Where we need to get to
Today Category Managers build plans to grow the sales of their category. This takes the form of more customers, more items or spend per trip or more trips to the category. All with the aim of more items being sold from the category or increased value to the category. This approach is currently unlikely to overlay any net zero targets, emissions data or insight. Without this there’s no way of knowing if the plans reduce or increase emissions.
The case for the role of Category Managers in the drive to Net Zero
Category managers are key to shaping and creating the future visions of retail categories. Depending on the business potentially working with Sales, NPD, Insight and Marketing, these are all leaders in the food industry who can shape what is on the shelf. Category teams are particularly well placed with their broad skill set; understanding data, understanding behaviour and the ability to bring layers of research and insight together to create plans. With retailers setting targets for reaching Net Zero these category plans need to start incorporating Net Zero actions.
More data
Believe it or not category managers are going to need more data. Category Managers in well-resourced businesses may already be swimming in category and insight. The databases of the future need to bring together EPOS and purchase data we have today with new data being measured such as carbon and emissions data. The first step in the journey is likely to be the introduction of carbon labelling across more ranges. The ideal output would be for the details on carbon labelling to be bought into databases in a way that can be aggregated. Over time this could become more detailed so that products being developed could have all the all the emissions details linked to the elements and ingredients to make it. This would allow informed decisions to be made about how to produce that product to minimise the impact.
Skills and knowledge to understand the impact
Broader understanding of the supply chain and Scope 3 emissions are going to be key if changes at the fixture are going to be made mindfully. What is the impact and how can it be reduced? What does scope 1,2 & 3 emissions mean? What are greenhouse gases and why does it matter? What information do we have today and how can we start to use it? The ONS, for example, publish UK emissions by sector (Atmospheric emissions: greenhouse gases by industry and gas - Office for National Statistics) more of this detail needs to start to filter into day to day plans and conversations.
Horizon Scanning
Horizon scanning and future thinking form a part of business planning, category visions and strategies. If you use PESTEL for a situation analysis, the difference ongoing will be the need to have E at the heart of it. Lets think about the Environment first, how does our plan impact resources and the environment and how can we reduce that impact? How can we sustain and contribute positively to the environment?
Where do we start – closing the knowledge gap
Without wanting to sound cliched, it's going to be a journey to bring these skills and thinking to those with the power to make the difference. The first stage is to close the knowledge gap around climate and give teams the skills and thinking to create change. Ultimately every job is a climate job but starting in areas where there is power to create change should be the first step. Initially there needs to be an understanding of what Net Zero is and why it’s important.
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