It is no secret that consumer attitudes and behaviours toward environmental sustainability have shifted dramatically in recent times. In fact, consumer research studies* demonstrate that 61% of people want more information to help make better sustainable choices, and 84% say sustainability is important when making purchase decisions. (*IMB Institute for Business Value & National Federation Consumer Research Study, 2020, 28 countries, n=18,980). At a time where sustainability claims and information are being made in marketing materials, on packaging and online, it is easy to become inundated by complex messaging and confusing claims.
To find out more, please visit AFA Sustainable Choice
It has never been more important for businesses to demonstrate tangible action and accountability through transparent and accessible communication. The Australian Furniture Association (AFA) has as of today become a Foundation Member of Sustainable Choice. Sustainable Choice is a new digital platform where brands and businesses can clearly report their sustainability and ESG credentials by publishing tangible actions, measurable impact, and verifiable accreditations. ‘Sustainable Choice is designed to house the sustainability credentials of reputable brands Australians use every day,’ says Founder and CEO Kiarne Treacy. ‘We are here to help simplify ESG communications. Our platform allows businesses to transparently publish their sustainability roadmap, the actions they are taking to reduce their environmental impact and the traceability of products and materials.’
A mutually beneficial partnership
The Australian Furniture Association (AFA) supports third-party certification and product stewardship, ensuring that all furniture and furnishing products have an appropriate chain-of-custody or material passport claim through its supply chain. Through strong relationships with consumer and advocacy groups, the AFA aims to ensure that all finished furniture and furnishing products by its members are environmentally sustainable, safe and compliant. Partnering with the Australian Furniture Association makes perfect sense for Sustainable Choice because it is important to highlight the end-to-end traceability of a brand’s product or service across the entire production lifecycle, in a way that is clear and easy to understand. Starting from how and where their materials are sourced, what ingredients are used, details on their distribution, and how to reuse, recycle, or thoughtfully dispose of products at the end of their use. ‘Sustainability is not a buzz word – it is the business of securing the planet’s future,’ says Patrizia Torelli, CEO of the Australian Furniture Association.
The AFA is the peak industry association for Australian furniture and furnishing representing thousands of businesses in the value chain. ‘The furniture and furnishing industry achieve its corporate social responsibility through ethical sourcing and efficient use of raw materials, responsible use of water and energy, waste minimization practices and improved furniture design that considers extending a product’s working life and its recyclability.’ ‘The AFA, together with our partners, can provide advice and guidance on how to improve your business’ ‘sustainability’ and show you how to embrace the implementation of in-house policies and practices that mitigate your own environmental footprint.’ ‘Thanks to this partnership, brands who are members of the AFA can use their Sustainable Choice profile to prominently display their membership and provide more detail on why their membership positively impacts environmental sustainability, taking the guesswork out of everyday consumption.’
Helping brands tell their story
For major brands that are Verified Members of Sustainable Choice, this partnership provides them with an added benefit of prominently displaying a credible membership front and centre on their profile, enabling them to explain why this association is important in bringing to life their sustainability commitments. Plus there is the added benefit of being able to amplify their story on an independent third-party platform. Kiarne adds, ‘We built this platform to provide clear and accessible sustainability information and product traceability from brands, helping consumers to decode the environmental claims and green symbols they see on packaging and labels every day.’ ‘By prominently displaying memberships and formal associations, like what is offered by the AFA, we’re helping consumers differentiate between brands with credible third-party qualifications and those which do not, keeping brands accountable when sharing their story.’
Fast Facts:
- The Australian Furniture Association is the peak Australian industry association for the furniture sector supply chain. The AFA supports third-party certification and product stewardship, ensuring that all furniture and furnishing products have an appropriate chain-of-custody or material passport claim through its supply chain.
- Through strong relationships with consumer and advocacy groups, the AFA aims to ensure that all finished furniture and furnishing products supplied by its members are environmentally sustainable, safe and compliant.
- On the Sustainable Choice platform, brands who are members of the AFA can prominently display their membership and provide more detail on why their membership positively impacts environmental sustainability, taking the guesswork out of everyday consumption.
- Sustainable Choice is a new digital platform where brands and businesses can clearly report their sustainability and ESG credentials by self-reporting their tangible actions, measurable impact, and verifiable accreditations.