Exterior of Selfridges' London flagship
British retailer Selfridges is doing its part to save the world with a new initiative that will ban the use of plastic water bottles storewide.
As an environmentally friendly alternative, Selfridges is encouraging consumers to bring their own water bottles from home and fill them at the new drinking fountain in the department store’s food hall. Many luxury brands are increasingly devoting energy to initiatives that aim to make the world a better place in an effort to give back and emotionally connect with consumers.
Plastic prohibition
Selfridges’ new initiative is the result of a long-term partnership with the Zoological Society of London and the Marine Reserves Coalition. The goal of the project is to reduce plastic waste in the ocean and encourage consumers to use less plastic bottles.
Additionally, the decision to ban water bottles will draw consumers’ attention to the issue of ocean conservation. Many other luxury brands such as Kenzo and La Mer have devoted energy to this cause.
This new initiative is one of many that Selfridges has enacted in its attempt to reduce ocean pollution. The British department store is currently attempting the biggest multichannel campaign in its history comprising mobile, print, digital and out-of-home ads focusing on bringing customers in-store to educate them about overfishing and saving the oceans through Project Ocean.
The retailer began its green efforts many years ago and is starting its biggest campaign through Project Ocean. Selfridges is making a platform for more than 20 environmental groups to spread environmental awareness (see story).
Banning water bottles throughout the store furthers Selfridges’ commitment to this admirable cause.