was too hard for Coles to resist.

It’s difficult to get an accurate figure on what waste this latest Stikeez campaign will generate. Coles haven’t publicised data about how many collectables they will produce. And waste contractors to Coles haven’t revealed how many collectables ended up in landfill last year, though there have been reports of Little Shop items ending up on beaches in Bali.

Last year, Coles said 94% of Little Shop collectables were either kept or given to family or friends. But University of Tasmania marketing expert Louise Grimmer discredited this data, saying it was not based on any meaningful longitudinal research that would allow such claims.

Stikeez undermines Coles’ sustainability efforts

If organisations produce plastic for marketing purposes, it’s difficult to see how we can achieve plastic recycling rates of 70% by 2025. This target – set by federal and state governments and which Coles has signed on to meet – also stipulates the removal of “problematic and unnecessary” single use plastic packaging.

Coles says these toys promote healthy eating. I say that's rubbish Coles’ Little Shop promotion faced petitions from people concerned about the plastic waste it generated. Shutterstock

Federal Assistant Minister for Waste, Trevor Evans, said finding a sustainable way to manage plastics was a major challenge and requires a coordinated effort. As a powerful household brand, Coles must unequivocally be part of this effort.

Read more: How recycling is actually sorted, and why Australia is quite bad at it

Coles’ environmental policy says it’s “committed to doing business in an environmentally responsible manner”. But plastic freebies fly in the face of this policy.

Better waste regulation

Voluntary initiatives for companies to reduce packaging and plastic waste, which Coles have signed on to, have not produced meaningful results.

Currently only one-third of all plastic packaging in Australia is recycled.

Overseas countries have moved away from voluntary frameworks to more structured and enforceable regulations to reduce plastic production and waste. In fact, Europe voted to ban single use plastics last year.

As long as Australia lags on waste regulation, organisations such as Coles will continue to contravene their own environmental policies.

The Conversation contacted Coles for comment. Its response is as follows:

Customers have told us that they use Stikeez as a fun tool to encourage kids to eat more types of fresh foods. The collectibles form part of the Coles Fresh 5 Challenge which encourages kids to eat all the Five Food Groups daily. We made changes to the Stikeez campaign this year to ensure it’s more environmentally sustainable.

Stikeez collectibles, including those customers have from last year, can now be recycled at all Coles supermarkets. We have partnered with Australian recycling group Save our Soles so that Stikeez can be recycled through the same process that is used to recycle footwear in Australia since 2010 to create useful products like anti-fatigue mats, gym matting, retail flooring and carpet underlay.

Authors: Carla Liuzzo, Sessional Lecturer, School of Business, Queensland University of Technology

Read more https://theconversation.com/coles-says-these-toys-promote-healthy-eating-i-say-thats-rubbish-131667

Refurbished iPads Are Better Than New Ones (Here's Why)

Image by rawpixel.com on Freepik Apple's refurbished iPad program has quietly become one of the best deals in tech. While everyone obsesses over the ...

Your Guide to Finding the Right GP: What Perth City Doctors Offer Today

Choosing a General Practitioner (GP) is one of the most important health decisions you’ll make. Luckily, Perth’s vibrant CBD now hosts a new ge...

Why Every Mining Operation Needs a Robust Safety Management System

Mining is one of the backbones of the Australian economy, particularly in Western Australia. Back in 2019-20, mining contributed 10.4% of Australia...

Australian Classic Literature Enjoys Resurgence

Welcome back to the good old days of storytelling! As the modern world becomes increasingly more demanding, returning to childhood favourites offers...

Building a Governance Model for Headless Content Management at Scale

Image by pch.vector on Freepik There's never been a better time to implement a headless content management system (CMS) to gain the flexibility and ...

Understanding Trade Insurance: Essential Protection for Businesses

Image by Drazen Zigic on Freepik In the current economic environment, trade insurance is an important element for companies trading both locally an...

Choosing the Right Timber for External Cladding

Timber cladding is one of those finishes that pulls double duty: it makes a building look warm and welcoming, and it quietly shields the frame from ...

Top Services Offered by Diesel Mechanics in Brisbane

Keeping a diesel vehicle running at its best takes more than the occasional oil change. When you invest in regular specialist care, you protect the ...

Top 5 Benefits of Hiring Professional House Removalists

Moving day should feel like the start of a new adventure, not the end of your patience. Yet once the settlement papers are signed and the champagne ...

Navigating the Digital Landscape: Managed IT Solutions and IT Services in Townsville

As technology advances at an unprecedented pace, companies must adapt to embrace the transformation ahead. With an evolving technology landscape, mana...

Types of Catering You Should Consider for Your Next Event

Choosing the right type of catering service can elevate your event from ordinary to unforgettable. Whether it’s an elegant wedding, corporate func...

Understanding the Benefits of Split System Installation for Your Home

Climate control is essential to maintaining comfort in your home, especially during the extreme temperatures that many regions face. Whether you’r...

Best Aluminium Window Sliding Designs for Natural Light and Airflow

Bringing natural light and airflow into a space is one of the most efficient ways to create a healthy and comfortable home. In Sydney and across Aus...

Maximising Operational Efficiency: Electric Winch Hire Australia and Hydraulic Power Pack Hire Solutions

Image by jcomp on Freepik From urban construction sites and remote mining operations to coastal maritime facilities, specialised equipment solutio...

Navigating the System: Your Guide to Support Finding Work with a Disability Around Melbourne

Image by freepik Finding the right job can be a challenge for anyone, but it can feel particularly daunting when you're also navigating life with a ...

Say Goodbye to Draughts and Hello to Savings: Your Guide to Perth Window Replacement

Image by prostooleh on Freepik Are your windows looking worse for wear? Are you paying a hefty power bill due to sneaky draughts and poor insulation...

How to Choose the Right Horse Trailer for Your Riding Needs

Many horse owners travel long distances for riding lessons, competitions, or to move horses between properties. Having a safe and reliable trailer i...

Sydney Turf Installer for Instant Green Lawns and Long-Term Performance

Having a green lawn at home makes everything look better. Whether it’s the front yard, backyard, or a small patch beside the driveway, people in S...