With the SuperZoo app, retailers will now be able to find companies
that are actively working to make the world a better place.
One Paw One Planet Expands
Through Partnership with WPA
By Karta Elise Hassler
Over the past three years at SuperZoo and Global Pet Expo, you might have noticed giant green paw prints displayed throughout the trade show floor and in the New Product Showcase. The giant green paw floor decals read “One Paw One Planet”
and are a badge of honor for companies that actively measure their sustainable business
performance with a robust third-party assessment.
This year, the One Paw One Planet program is expanding so that exhibitors and
attendees can better connect around shared values for environmental and social respon-
sibility. Through a new partnership with SuperZoo organizer the World Pet Association
(WPA), the SuperZoo app will display One Paw One Planet booths. Retailers will be
able to find companies that are actively working to make the world a better place, while
brands are able to gain visibility for their commitment to doing good.
Sustainable business practices aren’t just good for individual companies—they also
drive innovation for the entire industry and proactively address stakeholder concerns
such as animal welfare standards and fair labor standards.
WHY SHOULD RETAILERS FOLLOW THE GREEN PAWS?
The short and simple answer is that responsible companies and sustainable products are
what consumers are demanding. According to the 2017 Cone Communications Corporate
Social Responsibility (CSR) Study:
• 80 percent of Americans expect companies to address social justice issues.
• 75 percent of Americans expect companies to address environmental issues.
• 65 percent of consumers and 75 percent of millennials will actually
research a company’s claims of benefit and impact.
The Green Paw program is a way for pet companies to actually
measure and visibly improve their impacts over time with the transparency that consumers—and buyers—are increasingly looking for.
Secondarily, though perhaps equally or more important for
many retailers and brands, is that the adoption of sustainable business practices increases employee engagement, leading to the attraction and retention of top talent and improved customer service.
According to the 2016 Cone Communications Employee Engagement
Study, when deciding where to work, nearly 60 percent of potential
employees consider a company’s social and environmental commitments. For millennials, nearly 80 percent take this into consideration.
According to Project ROI, companies with high employee engagement have twice the customer loyalty than companies with average employee engagement levels.
WHY THE ONE PAW ONE PLANET
PROGRAM IS GOOD FOR BRANDS
The “natural” sector of the pet industry has experienced exponential growth in the past five to 10 years, leading to a proliferation of
claims that attract customers to the category. The rigorous assessment behind the One Paw One Planet program helps to create an
industrywide understanding of what sustainability is and how it can
be objectively measured. In addition, through the Pet Sustainability Coalition (PSC), companies can gain access to world-class tools,
resources, inspiring events and project support that can help them
implement sustainable business practices.
practices aren’t just good for
individual companies—they also
drive innovation for the entire
industry and proactively address
stakeholder concerns such as
animal welfare standards and
fair labor standards.”
Pet Product News International SUPERZOO SHOW DAILIES June 28, 2018